There seem to be a million opinions regarding social media, and far more “faux pas” that experts warn you NOT to commit online.
You know, don’t allude to an argument on facebook, hoping the person you’re really mad at sees the post. Don’t keep friending and unfriending people because you want to show how “final” your decision is. Don’t promote, promote, promote! Don’t be — as one of my facebook friends described it — an “internet gangster.” Lol… And, for God’s sake, please don’t post your business pitch on MY wall, or tag me in your “photo” announcing a sale that weekend. Kim Finley — one of the bright lights at The Virginian Pilot, working in media sales — says this last faux pas is like “putting your yard sign in my yard without asking my permission.” I couldn’t agree more. Yuck!
But, Scott Newman — who I believe is a pharmacist — hit the nail on the head with this comment, “One of the top three mistakes made on Social Media is “not using it.” Definitely. Anyway, here’s my top 3 list —
TOP THREE MISTAKES MADE ON SOCIAL MEDIA.
1) Ignoring it entirely. Few make THIS top mistake, but it’s worthy of noting anyway.
2) Putting unfair burden on social media. Now, THIS is where I see WAY TOO MANY business owners wasting time. They see this free venue that has the potential of reaching “the masses” and so they jump in head first — every day. They expect their social media efforts to generate leads, convert leads, grow relationships, create intimacy, demonstrate expertise, fill events and make sales. Social media is a tool. An AMAZING tool. It’s just not meant to do all of this heavy lifting. PLUS, it’s a relatively volatile media. Sure, there will ALWAYS be a social media platform out there for us to use, but let’s face it: we don’t OWN facebook… or twitter… or instagram. At ANY time, the rules for these platforms can change. Or any of these could be taken away from us forever. The businesses fully reliant on fax marketing in days past sputtered when it was made “illegal.” We don’t ever want to be DANGEROUSLY DEPENDENT on any one anything.
3) Ignoring the most relationship-friendly tools like “chat” in favor of “pitching” to the masses. The chat function in facebook allows you to benefit from real time conversations. Use it. Nothing sells except through conversation. Twitter chats are also a great way to go. Posts to the masses are also a “necessary evil” but shouldn’t be the mainstay of your social media strategy. Engage. Relate. Ask Questions. Talk. Converse.
I’ve withheld a 4th mistake I’ve seen so many clients make, but these three — when remedied — make for a profitable turnaround with regards to your own Return on (time) Investment.
