#socialmedia #socialmediamarketing #socialmarketing
These terms are NOT synonymous with me. It wasn’t long ago that I learned what a hashtag was, and still am learning how to use one correctly! (I credit @CindyWMorrison for even getting me up to the speed I’m at now. I was a tough student. Sorry, Cindy.) I’m UP ON Google + now, but waiting for Barbara Pender to teach me how to use it. I rely on Maggie Ruch to make sure my social media channels are integrated and doing all that they can do with my limited attention and expertise. And, I’m forever grateful to Naoma Doriguzzi who handles all of the social media outreach for our Women Who WOW brand. I’m honored to stand among her more prestigious clients — a list that include names like Walmart, Ann Taylor Loft, etc.. =)
So, make no mistake. If you have a social media question, I strongly encourage you to go to one of these impressive and savvy women to help you. However, you don’t have to be an expert to see when brands are using social media incorrectly — and in ways that flat out destroy their credibility. For this, there is often no do over.
Without further ado, here are the top three mistakes EVEN SMART business owners make on social media:
Attempting to “enter the conversation going on,” they lack any real brand or solution identity.
YES. You should always try to enter the conversation going on in the minds of your target market. BUT, not to the extent that you’re talking consistently about things that have nothing to do with your business. For instance, if you sell freezer meals for busy affluent families, your social media stream should be about the problem you solve… not about new albums released, celebrity gossip, etc. UNLESS that celebrity gossip is related to “the problem” — I.e. how celebrities feed their families well while being uber-busy — OR the solution — i.e. Meals that freeze well; crock pot recipes, etc. Make sense? It’s NOT that you’re selling non stop, (Please DON’T!) you’re just keeping your feed relevant to your brand.
Anything less seems like you’re trying too hard to “fit in.”
Switching channels, gears, topics and expertise faster than most celebrities file for divorce.
Listen, we’re all complex people. We’re all good at many things.
But, you don’t want to diminish your CORE expertise by changing your name, brand, identity and business menu too often. If you’re not sure who you want to be, don’t declare it yet. If you’ve had more than two business fan pages with more than one focus in the past 12 months, I’m talking to you! =)
I’m NO social media example to follow. Frankly, I don’t even think I was on social media this past week. (Not personally.) BUT, when you come to my facebook page or look through my social media stream, you’ll see what my business is about: Helping business owners cut through the clutter and make more money. Yes, you’ll see me discuss the fact that I run my business while being a wife and mother. This matters to my target market. They want a life, too. Yes, I’ll discuss all facets of what it takes to increase your business income. But, my focus — is the same. It’s consistent.
You’re not watching me sell a Resume Rescue event in May, a Feng Shui guide in July and a Find Your Ideal Man program in September. Follow this “Guess What I’m the Expert At This Month” model, and even your TRUE, CORE expertise will begin to diminish in the eyes of your target market. Not good. What IS your CORE expertise? Passion? Solution? What do you want your business to be seen as?
Sharing Too Much of YOU and / or Sharing Too Little of YOU.
Let me explain. Too much of YOU can be found in posts like this,
“SO glad this divorce is over…. only wishing my kids didn’t have the DNA of a cheap, cheating loser.” Yeah — too much. or this one:
“Wishing my employees — who won’t be named but are seeing this feed — knew that I saw what they did on twitter. Somebody’s fired!” Tacky. How about…
“Note to self: don’t try to text and pee when you’re drunk.”
I’ve seen versions of all of these “TOO MUCH OF YOU” posts from otherwise very savvy business owners. Yuck. WAY too much! Enough said on that end. But you can also share TOO LITTLE of YOU — leaving your social media footprint cold, distant and un-relatable. People buy from people. So, share who you ARE. Not your burping, slurping self… but your professional and fun and conversational self. Engage. Show your personality. Be politically aware, but not perfectly correct. Have an opinion and share it. Are you a woman of faith? If so, I should know that — but I shouldn’t be beat over the head with it. Are you a card carrying liberal? Equally fine. Just don’t make it “NOT OKAY” for non- or less-liberals to visit your page.
Profit IS personality-driven — so show us some of yours. Just don’t leave out your (very) dirty laundry. We have our own to sidestep! =)
