SOCIAL MEDIA:
Why it might not be right for your business

It's hard to ignore the lure and promise of social media. A Facebook page with thousands of fans. A Twitter account with countless followers. A LinkedIn page that yields so many referrals its like you're printing money. But, before you jump into the social media arena, its important to consider a few key points to determine if social media is an appropriate tactic for your business.

1. Social media is a tactic that should be used only if it fits into your broader marketing strategy. It is difficult to find success if you are not clear on what your goals and objectives are, first within your overall marketing strategy and second, within your social media tactics. If you determine that social media is appropriate for your business, map out what it is you want to accomplish in the world of social media and outlay a strategy that will help you reach those goals.

2. Determine if your customers and prospects are already using social media as a platform to talk about your brand or your industry. Take advantage of the tools that allow you to search social media sites for mentions of your brand or industry, like socialmention or Google blog search. If people are already talking, then it makes sense to engage them further with a social media strategy of your own. If all you hear is crickets, it could be a challenge.

3. While social media might not consume a lot of dollars, it certainly consumes a lot of time. If you determine that social media fits into your overall marketing strategy and that your customers and prospects are, in fact, buzzing about you online, then your next step is to evaluate whether or not you have the time and/or the internal resources to put towards social media efforts. Social media programs require careful listening and active participation. That effort centers on giving value before expecting anything in return. And that takes time. Think of social as a marathon not a sprint. Your goal is to create a community in which people dialogue about your brand. This relationship takes time, careful planning and a significant effort that will show results slowly over time.

Contact us if you'd like to learn more about evaluating social media tactics for your business.