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Direct Marketing Article |
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How To Ruin Social Media Strategy For Your
Company
By Annie Jennings
What Happens If They Don't "Like You"
The growth of social media is so fast that it's attracting everyone. You
might be wondering if your company should have a social media presence and
what it should it look like.
No social media presence; no problem...for your competitors that is: Your
competitors are perfectly happy that you do not have a social media
presence. They are happy to take up your space. They are happy to dominate.
If you are not there, this means MORE FOR THEM.
There are a few rules of the road in social media: Let's find out what we
know already about what's working and what's absolutely not working. First
impressions can turn people off forever so let's find out how to make a good
lasting impression. And yes, in case you are wondering, you will make more
sales. The path to get there will be different than what you might be used
to.
Social media is not your space; it is the people's space: You are just
invited to the party. For now. So the first rule of social media is that
it's not all about business. In fact, keeping the party idea in mind, if you
think of social media as a party you can apply the rules of etiquette to
your social media presence and you can't go wrong. You would not show up to
a party dressed in flashing lights with a "hurry, big sale happening right
now, buy me" sign on your head, now would you? Of course not and just like a
party, you don't just crash onto the scene. You respect the venue, the mood,
the other guests... or you can get thrown out.
Who is ruining social media: Everyone with the "email spam" attitude.
Everyone who holds events that are just a prelude to an up sell. Everyone in
it only for themselves. They are quickly coming on the scene. The amateurs
are spamming social media and the community does not have to take it
anymore. They can remove themselves from your group; they can decide they
don't like you. You cannot talk at social media; you can only talk with
them. Or you get un-invited to the social media party.
It's about getting involved: Social media's relaxed environment gives you
the platform to reveal many facets of your company over time. It's about who
you are as a business. It's time to get involved with causes or concerns
that make a difference in the lives of people and in the world, and do
something about it. When you do something about it, you get to share your
actions with your community. Whereas in advertising you have 30 seconds to
get your message across, in social media you have a lot more time.
You can't change the world but you sure can try: It's about living your
mission in motion. Your company's mission statement, that's etched on a
plaque on the wall, is given the chance tocome alive, get out into the world
and take some action. Choose your passions as they naturally align with your
product offerings. Why not? If you sell workout gear and sneakers, why not
get more involved in the experience of those without sneakers, without
access to exercise and who would welcome your product or service into their
lives. Your social media community will love this. Plus, you get to share
all about what you are doing to help without a lot of grandiosity. You are
doing it because it needs to be done. You can share something like this
later with your social media community: "our 'GET FIT; HAVE FUN' bus took 20
needy teens to Amusement Park today, they all got a new pair of sneakers,
loved the look on Jimmy's face when he saw his brand new pair, he was all
lit up, had so much fun, we all did!!!"
The unspoken benefit is that you add more substance to your company by
rounding out your social media presence. You don't have to go global to be
known for doing good things; you can just stay home and do good things. And
your actions don't have to cost a fortune; you can donate tickets for a
group of kids to go see a motivational speaker or fill up a food bank with
lots of healthy food. Whatever you do, no matter how small, your social
media community will notice and appreciate you.
Yes, you can...sell: But the way you sell is very different from traditional
marketing and advertising. Social media is a different forum and the flashy,
"buy me" marketing does not work and actually looks more like an intrusive
billboard that ruins the view. The "I am only in here because I can get more
customers" attitude will only hurt you as your market can form opinions. If
you are a contributing member of the community and you follow the unwritten
rules, you can include a sales and marketing strategy; you can create
special offers and you can include a call to action.
You are only a visitor here: The culture of social media is more like that
of an engaged community. Members are there to help others. They share their
lives, interests and time. They don't want anything from anyone else except
to get to know them, reveal their own personalities and see what's
happening. Social media is entertainment and fun. But now, with social media
being viewed by many who seek profit and profit only, it is being over-run
with the old-fashioned marketing strategy of IN YOUR FACE tactics. But the
community does not have to listen to or engage with you. In fact, they can
make fun of you and LOL to your misguidance. They can make a mental note to
boycott your products and services. They can do this.
It's about showing your personality: Hire people to create and expand your
social media presence who understand the social media environment. Hire
people who know the rules of marketing and publicity who know how to write
and communicate but also know when, where and how to break the rules for
this social media arena.
If you engage in social media, sales will come: Of course. The more you
engage others and are just one of the gang without pretense or hunting for
your next sale, the more your community and those you are a part of, will
get to know the heart behind your company. As we know, one of the
fundamental premises of business success is that people will do business
with those they know, love and trust, so why not you? Will they think of you
as a "their space" spammer or as of a valued and respectful member of the
social media community that they have grown to know, love and trust? Who
would you buy from?
Have you ever thought that if more people got to know you; they would do
business with you: Throughout this article, if you notice, we talk about
people, not target market. Now, that's a good starting point!
About the Author:
It's time to end this article but in social media strategy, there is no "the
end". Your story unfolds every day. Welcome to social media. Our firm, Annie
Jennings PR, is here to help. Please contact us at
www.anniejenningspr.com. National Internet Marketing and Social Media
Expert, Annie Jennings is the founder of the National Firm, Annie Jennings
PR, a Strategic Marketing & Publicity firm that offers publicity, social
media creation and integration, social media optimization, promotion and
publicity services. Contact 908.281.6201 or email
Annie@AnnieJenningsPR.com |
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