Lately I have been hearing a lot of the same comments be it in a training I am offering, a conference I am speaking at or attending, and/or a client I am working with, “I just don’t have the time to do social media.” This is usually followed by, “plus my business really runs on word of mouth advertising so social media isn’t really that big for me.” To all of that I sincerely say “bullshit!” I’m not sure if people have realized this or not yet but social media is word-of-mouth. I mean you are literally taking your word-of-mouth and exploding it’s reach. Therefore making time for social media is not something people should be scared of. I say scared quite deliberately because honestly I know what that feels like. “I won’t have anything to share”, “who will follow me?”, “what social media tools should I use?”, “couldn’t I spend a whole day on those sites not really being productive with my time?” These are all questions that flood people’s minds and I know this because they have all been a part of my thoughts as well at one point or another. All of this to say I am not touting social media as the ultimate solution to any business or even that social media should be king of all. What I mean to say is that social media is what it is. It is a way to build relationships and get to know others who you may never otherwise have the chance to meet (hi Gary Vaynerchuk and Sir Richard Branson). Social media is simply a tool. It is not something to be feared and it is not something to be overwhelmed by.
Of course not being feared and not being overwhelmed by it is easier said than done. My advice has always been for people to learn, to watch how others are using various platforms, to play with various platforms, to really take the time to understand how each of them operates and then and only then decide which one (or few) suits them. There is a social media platform to help just about anyone get more engaged with current clients, colleagues, future clients, and just people in general so you need to learn which one is best suited to your needs and capabilities. And yes it is going to take time. If you put the time in learning how to use Twitter properly and not just dismissing (without ever really seeing how people are using it productively) it as a 140 character narration of people’s useless lives with minute details then the benefits will be there. Social media is like anything else in your business it takes time to learn it but it can add great value.
One other thought on all of this, don’t ever let social media be all about you and what you are doing. While you are great and your services are amazing I don’t know how many times I visit a facebook page or a twitterfeed or anything for that matter only to see a sale notice or a discount notice or a new product being featured. Social media is an opportunity. It is an opportunity for others to get to know you. Interact with others, give opinions, take a stand, say what you are thinking and for goodness sakes be honest! Also just like real world interactions with business partners and clients social media is about relationships and conversations. Who do you trust? who do you listen to? who do you talk with? why? All of this translates directly into the world of social media.
Finally I must revisit the statement I am hearing over and over “I don’t have the time to do social media.” Fuck! if I hear that one more time from an entrepreneur who is struggling with customer engagement I’m going to pack up my bags and move into the woods (might do that anyway, still dreaming and scheming). Hello, Einstein can you say your famous line one more time? “by definition insanity is doing the same thing over and over again and expecting different results.” I mean holy crap people if you have been doing newspaper ads for hundreds of years and all of sudden they aren’t working like they used to (a very overused statement that I hear often, “oh but for years and years this has always worked”) isn’t it time to invest in learning a new form of communication and to try something a little different.
All of this to say I would never advocate ditching all the old methods because some of them are about who you are as a person and what the company’s character (do you think your company has character? what does it look like?) is all about. I still send old fashioned hand written letters to clients, prospects, and partners and I LOVE receiving them in the mail.
I guess the end result of this really long rant has been don’t be afraid to try new things and don’t forget all marketing or any selling is about RELATIONSHIPS. It is about having an open and honest conversation. So please go out and play, listen, learn, watch, and have a good time figuring out how best to connect with whomever it is you are trying to connect with (answering who you are trying to connect with is a great question and a much longer post at another time. Because believe me your business, even though you think it is, is NOT for everyone.)