No, I haven’t reverted to publishing posts about social media strategy and tactics on this blog. Yes I did publish a post on 9 July about Finding stars in the chatter, but this is a different concern.
I am addressing the fear that social media induces in many baby boomers and younger people who have not previously thought about it from a marketing or business angle. People who have overcome adversity and huge challenges in other areas of their lives, but get stopped in their tracks by the thought of using social media to market their business.
It becomes a major hurdle for people who through necessity or desire are trying to launch themselves in a new direction after a lifetime in an offline career or business. Squeezed between the constraints of insufficient or no, capital to invest, a pressing need to generate a new source of income or replace an old one and the pervasiveness of the internet, many would-be entrepreneurs think they have to become social media experts overnight to have any chance of succeeding.
But social media looms like an impenetrable cloud. I get the feeling that it is one of the biggest blocks to action, and the more we spend time researching it, the more confusing it can get.
Do all new small business owners, entrepreneurs, artists and professionals need to master all the channels and complexities of social media?
There are highly successful businesses that have very little or no social media activity. There are others that use it extensively, some successfully, some not. For others it is a huge time waster.
There are plenty of resources to get information on incorporating social media into your marketing strategy available on the internet, some excellent blogs, books both real ones that you can hold, turn the pages and scribble in, and e-books. I have published posts in the archives here and on my Focused Prosperity blog.
Today I want to persuade you that social media is just another part of the modern world that we need to get comfortable with. It may be important for your business and your life, it may not be. It is not the cure-all answer to all marketing problems that many of its self-appointed experts claim it to be. Diving into it is certainly not a guarantee of huge increases in sales. Not all businesses “have to” be active in it.
Here’s a link to a post by Drayton Bird, one of the most successful Direct Marketing people and someone older than most of us that puts social media in perspective.
If you are one of the many forced by circumstances to start out on a new road in life, or following a new path by choice, don’t let the apparent complexity of social media hold you back. View it as you would any other new challenge to be mastered, think back to the apprehension you probably felt before driving a car on the road for the first time, playing a new sport, starting your first job. With years of pre-computer age experience, you will easily get to grips with this one.
Much of the daily social media activity can be delegated to junior staff (suitably directed) or family members, that does not mean you can relinquish responsibility for content control. But it does mean that you do not have to be a slave to every detail yourself.
Your time involvement in social media must be worthwhile, at some point it must bring in sales, not just likes or shares. If not why spend time on it?
If you are working to capacity, have more business than you can handle already, then perhaps you don’t need to spend much time on social media. If not see it in perspective, make it work for you, don’t become a slave to it for little or no real benefit.
How is your relationship with social media? Are you in control? Or controlled? – Leave a comment.