Last week, we started this little blog series about the struggles companies face when trying to enter the social media world. In today’s post, we’re going to share some “do nots” to consider when planning any social media initiatives. Next week, we’ll wrap up the series with some practical things you should do.
What NOT To Do
If you’re going to overcome social media saturation, here are some definite no-no’s.
Don’t just automatically do the latest new thing.
People are significantly invested in their current online communities. Asking them to create a new profile on your company’s brand-new social networking site may not be your best option.
Don’t jump in just because your competition is.
There’s no denying that social media is a hot topic right now. It’s new, sexy and a little mysterious. As the various sites’ popularities have increased, so too has the pressure to start implementing some of these tools into the marketing or communication mix. Don’t invest in a social media strategy without a clear understanding of your audience and what you’re trying to accomplish.
Don’t think it’s easy.
It’s no small amount of work to consistently deliver value and meaningful content to people. This isn’t a “If you build it, they will come” type of environment. Most of the time you can’t just throw up a Facebook page or blog and expect people to automatically flock to you. You have to work at cultivating your social media presence.
Don’t approach social media with a short-term mindset.
Building off of the last point, it’s critical to remember that social media is not a campaign — it needs to have a much longer timeframe than a traditional marketing or PR push. To truly take advantage of social media, you need to invest the time necessary to develop community.
Don’t view social media like traditional media.
YouTube is not like television. Facebook is not like a billboard-lined highway. Blogs are not like newspapers. To approach these new, emerging channels as if they were identical to their offline ancestors is a recipe for disaster. While advertising is offered on many social media sites, the greatest value comes from the personal interactions you have with your customers or clients.
Do check back next week for this series’ conclusion.
That’s a start to what we’d recommend avoiding. How about you? What would you add to our list?