- Subscribe to RSS Feed
- Bookmark
- Subscribe
- Email to a Friend
- Printer Friendly Page
- Report Inappropriate Content
I'm amused by the new and often self-appointed title of "Social Media Expert." Based on my admittedly limited observation, people who claim this title are often pretty skilled with all the social media gadgetry and lingo, but not so much when it comes to understanding and anticipating human behavior - a key factor in social media success.
Yes, there are plenty of legitimate experts out there who have demonstrated great success with social media, but you usually find that these folks are building on previous success with traditional media.
So how would both the charlatans and true experts have advised companies like CNN or Pizza Hut on campaigns that would ultimately become social media flops? Who knows? I would imagine that everyone on board gave these ideas an enthusiastic shove out into the series of tubes because they had seen similarly stupid campaigns succeed wildly.
"They made a video that was edgy and funny and got a bazillion clicks, so our edgier, funnier video will do even better!"
But social media is not like baking a cake. Even if you follow the recipe exactly as the cooking show host did, the result may be completely different. Or maybe that's exactly the way baking a cake is. I don't know. The point is, conditions for success change. Be they time, trends, age, attention span, or economics, each of the ingredients in your social media recipe must be considered.
This is not all to say you must possess Nostradamus-like predictive skills, but at the very least, take the time to get to know your intended audience. I mean really figure out how they think, what they care about, and what they want from you. Otherwise, you're likely to become just another victim of Shiny Object Syndrome, jumping on the latest craze, as impractical as it may be for your business.
Even our federal government is not immune to the enticing allure of new online toys. During President Obama's speech to a joint session of Congress in February, many lawmakers in attendance offered their real-time commentary via Twitter. This is a good idea, right? Doesn't it contribute to the new theme of transparency? Well, maybe. But to me, there's a certain level of dignity and thoughtfulness that should be maintained during such an occasion, and tweeting on your Blackberry doesn't contribute to it. Not to mention that some of the partisan snipes didn't jive with the call for unity of effort. This appeared to be another disingenuous use of social media by a bunch of newbies who just don't get it.
So how do you avoid having your newly-employed social media efforts backfire?
- Don't try too hard. If you've had success in the offline world, apply that formula online using the right tools to reach a little further.
- Lead with your message and not the medium. The tools are cool and can contribute to your message and brand, but if misapplied, can do even greater harm.
- Decide on a goal before you begin and make sure you have the time and commitment to follow through.
- And above all, be sincere and transparent. Whether you're trying to help, trying to sell, or trying to network with others, make your intentions known.
While there are far more pontificators (and I'm one of them) than experts in this still-new field, you should certainly seek out ideas and suggestions from across the spectrum of contributors. There are some terrific web sites like Mashable.com and books like Groundswell that offer ideas and advice that apply to all types and sizes of businesses. As you find success (or failure), please come back and share your experiences.
Mike Savory
Peachtree Product Manager
