Many of our clients ask why they should use social media. It’s one of the most common questions I get. For some, they have used it in the past and it didn’t work for them, others don’t see the need, or believe their customers are not using social media.

Let’s address the first issue right off the bat – “I tried social media and it didn’t work for me.”

The first question that comes to my mind is what the strategy was; how long and how diligent did you work at that strategy? This is like wanting to be a football player but not bothering with the workout part of the job – does he really expect results in his career? I think it would be a safe bet to say that the “social media didn’t work” person didn’t take the necessary steps to develop a strategy, work on that strategy consistently, and pay attention to what is and what isn’t working. You can’t expect results if you don’t have clear goals, don’t know what you’re doing, and you don’t put in the effort.

Social media opens the door for people to talk to you and interact with your brand. They may not want to email or call your company. Who knows how long it will take from them to get a response via email, and who wants to call and have to listen to recorded prompts or be sent to 5 different extensions to hopefully one day get in touch with the right person. In this immediately connected digital society, people want timely answer and they feel more comfortable interacting with your brand the same way they interact with their friends, through social networking sites. So why not take advantage of the arenas where people already are? Isn’t that what marketing is? Finding where your target market is, then have your brand interact with that target market? So let’s start with what a Social Media plan is NOT.

A social media strategy is not posting 10 times for your clothing store about your sale:

20% OFF your entire purchase TODAY

20% OFF your entire purchase TODAY

20% OFF your entire purchase TODAY

20% OFF your entire purchase TODAY

20% OFF you entire purchase TODAY

20% OFF your entire purchase TODAY

Do you see how annoying that is? Bombarding your friends or followers with promotional messages all day is not a social media strategy! Its spamming, and if you keep spamming you won’t keep those friends or followers for long. A sound social media plan is however, engaging in conversations and adding value to those conversations. Engaging in conversations are prime opportunities for your brand to present itself as an industry leader thought inspiring problem solver. Gaining the trust and respect of your current and potential customers will keep them coming back; relying on your brand when they need what they’re looking for, working with them to become endorsers and ultimately evangelists for you.

Go to LinkedIn and join groups that are related to your industry, take an active role in the conversations. Login to Facebook and Twitter, follow and LISTEN to your followers and add value to their posts through commenting.

For help defining, creating and implementing your strategy – we are here.