Here are three common mindsets among people who aren’t heading down the right path in social media.
1. My Son Or Daughter Does That For Me
If your son or daughter is a college graduate with a broad-based education that includes a degree in mass communications, I’d say you may be on the right track.
However, if your kid is 18 and sole or primary qualification is having Twitter and Facebook accounts, I’d say you need to reevaluate your choice of marketing personnel here. Just because they’re yours and can use Facebook and Twitter, doesn’t mean he or she has the skills necessary to market a business using social media.
2. I Hired a College Intern
While college students may be part of the social media generation, it doesn’t automatically qualify them to do social media for you. Unlike traditional media, which is a communication to a broad audience, social media is one-to-one marketing outreach.
You are communicating directly to individuals and anyone who has ever posted an opinion in an Internet forum knows the online audience is not to be trifled with. Understand that your reputation is on the line. With the variety of questions and comments you will receive, it is critical that they’re handled with care and professionalism to avoid any repercussions to your name and brand.
A social media marketing professional is an astute communicator who ensures each time the right tone, caring and message is delivered for maximum return and keeps your audience engaged. This dynamic is crucial for the success of the program.
3. I Got 11 New Fans This Week
Of course, amassing fans is important, but you’ll never make a social media campaign work with the onesy-twosy approach. For myself, my company and our social media clients, we have a monthly benchmark for building followers.
Now, this benchmark is not a gross number, but a net figure after we have weeded out spammers, chronic friend adders, and marriage proposals from men in foreign countries, and yes, I’ve gotten a few of those.
At the end of the day, social media is serious business. Done right, it can create a base of thousands of followers. Done wrong, it wastes time and energy and, most important, gives people the impression that social media marketing isn’t important. In fact, it has become one of the most critical and fundamental components for any marketing strategy, which every company needs to put in place.
Guest writer Marsha Friedman is the founder and chief executive officer of EMSI Public Relations, and author of