Social Media is Not Your Biz BFF
Social Media Isn’t Your Biz BFF
Unless you live on a remote island somewhere, you probably have social media. We depend on Facebook, Twitter and a myriad of other platforms to help us “connect.” Experts tell us to do millions of different things to attract traffic to our sites and we pride ourselves on how many followers we have.
I’m wondering what it is really doing for our businesses.
Is social media a tool that can be used effectively in business? Yup. I’d buy that. Is it the solution to growing your biz? I don’t think so.
Any tool has limits and social media does too – especially if it is what you are relying on it to gain customers.
Why won’t social media be your biz BFF? What can you do about it?
Tip #1 – Understand what social media IS and is NOT.
Social media was designed as a way for us to stay connected. Evan Spiegel said, “Somewhere along the way, when we were building social media products, we forgot the reason we like to communicate with our friends is because it’s fun.” Today’s social media is filled with ads, sponsored posts, pinned posts, videos and images. (And yes, I take advantage of this just like the next gal!)
What social media is not is a way to truly get to know someone. Yes, you can accumulate people that are following you, but ask yourself, what do you really know about them? Social media will only connect you so much. If you are business owner, you have to find a way to take it to the next level.
A recent article on changes to Facebook from Fortune magazine said, “One spin-off effect of this close relationship is that the fortunes of media companies grow and shrink based on the changes that Facebook engineers make—and in many cases those changes and their impact are opaque. So over the past six months or so, some media outlets have seen their Facebook traffic decline by as much as 40%. Why does this happen? No one knows—or at least, no one is saying.”
This opaque-ness is what should give you pause.
What can you do? Use social media as a funnel, but not as a replacement for building relationships that lead to customers.
Tip #2 – Remember that the proverbial social media rug can be pulled out from under you at any time.
Digital marketers are always complaining about the updates to Google analytics. Changes to search engines mess with SEO rankings of the companies that they represent. I have been part of meetings where penguins and pandas took center stage with looks of consternation from marketing strategists trying to figure out how to get their page rankings back.
Just like those experts who are left scratching their heads, changes to social media platforms are a reality in the social media landscape, which can alter how you can advertise and post. You are always subject to the whim of the platform.
What can you do? Don’t rely on social media as your only way to communicate with others. The standby of having an email list will give you control over your client communications.
Tip #3 — Employ social media as part of a larger marketing model for your biz.
Whether you are an accountant or an artist, putting into place a comprehensive marketing model for your biz is part of the job of being an entrepreneur. Take a deep breath – it doesn’t have to be something that eats up tons of your time each week. In fact, some of the most effective marketing models take a tiny amount of time to implement and give great results.
One model I particularly love is the ascension model. In it, people come into your biz and are offered greater and greater opportunities to work with you. They might start by opting in to get a free report, then move to an inexpensive item like an ebook, then register for a group program and ultimately end up in your mastermind or buying your premium product. Is social media a part of this? Sure! But you don’t want to be dependent on it.
What can you do? Learn how to take advantage of simple, easy-to-implement marketing strategies that will take your biz to the next level.
Social media is never going to be your biz BFF, but it can be a powerful ally as part of a larger strategy.