I’ve had so much to say and no time to post! I promised a fellow PRSA colleague that I would write this, so here it is. If you are a Family Guy fan you know exactly where this is heading. So what grinds my gears? People/organizations who leap on to social networking sites and then complain social media is a waste of time and/or doesn’t work. Whether it makes sense or not, virtually every organization has a Facebook page or a Twitter. While I commend organizations for no longer wanting to be tardy for the social media party, it's pointless just to show up.
Someone please share with me, are there any professions that allow you to waste the budget by "winging"something? Sure there are few instances where hunches lead to million dollar plans but most likely, a deep understanding of demographics and trends are an essential component to success. Just like a lawyer would not go to trial without a plan. NO ONE should start a Twitter initiative without a strategy or a plan. I recently attended OMMA Social and listened to Joseph Jaffe author of Flip the Funnel speak about how so many of us get social media wrong! In his presentation he had a woman talking to a shoe. Ridiculous right? That picture represented an organization shamelessly bombarding the consumer with a message and NOT partaking in two-way communication.
So for those of you still confused about this social media "thing," I will break it down for you.
Social media is like something shiny - It looks cool in the sun but it is NOT that special
Get over that! Focus on what you can do.
Someone please share with me, are there any professions that allow you to waste the budget by "winging"something? Sure there are few instances where hunches lead to million dollar plans but most likely, a deep understanding of demographics and trends are an essential component to success. Just like a lawyer would not go to trial without a plan. NO ONE should start a Twitter initiative without a strategy or a plan. I recently attended OMMA Social and listened to Joseph Jaffe author of Flip the Funnel speak about how so many of us get social media wrong! In his presentation he had a woman talking to a shoe. Ridiculous right? That picture represented an organization shamelessly bombarding the consumer with a message and NOT partaking in two-way communication.
So for those of you still confused about this social media "thing," I will break it down for you.
Social media is like something shiny - It looks cool in the sun but it is NOT that special
- Yes, I said something very taboo.
- Yes, I know you don't have control over what is said about your organization.
- Yes, I know random teens can create fan pages for products that are bigger than the official one you created.
Get over that! Focus on what you can do.
- Who is your audience?
- What do they want from you? Give it to them!
- Look at the competition but don't be quick yo copy. (They may be missing the mark as well)
- Keep at it! Do not jump into my network and fade away. Think of social media as dating the consumer. No one likes a flake.
- Lastly, many "old media" rules still apply. Just like you research target media, what your audience likes to talk about, and anything.
Please share any additional thoughts!
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