One of the things I struggle with at times with clients or potential clients is explaining the idea of effective social media versus that social media called “spam” to everyone else. There is always a fine line between what some consider spam, sort of the “black hat social media”, and what others consider effective marketing, advertising and PR.
Many times clients will sign on for a social media campaign that we have discussed. We helped them come up with a good, workable strategy. When things kick off on Monday, I get that dreaded email on Friday asking why their bank account is not bulging with money and their account managers are not going crazy with orders. Social Media is not a get rich quick scheme. Those that tell you to expect immediate results are not going to be there at the end of the month when the check clears.
Social Media is not a get rich quick scheme.
Many have asked that I begin right away shouting at their customers. They along with everyone else in their genre are on their soapbox shouting at the top of their lungs asking everyone to find them and to buy from them. I liken this to what it must be like on the floor at Wall Street when everyone is screaming “sell!” Or it could just be what it is like at the dinner table at my house when I ask about what everyone wants for dessert. Meanwhile, the customer is having a nice conversation with a friend somewhere over a cup of coffee. None of the customers are in that forest hearing that tree fall. The irony is, the customer is talking to that person at the table over coffee about what they want. Your product or service. Who are they talking to? I could be your competition–doing it the right way. The competition that is taking a moment to listen to what they, your customers, have to say.
Listening is always one of the best ways to get involved with a group or to make friends or to get information about what people want to talk about. When I head to a networking event or when I participate at a cocktail party, after I have taken a moment to introduce myself, I take a moment and listen to what the conversation is and find a way to contribute. I hate using this cliche, but it is still very relevant today as it relates to the use of social media and how you as a business use it for marketing, advertising and PR.
The social media we practice here at One By One Media is about participation. Not immediate, in your face, car salesman social media, but the participation after invitation. We don’t want to be the person that nobody invites to the party because they are overbearing and they cannot two sentences without talking about themselves. We want to be that person that is on every “must have attend” list. The way to get invited is to be a listener.
It takes a while to be one of the cool kids. I know, I am still trying to be part of the cool kids at the party, and I helped design the INVITATIONS! If you are one that thinks social media is about screaming your message until someone finally hears, I have some kids here you can play with, but if you are across the table ordering another cup of coffee, welcome to the party, how can we help you?