Good content always has an objective; it is created with intent. It therefore carries triggers to action. ~ Anne Handley
The Social Media Marketing Conversation
I’m sitting in another meeting listening to the same conversation around social media marketing. “It’s great. We need to do it. Let’s get the intern to set us up on Facebook. They understand it. We don’t.”
This is something I hear from large and small companies. The trap is assuming someone younger or someone who has an interest in social can take it on as part of their job. Newsflash, social media marketing is a job. It’s not a hobby. It’s not something just for kids. Social has grown up.
Take Responsibility For Your Social Media Marketing
I understand social feels overwhelming and as a business owner or executive, you just don’t have time to spend on understanding the mechanics.
In today’s world, you cannot not pay attention to social media marketing. You need to understand it, how it functions and the role it plays in your marketing efforts. The better you understand the tools and set goals for results, the better you are in delegating the responsibilities internally or externally. If you don’t understand what’s happening, you may potentially be throwing money away.
Not only that, but you are digging a hole for yourself. What if the person you hire quits or goes out of business? Would you be able to take over your social marketing?
In the article by McKensey & Company, We’re all marketers now they talk about the consumer shift rejecting or ignoring push marketing and gravitating toward social marketing.
Consumer Driven Marketing
This could be fundamental change for you. It means your marketing needs to become dynamic. No longer will an ad in the local phone book drive business in your door. Instead it will be your digital stamp, what people say about you online, that will make the phone ring.
Time For Action
If you haven’t thought much about this, I encourage you to read the article above. Then look at your company and ask yourself, “If we’re all marketers, am I knowledgeable enough to empower myself and my staff to engage in social marketing?”
If the answer is no, you need to gain whatever knowledge you need to move forward. You can find education online, through your local chambers or small business development centers, libraries and community colleges. (Shameless plug: You can also check out our calendar for what’s coming up or contact us about corporate training.)
If the answer is yes, you need to start to take actions in that direction. Are you working on next year’s budget, annual plan or marketing plan, now is the time to recognize what resources and actions you want to include with regards to social marketing. Social should not be relegated to a line item such as ongoing. You wouldn’t do that with your sales goals, so why would you do it with something as important as your social marketing plans.