Beginnings of a Social Media Business Strategy
Filed under: Social Business - Strategy & Networking
It’s no secret. I’m passionate about using social media in business settings.
My Twitter stream is full of people who write and share about social media branding and R.O.I. (return on investment) and content strategy. Staying on the leading edge of using new media for business is important to me, personally and professionally.
And yet…
Most Business Folks Aren’t Social
Every day I talk with small business owners who have yet to dip their toe into social media. Heck, they aren’t even using basic technology to the fullest functionality:
- Computers are running outdated programs that move at a snail’s pace.
- Cell phones are used solely for phone calls even when the phones are “smart.”
- “Copy and paste” is a foreign language.
Take a look at this email I received today.
It is now time for me to step into the new forms of social media & technology that are out there. I currently do not TEXT, FACEBOOK, TWITTER , use a i-pod or even know how to take pictures (on purpose) with my cell phone. I tried to set up a personal page and business page. Will you be my friend or fan?
It’s Not About the Tools…
We hear the refrain at least once a day.
It IS about the tools in the beginning. Or the font size. Or the color of the background. Or the placement of widgets. Or how many words are required for a post. Or not using a personal image on Facebook. Or speaking in first-person vs. third-person. Or being fearful of comments. Everyone starts the social media journey based on where they are today.
These business owners are smart. They run a successful business and are reaching out to learn. Are we taking the time to meet them at their point of need?
Do we invite them to social media events and leave them drenched by a fire-hose? When you see the deer-in-headlights glaze, what do you do?
How are you reaching out to beginners?
Photo Credit: Katie Tegtmeyer via Flickr
Looking For Buyers
“We want to find the buyers,” my client responded when I asked about the goals for their blog.
Let’s flip the statement. What if we want the buyers to find you? How would that impact your content strategy?
For the next two hours we explored the differences among their buyers: motivation, budget, lifestyle, demographics.
Conversation shifted from a push/sell mindset to pull/buy; from it’s all about me and my need for business to service and problem resolution.
The clients were frustrated and disillusioned when they scheduled the consultation. They left with passion, excitement and a plan of action.
What’s your goal? How would shifting words around change your point of view? Will it make a difference in your content?
Photo Credit: Gibson Regester
Strategy is Critical to Social Business Success
It’s my firm belief that strategy is critical to business success.
Many small business owners approach their online business development the same way we name our pets. We buy them, live with them a while, and then decide on a name that fits the personality.
Contrast that approach to the way we name our children. We learn we are pregnant, then deliberate over family names, popular names, boy names, girl names, trendy names, names in books and come to a decision that makes sense for us.
No matter which “naming” approach we take to online business growth, a strategy that makes sense for our business must be developed and implemented to succeed. A well organized approach helps us:
- Deliver on time
- Stay in budget
- Give users what they need
- Please our clients (and ourselves)
- Rally everyone around a vision
- Build a cohesive experience
- Minimize revisions
What naming model do you follow?
Photo Credit: Alex Osterwalder
The pet/baby naming analogy deserves credit, and yet I failed to save the original post. If you know the author, please comment.
