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We would like to explain what businesses should not be using ANY form of Social Media:
Everyone Should Use Social Media!
Have you heard this before?
It was probably coming from a marketing person or someone who sells social media services.
We are not saying you should not use social media IF the Young Go Getter rules don’t apply to you:
1. Is your target audience on Social Media?
“The average Twitter user is in his mid 30s. Twitter users tend to be more computer savvy, and they often consist of smart phone owners who can stay connected on the go. Does that sound like your typical customer? Your audience may not be part of the Twitter-crazed demographic, which means that Tweeting would be a waste of your time. If you aren’t sure if your customers use Twitter, just ask them.” – YGG
Every business should figure out these demographics for each social media outlet.
“But everyone is on Facebook!”
True, so keep reading.
2. You can’t be authentic
“tSocial Media is all about connecting with people on a more personal level. That’s why celebrities have such huge followings; their fans want to get to know them better. Unfortunately, there are some companies out there that are unable or unwilling to use social media authentically. They have to guard every word they say for legal reasons, and it creates a poor experience for followers.” – YGG
Are you going to have a genuine conversation and attempt to connect to your customers? People have tons of experience ignoring marketing and advertising, and they are used to companies who spit out legalese. They are becoming more used to companies having conversations with them though, and they crave this experience.
3. You don’t have time to Tweet Converse
“All Social Media is a real-time interactive conversation. You can’t just post something real quick and disappear. You have to be willing to take the time to engage your followers and to interact with them on a personal level. This can require several minutes or even an hour or more on some days. Do you really have the time for this?” – YGG
Most of Web Advocates clients are small businesses, many are sole-proprietors. Is a business owner who cannot pay someone else to engage on social media, or dedicate a customer service employee to this communication medium going to have time to stop doing the work which pays the bills and Tweet or Facebook?
“It’s better to have love and lost then never to have loved at all.”
The exact opposite is true of Social Media. If you begin to engage, start conversing with your customers and then disappear, your company will be damaged far more than if you never began.
4. You view Social Media as a one-way marketing tool (most important!)
“Social Media is a conversation… it takes at least 2 people to have a conversation… because all Social Media is conversation-based… one-way marketing messages don’t work. You can’t just send out advertising messages and expect your followers to respond… Engagement is the key to social media success.” – YGG
Ding! Ding! Ding!
This might need to be Rule Number 1.
Do Not. I repeat, DO NOT begin to engage in any social media outlet and simply start blasting out the same advertising campaign you have on print flyers, radio, tv or even elsewhere on the internet.
Doing so would be even more damaging than breaking Rule Number 3.
You could even go so far as to drive customers away because they are annoyed by your (Rule Number 2) inauthenticity.
5. You can’t handle the criticism
“Everyone is equal on Social Media. People get to voice their opinions, and sometimes, you might not like what others have to say. Here’s a tip: You don’t have to respond to every negative thing said about your company. Sometimes, it’s best to let others defend you. And if you can’t handle criticism, Twitter (and all social media) just isn’t for you.” – YGG
You have probably seen or heard about the Dominoes pizza YouTube video of the two employees messing around which got blasted all over the internet. Dominoes took several days to respond to this fiasco. The delay hurt them enough, but their canned, corporate sounding response was too stiff and most people were even more turned off from the company because of this.
When you enter the conversation, expect to hear things about yourself and your company which are not flattering, and possibly even untrue. Take then with a grain of salt, and try to do what you can to learn from this free and genuine feedback.
Don’t Jump In Until You’re Sure You Can Swim
Please take caution before proceeding into the uncertain waters of Social Media.
If you need some advice, Talk to a Web Advocate Today!