No, I’m not crazy. I’m not here to say you should ignore social media and I’m certainly not here to say you should stop reading blogs about social media.
This post is actually social media advice, one that you probably don’t expect. Not from a social media blog.
Learning About Social Media
I remember a few years back, I had started my company with no experience at all. I mean no management, marketing, sales… you get it, no experience. As you can imagine it didn’t take much to realize that to make sales (and bring some profit) I had two options, I can push or I can pull. In other words, I can chase business or I can attract business. That’s why I decided to focus on Marketing and Sales and outsource the other stuff.
First I learned about print advertising and events, then about TV. I learned to read the numbers and that helped me understand the game and enabled me to produced my own commercials, buy my own air and do my own analysis. Long story short, I eventually arrived to network TV, had my own call center and about 600 calls were generated every day.
But there was one more lesson I needed to learn: I didn’t matter how many calls I could generate in one day if I didn’t have an awesome product or service and I didn’t have kick-ass service. Getting calls will only get you results in the short run but building a remarkable business will keep you alive for a while.
Use And Learn More Social Media
But this post is not about what I did. My point is this, you should keep learning about social media and you should spend time on creating a strategy to communicate and to put whatever it is you do in front of your prospects. That’s not all, you should also continue to use social media to establish and maintain relationships.
Do you need to learn how to get more followers or fans and how to get Likes and Retweets? I know you want me to say no but you do. Let’s be crystal clear, social media has too much potencial for you to focus on just that BUT, those little things are also part of a marketing vehicle that enables you to communicate in a more organic and human way with your prospects.
But Focus Less
That said, and to move on to the second part of the post.
Social media should not be your focus, you should focus on making your business remarkable:
- Instead of trying to figure out how to get retweets and likes, focus on delivering kickass value in your content
- Instead of pushing sales on Twitter, focus on creating or improving a remarkable product or service
- Instead of spending time on your Avatar, focus on building a solid foundation for your business
- Instead of planning a Damage Control or an Apology strategy on Twitter, focus on building amazing customer service
Outside Perception vs. Inside Reality
The solution to your business is not putting up an attractive brand on Twitter and Facebook. The reality of the Internet of today is that it closes the gap between outside perception versus inside reality. Why? well, I believe everything eventually comes to the surface, good or bad. Transparency is not optional.
The social web will only amplify the fact that your company sucks. But if you focus on your “real” business and on building something that people will not only love to consume but will also help you spread, then your social media will be less of the headache it is today.
Awesome spreads because people love spreading it. Everybody loves talking about Zappos or Apple for a reason.
Entrepreneurs, artists, bloggers and anybody that wants to do anything online will need a community. One of my favorite quotes comes from a concept of Asset-Based Thinking and the book “Change The Way You See Everything”
“You always have something of value to add. Always. Identify your assets, never doubt them, put them out there for the right people to see and watch what happens.“
But you still have to create your awesome sauce before you spread it. A beautiful presence online will not make a boring and ordinary business better. I will only cover it for a while.