As I sit here writing a social media plan for a client, I’ve been trying to think of the biggest take-aways to emphasize. At the Online Marketing Summit one was hammered into our heads: “Your first step… Listen”
My colleague Caitlin McCabe (@caitlinmc) wrote a very good post on the validity of the statement: please check it out.
Because the “listen” line is so overused I had come up with a first rule which is equally important. Ready for the genius:
If you plan on stopping (ever), don’t start.
Genius right? Well here’s what I mean. Social media is successful because it is changing our basic form of communication. The days of major organizations and brands talking AT us are over. Today, we are as close to pure two-way communication that we will ever be.
The whole point of “listen” line shows that finally, consumers are being heard. The day of one-way communication and dissemination is over.
If you want your customers to be dedicated to your brand, you need to be dedicated to them in return. That means three things:
- Listen (yep there it is)
- Participate
- Show them you actually care
This dedication shows your customers that you are participating in social media for the right reasons, and not because you feel that you have to. To me, “stopping” social media also means not doing these three simple things.
If you participate half-heartedly. You customers will know, and will stop being your customers.
It’s also important to note that the internet is forever. An abandoned social media presence quickly turns from a shiny new parked car to a stripped, rusty hunk of metal on the side of the road. If a google search result comes back with a Facebook page that hasn’t been updated in a year with lots of vulgar comments about your brand, you have an issue. Abandoning a profile can easily be more damaging than not starting one in the first place.
So remember: if you see a possibility of ever stopping a social media profile, don’t start it.
Follow Todd on Twitter: @ToddLiss
Great point. I have spoken with several people that say, "Can you help me with by business? Teach me all that tweeting/social networking stuff." The main thing I tell them is that they have to be willing to commit the time. It takes time to be known as an expert in your field, to gain a following, and to eventually make an impact. If you are building a relationship with someone you can't just stop the communication with them. Social media is no different.
Many people also think that once they are on there people will find them. While listening is key, you need to show that you are out there ready to help, and that you have something to offer.
So just like you said, if you're going to start, don't plan on stopping. It looks worse than never starting at all.
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