Social Media Marketing: 5 Reasons Why It’s NOT For You

This post was written by David Ginsburg of Hector Solutions…

Over the weekend, (weekend is a vague term in the 24/7 world of social media) I was speaking with a colleague handling the PR for a mutual account regarding the importance of sticking to the content strategy laid out at the onset of said client’s new social media marketing program.

We had launched the program just three weeks prior, and the client needed clarification on a few things. This is normal; many of my clients are brand-new to this rapidly evolving channel and often become overwhelmed by it at the outset. Yet my colleague kept insisting that the client (a retail specialty food purveyor) cared only about sales and didn’t give a whit about community or connecting with fans, and therefore I shouldn’t go on about the poppycock,as she referred to the content strategy doc created at the beginning of the project. But remember:

CONTENT IS KING! (And distribution of that content is queen.  If no one sees it, it ain’t there).

Many companies, brands and bands are flocking to the social web not because they have a well-crafted strategy, which includes a content calendar ensuring a steady flow of material for the community, but rather because we need to be there. Do you? Simply creating a Twitter profile or Facebook Fan Page is not marketing. It’s a tactic, and one not tied to any larger strategy or long-term goals. What do you plan to DO with it?

Here’s a test. If you answer no to any of these questions, social media marketing is not for you.

• What do you want to achieve via these channels? What are your goals?
• A consistent presence is the number-one key to success in the Social Web. Can you commit to daily activity?
• What resources do you have available? Who will be tasked with Social Media execution on your team? Who owns this within your organization?
• This space is content-driven. The more content you steadily provide–blog posts, tweets, status updates, videos, podcasts–the more you have to share and talk about and connect with people. What is your content plan?
• Remember–it’s about them. You’re building a community. Talk, don’t broadcast. Can you do that in a genuine, real-person voice?

Remember, as with any worthwhile endeavor, preparation is key. Do your research, create a plan that suits your organization, establish goals, and learn where your customers hang out the most online. Are they heavy on Facebook or entrenched in a niche community? Are you better served with a blog as your main social media hub? Find out, before you take the plunge to just be there.