Wednesday, July 6, 2011

Web Secret #161: Social Media Will Not Help You

"Social media is just another facet of marketing and customer service. Say it with me. Repeat it until you know it by heart. Bind it as a sign upon your hands and upon thy gates. Social media, by itself, will not help you."

Bravo Peter Shankman, who made this bold statement in a brilliant, funny blog post entitled "Why I Will Never, Ever Hire A 'Social Media Expert'".

All of my social media presentations emphasize one concept over all - you must select the social media channel that matches your skill set, and your purpose. As Peter puts it - succinctly: "If you’re tweeting all your discounts, and none of your customers are on Twitter, then you sir, are an idiot."

He adds: "Marketing involves knowing your audience, and tailoring your promotions in specific bursts to the correct segments."

He also rages about the lack of good writing in social media. Friends, and audiences from my presentations - how many times have you heard me say "if you can't write, hire someone who does!"

Finally, he asks, "Do you know your audience? Have you reached out to them? I’m not talking about “tweeting at them.” I’m talking about actually reaching out. Asking them what you can do better, or asking those who haven’t been around in a while what you can do to get them back."

The thoughtless use of social media will not help you.

The thoughtful use of social media can help you knock it out of the ballpark.


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