Engaging in social media is significantly harder than it sounds. Some believe that social media is free, simply because it generally costs nothing to secure a Facebook page, Twitter handle, and YouTube account. The reality, though, is that “doing” social media not only requires a significant level of dedication and resources, but is something that companies have to consider as an ongoing cost of doing business.
So, you’ve registered all your social media channels, do you know what to do with them?
Think of social media as very similar to a call center, website or (if appropriate for your business) e-commerce. You wouldn’t implement a cheap call center would you? What kind of customer service would that provide to your customers? How about an e-commerce system that only processed 5 in every 100 of your orders? How would that help your bottom line?
If you wouldn’t skimp on those technologies, then why would you skimp on a social media budget? Estimates indicate that companies aren’t even responding to the posts on their Facebook timelines, so why bother inviting your customers and potential clients to engage, if you’re not going to participate in the conversation?
So, before you decided to “do” social media, take some time to really think through some important questions:
- Do you have a social media strategy? Does it align with your overall marketing or customer service strategy?
- Do you understand the costs involved and the ongoing resource requirements?
- Have you truly started with a strategy and not a tactic (e.g. creating a Facebook page is a tactic)
- Do you have executive buy-in and do they understand what the proposed ROI may be for your activities (Hint: it may not be sales)
- Have you created a social media playbook which includes elements like:
- entrance plan
- engagement plan
- content plan
- response plan
- crisis plan
- exit plan
Even better, if you’re being wooed by one of those social media “gurus”, “wizards” or “experts” be sure you ask them these 10 questions to ensure that they are qualified to even assist you in developing your social media strategy.
Have thoughts about this comic or the requirement of devoting time, budget and resources to your social media activities? Share them in a comment!
Cheers!
–Sean
I see lots of people who create a Facebook fan page and then that is it. they think that just because they have a page all is good.
[Comic] Are You Really ‘Doing’ Social Media? http://t.co/R9YcRcWOdB vía @socmedsean
Thanks for the the post. Big eye opener. Great content!
[Comic] Are You Really ‘Doing’ Social Media? http://t.co/K738JRbFfQ via @socmedsean
How very true so many today are in social media because someone told them they needed to be there. But that’s like going to the bus station and not buying a bus ticket, you won’t end up going anywhere. So you’ve got to be involved and you’ve got to figure out where you’ve going and buy your ticket. Don’t get left at the station!
[Comic] Are You Really ‘Doing’ Social Media? http://t.co/mZiEVuNq2s via @socmedsean
a great article, pointing the best clues to “do” social media in a true manner.
[Comic] Are You Really ‘Doing’ Social Media? http://t.co/cM7Ld7Gkjz via @socmedsean
[Comic] Are You Really ‘Doing’ Social Media? http://t.co/Ogl2xtjxwa via @zite #strategy vs #tactic
Sean,
Another very relevant article, thanks! I’ve done the normal sharing and shared it on a private network.
What are your views on Empire Avenue as a method of on-line communication – is that method not also very ‘noisy’?
[Comic] Are You Really ‘Doing’ Social Media? http://t.co/Opkv1MqqSi via @socmedsean
[Comic] Are You Really ‘Doing’ Social Media? http://t.co/ajMV9KooUC via @socmedsean
[Comic] Are You Really ‘Doing’ Social Media? via @socmedsean http://t.co/CbwJ3jDJIZ
[Comic] Are You Really ‘Doing’ #SocialMedia? http://t.co/wItpHP9Vfh
Don’t laugh …because Social Media is a Funny Thing …and a number of companies REALLY don’t know what to do!… http://t.co/ny1rVSmk2R
I think I know what I’m doing now: [Comic] Are You Really ‘Doing’ Social Media?. #sm http://t.co/RwBPYSrnO0 @SocMedSean
[Comic] Are You Really ‘Doing’ Social Media? http://t.co/Tku9VeB1Sc via @socmedsean
Are You Really ‘Doing’ Social Media? Engaging in social media is significantly more then just signing up! http://t.co/i5vB7YuDXG