Social media can be a powerful tool in your marketing and relationship building arsenal, however it’s important to not see it simply as a magic bullet – it has to be used strategically and with realistic expectations about what it can and cannot accomplish.
Whatever your goals for social media, you need to plan to be in it for the long haul – showing up every day, providing great content, building and engaging with your community.
All too often I get contacted by companies that are doing a launch or an event in the next 30+ days, they’re panicking and they’ve decided that social media is what will fill their event or sell out their product/service. However, they have yet to build a loyal community on social media.
Yes, it is possible, but ONLY when you’ve built a community of people who know, like and trust you. You need to have earned this through long term and consistent efforts.
When done correctly social media can certainly provide you with a steady stream of leads and sales.
However, if your brand or business starts out with unrealistic expectations – and certainly when those expectations are not realized – your company can lose faith in the power of social media.
When faith is lost, less of a priority is put on social media or it may be scrapped altogether, which is a big mistake as it likely wasn’t that it didn’t work, it’s that it was viewed as a magic bullet without any need to work at it.
It’s likely that for many people/businesses much of what’s believed about social media is wrong. They are myths and it is time to debunk them once and for all.