A social media lifestyle part 1.

March 30, 2009

You can’t get there from here.

I read an interesting post over the weekend entitled “2009 Social Media Optimization: Back to Basics?” on aimclearblog.com. It was a synopsis of the key points presented at Search Engine Strategies New York 09 by the various speakers.

Part of what Dave Snyder talked about grabbed my attention.

“The biggest problem … in social media is that it’s mostly approached from a high level. “Cookie cutter process people” are delving into social media in the wrong way. Don’t keep using the same social media tactics client to client, platform to platform, expecting similar results.”

The use of social media is not a one stop process for reaching customers. Many business procedures from time and motion studies a hundred years ago to Motorola’s Six Sigma methodology in the 80’s have all followed the same principles. If you measure ABC you will gain a result X that will inform you how to improve ABC so you achieve X+. To put it another way there is a defined path from current to improved efficiencies.

Most shifts in marketing have also followed this path. If you increase the eyeballs then a CTR  of A will lead to B new potential customers who will convert at C rate to capture X new customers. Change any one of these and you affect the output of the equation. Simple math.

Social media is a lot more fluid, what works for one producer-consumer relationship does not mean it will work for all producer-consumer relationships. At Knetwit we discovered that there were very few student forums and blogs but lots of Facebook traffic. However most of the commentary about students was blog based. So, to reach students we concentrated on Facebook, to interact with those commentating about students we identified pertinent blogs to commentate on.

One of the frustrations of convincing an organization to adopt a social media presence is the lack of a defined path from A to B. It’s hard to define what that presence wil look like. Part of the fun of using social media is the discovery of where your customers hang out and what they talk about behind your back.

Thankfully there is no huge cost barrier to involvement in social media, just a time and discipline barrier. It takes time to discover the best paths to interact with your customers. It takes time to create the message that resonates with them most and discipline to keep doing it regularly.

I’ve said before, my favorite quote about social media comes from Lord Leverhulme of Unilever fame. In 1922 he said to the graduating class at Liverpool University.

““The conduct of successful business…merely consists in doing things in a very simple way, doing them regularly and never neglecting to do them.”

This is social media, do it simply, do it often and never neglect to do it.


One Response to “A social media lifestyle part 1.”

  1. […] first post in this series focused on looking past social media as a one stop solution for deeper engagement […]

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