It's not just about social media
The term "social media" is everywhere. It's shiny, it's trendy, and everyone either wants to hear more about it or is already tired of it. Social media is a great way to communicate. I love the technology that allows me to stay in touch with people from all over the world and share information, media, and content.
Social media is also good for businesses (and non-profits). However, a lot of organizations are jumping into social media with blinders on. They seem to have decided that Facebook, Twitter, and LinkedIn are the silver bullets that will cause their organizations to become overnight successes, and that they will automatically get more customers by asking for more "Likes" on Facebook.
I typically encourage my clients to think bigger.
Social tools can be a key component in a successful digital marketing system. However, it's only one component. A successful strategy also includes other key components - things like email, your website, QR codes, presentations, print (yes - sometimes print!), podcasts, and especially content.
More importantly is how you tie it all together. You can set up Facebook pages, ask for likes, tweet links, and generally "show up" on social media all day but unless you have a clear vision of how it fits together and how your content marketing system is structured, your marketing will not reach it's full potential.
Try thinking of social media as one piece of the pie. Explore some ideas for how you can tie social media to email, video, articles, and other types of content. Where do you want to guide your constituents? What specifically do you want your Twitter followers or Facebook fans to do next? What would motivate them to follow you?
By creating a plan for how it all fits together, you will begin to see the big picture and can optimize each segment more efficiently. This will help your organization go from "jumping into" social media to executing a strategic digital marketing plan.
P.S. This Friday's webinar would be a great place to start.
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