Let’s assume that you have completed a comprehensive audit of the Twittersphere only to find out that your customers (or potential customers) don’t frequent the space. Should you still jump in armed with a strategy for gaining active followers? No. You read that correctly—an active Twitter user just told you to stay away from 2009’s social media superstar.
Social media isn’t about the tools. We often tell our clients about “meeting consumers at their preferred point of engagement.” If they’re not on Twitter (or using blogs, Facebook, etc.), then you should not be looking for them there. This is common sense; however, companies have been known to throw themselves into social media without much thought, and thus, garnering disheartening results.
We have certainly arrived to the point in social media’s cultural development where most people incorporate it into their lives in some form. Think about it: how many people do you know that are not on Facebook or have never watched a video on YouTube? We have also arrived at the point where businesses can use social media to create raving fans and to increase revenue. The point is, there are thousands of social media outposts—from Facebook to PbNation—and you should concentrate your efforts on communicating with your audience where they already are, rather than streaming messages where they aren’t looking.
If after your comprehensive audit, you have discovered that your customers are not active on your favorite social media site, you have some work to do. If you want to reap rewards from social media, learn how to engage your audience; don’t hire a programmer who took a couple communications classes in college. Rather, seek advice from a team of professional communicators familiar with a wide range of social tools who can connect you to your audience. Let us know if we can help set you on the right path.
