Social Media is all the rage. Twitter this, Facebook that. Be part of “The Conversation”. Indeed, this is the business of my business: counseling smaller businesses and startup companies on how to integrate the power of the Social Web into their marketing scheme.
But more and more, I see articles and news tidbits whose general message is “it’s not social media, it’s what you SAY.”
My inner 5th grader says, “Well, DUH!”
Social Media isn’t a magic wand. You can’t simply hop on the Twitwagon, create a Facebook profile, or even start a blog and expect the world to stand back and rejoice. It seems to be a bit of a surprise to some folks that, regardless of the far-reaching power of the Social Web, harnessing it and getting the message out involves work. Having the accounts is simply the beginning.
It’s actually WORK?
Yes. And quite a lot of it. Once checked in to the world of social media and PR 2.0, you have to filter through the effluvia to find voices who are actually saying something of merit, something that is of value to you and your brand. LISTEN to them. Check to see who they’re listening to, and you listen to them, as well. Read what they’ve written. Engage them; offer constructive commentary about what they’ve said. But wait, there’s more.
There’s more??? (Shocking, I know, but true.)
You, Brand X, have to say something of value. It’s not just that you use Twitter, it’s how and what you say on Twitter that matters. It’s not just that you HAVE a blog, you need to say something that will give people a reason to ask something other than, “Who cares?” Once you’ve written something, you must engage the people who’ve taken the time to read and comment about what you’ve said, be it by retweeting or replying to your your Tweets, or by commenting on your blog posts. Engage THEM. Follow what they have to say. And the cycle begins anew.
Read. Listen. Engage. Speak. Read. Listen. Engage. Speak. It’s ceaseless. And totally necessary if you want to have the Social Web be an effective tool for you and your business.
So, when I hear people saying things like, “it’s not social media that got the job done, it was the message”, I get a little rankled. Social Media doesn’t do the work for you, it simply gives you the tools to reach your target audience; it gives you access to legions of listeners just waiting to hear something that makes them prick up their ears and say, “Hey, that’s cool!” or “I was just thinking the same thing!” It’s WHAT you say — and how you say it — that matters.
Social Media is just the on-ramp; it’s up to you to make the journey.
