Me, a perfectionist? Ya pretty much. I am a full-on type A personality that is highly motivated to do everything I do with the best form, intent and results. I really strive to deliver on everything I teach, as it is not just words of a ghost writer, I actually write every post you read on our blog. I actually do the things I write about and show the results and effort real-time on a daily basis. I am very rigid about this. I will not bend. I refuse to cut corners.
We know, or at least we should know that social media is supposed to be social. I try to be patient about a lot of things within the social graph, understanding that everyone has different ideas, methods and approaches to their social media marketing tactics. However, one of the things that is just incredibly difficult for me to handle are the direct marketing pitches. Let me clarify…
You should be telling about your company, product and service in your streams. You should be getting into conversations about said with your fans and followers. You should be sharing interesting, relevant and valuable information about what you do in your streams. The end result is, that is why we are here. I am referring to the new follower, the new connection or the person that never engages with you at all. You know, posting on your wall. Inviting you to events. Mentioning you on Twitter with a pitch and a link.
This all too frequent fail in social media has caused me to be very sensitive to pitches in OUR social media strategy. Call me crazy, but the last thing I ever want is to be called out for doing something I write about and believe, then failing to act on what I say. I’d rather be shot! But the point is, I have swung way too far the other way.
An interesting recurring situation has happened to me over the last week and a half. In demo’s, telephone calls and face-to-face meetings, I received comments from folks I actually have built relationships with. People I know well, engage with frequently and have relationships with. The more than four comments were all something like this… “OMG, I had no idea this is what you do. This is amazing, I wish I would have known sooner. Where do I get it?”
I just have one word to say at this point. OUCH!
I have truly failed in our social media marketing strategy, tactics and methodology. I became so over sensitive on the media side of social media that I was failing to get our message across to even our most supportive audience. Even worse, those that know me well did not even know what we do as a company. Are you kidding?
- Although you should never be over eager to pitch your product or service, you must ensure that your brand value proposition and message is getting across to your audience. If it isn’t, either your message or your method is off. Or worse, both!
- For Pete sake, the people you have built relationships with should never be the LAST in your audience to understand what you do.
- Build relationships, help other people, but ensure that the value of your brand, product and messaging cuts through.
I have spent the last two days pondering where our messaging and methods are off that got us to this point. We are implementing some changes to some things internally and personally with my content and conversations to rectify this. When people that you know and like don’t know what you do, you may need a little bit more media in your social media. I am embarrassed, yet motivated to ensure the enormous value our technology delivers to the marketplace gets heard.
What changes to your social media strategy and engagement needs a little bit of media adjustment? Do your relationships know what you do? Is your value proposition coming across with your current strategy?
Evaluate, Adjust, Execute!
P.S. At the risk of swinging back the other way too far, I am going to ensure that I give an opportunity for you to know exactly what my company does for social media.
Here’s what we do:
Bundle Post, Social Content Management System
- social content aggregation
- repository of your company social posts
- merge content to schedules
- Follow Friday management
- integrates with Hootsuite
- 4 days of content in <20 minutes
- twitter, facebook, linkedin, fanpage support
- handle 80% more clients with ZERO additional resources
- improve social program results
- supports unlimited clients, content, posts