There's been a massive amount of hype recently about how having a social media presence is essential for a successful business. The perceived wisdom says that your business will fail to flourish without a Facebook Fan page and frequent Tweets. I've been confused for quite a while about whether I needed or wanted to indulge in Social media. I'll admit to being quite stressed about the conflict between privacy and publicity. I'm hearing the same things from people I meet at networking events. So here are seven tips for deciding when and if social media are right for you.
Tip 1: Who is your ideal client?
The more you understand about your ideal client, the better you can serve them. So ask yourself if your ideal client is likely to be a fan of these new media and where they tend to hang out. Concentrate your efforts on the platform or service that is most important to your potential client. If your clients are unlikely to be Facebook or Twitter addicts then spend your time elsewhere.
Tip 2: Define what is bothering you about using Social Media
If you're stressed, anxious, concerned or confused by the new media spectrum then its time to take stock of what is causing those emotions. Stop and reflect on just what it is about social media that is throwing you off kilter. Whether it's time, content, privacy, control or age and relevance, once you know what the problem is you can find a solution.
Tip 3: Find out what others are doing
Have a poke around various sites to see what other people in your industry, locality or age group are doing with their sites. See what your competitors are saying. Go see what all the fuss is about and see if you find things that appeal to you. Ask around and see what your colleagues are experiencing with social media.
Tip 4: Set boundaries
Once you've identified the real issue that's vexing you, you can set some boundaries to control your issues. For example:
If your concern is time: Set aside 20 minutes once or twice a week for updating/reading or commenting and put it in your calendar.
If your concern is privacy: Decide exactly what you are willing to share and don't share one word more.
If your concern is content: Share the content you've already got on multiple platforms
If your concern is control: Decide what you will allow others to post and change the privacy settings accordingly.
If your concern is age: You are never too old to learn a new skill, go out and search for others your age and see what they are doing with social media.
If your concern is relevance: If your message is important enough for you to create a business out of it, someone will want to know.
Tip 5: Be willing to be wrong
Consider the possibility that you might be wrong in your opinion about social media. Take some time to ponder whether you would be willing to invest in social media if you knew it would generate business. If you've set your boundaries correctly, then what do you have to lose?
Tip 6: Ask for help
There are loads of websites with great information about how to use social media. Why not talk to an expert and get advice on how to proceed? You could even sign up for a workshop or tele-seminar with other folks who are as confused as you are.
Tip 7: Schedule a review
If you're uncomfortable with a long-term commitment to social media, then set up a regular review of your strategy. Give yourself 3 to 6 months to get yourself established and then examine your efforts to see if the investment of time has paid off in new customers or contacts. If it's not working feel free to stop.
Most of all, take a deep breath and relax. A social media strategy is meant to help you, not stress you!
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