Paul Friederichsen is the founder of BrandBiz, a company that specializes in PR, media strategy and placement, sales incentives, training and mobile marketing as well as social media. Visit his website www.brandbizinc.com
To Do Social, It Helps To Work Socially
First, let's all agree that social media (Facebook, Twitter, LinkedIn, Pinterest, etc.) are essential marketing tools for just about everyone nowadays. If you don't agree with that, you must also be a card-carrying member of the Flat Earth Society and you may stop reading this now.
If you're still with me, odds are you're today's struggling entrepreneur and you've embraced the new 'social order' in some form or another. You already have a website (I know, it's a work in progress, of course) and you've ventured off into the blogosphere, searching for "likes" and tweeting and pinning your pants off.
Three ways of working ...
There are three ways you're probably getting this done (or should I say trying to get this done):
1. You're doing it solo, eking it in between a hundred other duties.
2. You've hired someone to do it for you and you look over his or her shoulder occasionally.
3. You're working with someone - a partner in crime - a social collaborator.
If scenarios one and two accurately describe your social activities, you need to read further, because dear friend, you need help.
To be effectively social, you need to do it socially.
Back in college while working on my fine arts degree, I learned a simple principle. Great art, as the saying goes, isn't created in a vacuum. Great art always gets its inspiration from other artists. Now my art history gets a little fuzzy here, but even Picasso was influenced by other artists. Before I venture too far off topic (and I'm not suggesting your next tweet should be hung in a museum) my point is simply this: the best results for social media execution, used as a marketing communications tool, come from the collaboration of two or more dedicated souls. There, I said it.
Case in point ...
I offer as evidence KronotexUSA.com , its blog and its attendant social platforms. Over the past several months, I've had the privilege of collaborating with one of the best, most talented individuals in social communication to ever grace cyberspace, Christine B. Whittemore of simplemarketingnow.com. She and I work together for the online communication of this "quiet giant" of laminate flooring. We share the burden, the joy, the responsibility and the accomplishment of this client. We challenge each other, encourage each other and review each others contributions before going live. Could the same be accomplished by working solo, to the degree that success has been achieved? Likely not. And it would not nearly be as much fun.
Christine and I conduct seminars at Surfaces - she focuses on social media - I usually speak on the importance of branding. But we both hear the all too common feedback that's becoming cliche: "I understand all this social media stuff is important for my business, but how on earth can I fit it in to my schedule?" Well, the cliche answer is that two heads are indeed better than one. Taking this all on by yourself, whether you own the business or as part of your job description, will not generate the best results. (Ever heard of "burn out?) And if you're the boss and not actively involved to some degree with your employee's or vendor's efforts (scenario #2 above) just won't work nearly as well, either.
The reward ...
Get involvement. Have co-administrators. Seek contributors. Make it a team effort. And if you own the place, don't just delegate it off - that's your brand - that's you they're talking about. By having others involved, your social voice will more likely stay constant and consistent, your responsiveness will be more timely, and the quality of your content will continue to improve. But here's the best part ... you'll be a more effective communicator!
Edited by Admin 12/12/2012