The temptation is definitely there…
Social Media is FREE right? Anyone with a computer can set-up an account and start writing stuff. “I could hire my teenage daughter or an intern to put stuff on Facebook for me! Heck, they’re on Facebook constantly – they know how to use these tools!”
It sounds enticing, but when you really dig into what Social Media is all about, a do-it-yourself approach just doesn’t make sense:
- Time - this is the one thing I hear most of all. “Well, I just don’t have time to stay on top of all this.” It’s true. Social Media is a time-suck. Creating a page and then leaving it to rot won’t do you much good. Moreover, if you are on Social Media, your fans and potential fans expect some activity. If they write you, and ask a questions or worse, post something negative, like a complaint, if it just sits there with no response…that’s when being in Social Media can actually be worse than not having a presence at all.
- Let’s move beyond Time – Let’s think about this whole interactivity thing. Sounds great right? The opportunity to have a dialogue, for the brand to really engage with customers. The interactivity part should be a primary reason to hire a professional. Clients come to CEA Marketing Group all the time to create an ad for example in a magazine. It’s a one-time placement; there’ s no potential for a conversation. You have total control over messaging and visuals- it’s static. It’s not “alive”. Ads cost maybe $500+, on the economic rate schedule – take 1-2 weeks to create, on a shortened turnaround. Let’s be honest – why would you agree to hiring a professional for an ad placement, but not to handle something as organic, 2-way, and impactful as Social Media?
- Permanence – when you create accounts, there is a ton of stuff that you can never change, for example your Twitter name or handle. Don’t just set-up an account or page on a whim. It requires thoughtful planning.
- Change – Facebook is changing every week. No joke. The last thing you want to do is allocate money into a campaign that can get you kicked off Facebook. It happens. And Facebook doesn’t have customer service; so if your page is removed; it’s gone. You have to be able to keep up with the updates. Not to mention, be on a regular regiment of Social Media education – seminars, conferences, webinars! There’s always something to learn. Much easier said than done.
- According to Mari Smith – she is amazing, and I absolutely agree with her – there are 4 strategies you have to consider: 1) Design 2) Content 3) Engagement 4) Promotional. It’s like any other campaign you ever hire an agency to creatively and strategically implement, except 10x more moving parts.
- Brand – more than any other type of marketing tool ever, you have the ability to build your brand in Social Media. You also can hurt your brand tremendously. Do you really want your lil sister or an 18 year old intern being the communicator for your brand? Probably not.
- Policies – companies need to establish internal policies and Social Media protocol. Agencies, like CEA Marketing Group, help clients develop those standards. It’s a critical part of the puzzle – for how to handle employees to how to handle negative feedback. We don’t pretend to be lawyers, but to have guidelines established is a must-do for small and large companies.
- Viral – everyone wants to go viral right? Well, it’s a double-edged sword. A viral campaign can be great if its positive and controlled, but can do a lot of damage if ignored or not handled properly. As a general rule – what goes on the internet, stays on the internet.
So yes, Facebook, Twitter, YouTube, MySpace, FourSquare etc. – all “FREE” tools. But, FREE doesn’t mean that DIY is the way to go.
Social Media is a marketing staple and will only become more influential and prevalent in the future. Remember – it’s a two-way tool. The dialogue is it’s greatest selling point. But, in order to have a dialogue you have to be prepared, professional, and available – you have to have a plan. My advice…don’t underestimate the power of Social Media. Before you get started, look into hiring a company and be reasonable – you invest in an ad; you should invest in 2-way campaigns – building a network – Social Media.
