By Brent Pohlman, Published October 14, 2014
Engaging On Social Media – (It’s In The Past)
We were all told by experts and users alike, “Don’t sell on social media, you must engage.” As a result, people everywhere, including myself were spending countless hours engaging in conversations with people across our local community and nationally. Through the process I have been able to meet some great, quality people. But those people are the minority. The vast majority of people might engage you once or twice and that was about it.
Engaging on social media takes time, lots of it. The truth is no one has time to engage 8 hours a day and if someone at your company is doing this, maybe you should see how many clients and sales they are bringing in on a daily basis. Look at Apple, they have a profile on Twitter and Facebook but do not have any presence. Are you telling me they would be more successful if they were on social media?
The realization for me came with my business. As much as I wanted to prove that social media was bringing in new clients, more phone calls and the like. My surveys were proving me wrong. Only a few people, (less than 7%) were finding our company from our profiles on social media. This realization helped me understand where I need to place social media as a part of my process.
Social media is becoming a platform for the latest news, and buzz. The view below will show you where I spend my time and how I use these platforms. This system works for me and I am not implying you should follow my lead. I am simply showing you a day in my life so you can gain one perspective.
Snapchat – Not currently using. (Trying to understand need.) (Spend 30 minutes a month reading more about it.)
Instagram – Looking at trying to incorporate it more with pictures. (Spend 30 minutes a month.)
GooglePlus – Google keeps changing the rules and I need to stay current. I connect with a few marketing professionals on my personal profile and continue to work at learning the expectations and changes Google has with respect to company pages. I don’t spend a lot of time here and I am constantly trying new ways to make a difference on this site. Overall, it is not very useful to me. However, it cannot be ignored, because its Google. (Spend 5 minutes a day.)
FaceBook – This site is mainly for personal information on my profile and company announcements of blogs and special promotions for my company. I have been at the 900 -1000 like level for the past three years. I refuse to pay for advertising and I simply stay committed here because of brand exposure. (Spend 5 minutes a day.)
Twitter – This site is great from a professional standpoint. I connect with a lot of great people and I use Twitter Lists to categorize different users. I have a news list, contact list, various industry lists, follow specific people list. Very valuable resource. I can get instant information that helps keep me informed. In addition, the good, professional resources typically use this platform a lot. (20 minutes a day)
Linkedin – This site is where I spend time (20 minutes a day). I check updates periodically throughout the day. I read a couple of blog postings a day. I keep abreast of workers changing positions. A great site to stay connected with a network of professionals. Each month, I also look at trying to connect with some potential lead companies. A great resource that I need to look at more.
Content Marketing – (1-1.5 hour a day.) This is where my time is spent. Creating blogs, updating website information. Finding information to write about. I spend time here because this information has more value for clients and I can use it as the starting point for these social media platforms. Without time spent here, my time on social media would futile. All I would be doing is engaging people.
Thought Leader
Instead of trying to be an expert on these various platforms, use your time and energy and become a thought leader. There are way too many people who talk about the benefits of social media and how it can help your company. Consider asking your professional contacts how they use social media. I am guessing each person will tell you a different story. Also, listen carefully, if they speak in very general terms, chances are they really do not have a plan.
The truth is, you as a business owner who wants to use these tools must find ways to separate yourself from your competitors. Your task is to ind ways to learn more from others, stay connected and ultimately use these platforms to bring brand recognition to your company and yourself. Look for ways to maximize your presence online and start doing things a bit unconventional. Social media is evolving and changing. Look at where it has come in the last 5-7 years. If you stay in tune with the changes and spend the time focused on keeping your company message fresh and alive, you will see results.
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