Social media experts can be a lifesaver when you’re looking to dip your toe into churning and chaotic online waters.
However, with the social media landscape changing … oooh, DAILY … it’s hard for experts to claim territory over each and every social platform.
And beyond that, there is a bigger secret social media experts don’t want you to know.
Without Social, It’s Just Media
Before I get into divulging social media secrets, let’s first explore why social media should have a place at the table in your marketing war room.
According to the latest Sprout Social Index:
- 90% of people surveyed have used social media in some way to communicate directly with a brand
- Social surpasses phone and email as the first place most people turn when they have a problem or issue with a product or service
And since your customers expect real-time responses and resolutions to their problems, many are turning to social media to find fast help.
But if you’re not there ready and willing to reply?
Sprout’s Index says 1 in 3 customers are willing to go to a competitor when ignored.
So yes, we’ve established that using social media to grow (or retain) your business is smart marketing.
But there’s something you should know …
Social Media Experts Don’t Like To Admit This Secret
Social media success isn’t guaranteed.
There, I said it.
There is no sure-fire pattern social media experts can use over and over again for a business, industry, or niche.
That’s right folks, it’s a ridiculous ruse when social media experts sell the “ULTIMATE social strategy that applies to everyone.”
Why?
As I mentioned earlier, the social landscape is constantly changing … then add to that:
- Your business is unique
- Your target audience is exclusive to your goals
- Your competitors are yours to beat
- Your customer experience (historically and today) are yours alone
And then add to the above points other variables in marketing — like off-brand messaging, or low response rates — and you’ve got yourself even less of a chance of repeating a strategy that worked for the other guy.
I can tell you from experience that what works for our retail clients doesn’t necessarily work for our trades clients.
And the strategy that was a boon for one marketing client? It fell flat with another marketing client.
There just isn’t a one-size-fits-all approach. Sorry.
How To Sustain On Social
First and foremost, create a strategy that is unique to you, your business, and your business goals.
Steer clear of social media experts promising a strategy that is ‘sure to work.’ Click To Tweet
Additionally, it helps if you realize social media:
- Takes times
- Has limitations
- Will only underscore your true nature, culture, and willingness to help
- Can be exhausting
- Isn’t free
- Shouldn’t be your only marketing strategy
The biggest piece of advice I can give when it comes to social media is to be flexible and fluid.
While having a defined, documented plan is critical, so is the ability to be nimble when opportunities present themselves or the standards change once again.
Yes, social media experts can help you navigate the wavering waters online, but be sure they aren’t selling you a clouded campaign.
Care to share any of your own social media secrets? Lay them on us in the comments section below!
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