I am continuously baffled by brands under-investing in social media. While many say they want exposure, engagement, and access to targeted consumers, most don’t want to invest the time or energy into their social efforts. What is the alternative?
First off, you must market your business in order to tell your story and even put yourself in play for consumers to make a buying decision. So where else are you doing that? Print? Out of Home? Word of Mouth? Demos? All of those are less measurable and harder to scale than leveraging social networks. Are they not?
I think brands get lost in the unknown aspect of it all, and they fear that since they don’t understand it they won’t be any good at it. As a result, many stand on the sidelines watching other brands succeed. No expert was labeled that way on day one. It takes time and effort to develop expertise. Just like developing a good product or service takes careful thought, planning, trial, and refinement, so too does your social media efforts.
Also, brands take a long time to come around to action and by the time they do the ball has moved. Newer brands to social media are looking at fans and followers and the metric for success, yet those are 2016 KPIs. These days it is about paid social prowess, influencer tactical warfare, and true content marketing. So some put their toe in and when they get it wrong they recoil and almost take an “I told you so” posture. This is the wrong move, because not only do you need to stay the course, but you need to be all in and on all fronts.
With anything good in life, what you get out of it depends on what you put in. You must invest the time and resources now if you want to succeed and just like working out, you must not get discouraged if you don’t see results after your first session. You must believe in the religion over the tactics (shoutout @garyvee) and play the long game. It is a matter of survival…