Content Trumps Any Plan

In my day job, I’ve been reviewing a list of sample internship projects that were recommended in the area of communications and marketing. One, in particular, stumped me and cried out to be revised or deleted altogether. It read:

Utilize social networks to develop strategies for creating communities around [our office's key areas].

The problem lies with the thought that social networks should be used to develop strategies, when in fact, people develop strategies. Some of those strategies may involve using social networks to connect with and engage people. 

The truth is that…at the heart of any marketing strategy–no matter what the vehicle–is solid content that speaks directly to your customers’, clients’ or partners’ problems, needs and questions.

Social media and networks are merely a way to share that content and engage your customers, clients and partners. Before you can share and engage, you must have something to say. And remember…that something isn’t just anything. It’s valuable, relevant and compelling content that establishes you as a thought leader and trusted resource.

Before you go jumping into the social media sphere, realize that it’s not a one time deal. Engagement is ongoing. You must continue to regularly provide your target audience with this content.

The reality is that although social media is appealing and can definitely be an effective tool to communicate directly with your market and develop a community around important issues, it is not right for every business or organization right now.

I always recommend that before someone decides to use Twitter, Facebook, LinkedIn, SlideShare, Flickr or any of the other social media tools for business, that they first use them personally. Get your feet wet, look around, read, observe, join…gain an understanding of the culture.

With any aspect of technology, you can read about it and talk to people about it for days, but you won’t have a chance of really “getting it” until you jump in it.

There’s no danger lurking after you join. You won’t break anything. You don’t have to commit to being there for the rest of your life. Just take the time to try it out and see what it’s all about–for yourself.

I hope this is helpful as you develop your website marketing strategy and if you have been reading my newsletters and blog and already “get” these concepts, please share this with others who may not.

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