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.
This week’s newsletter is just a forward of a great post by Robert Middleton that outlines his policies and plans for marketing using Twitter.
Here are a few highlights:
1. Twitter is about sharing value in a fairly narrow band. For me that band includes ideas about marketing, selling, and succeeding as an Independent Professional. So when I tweet, that’s mostly what you’ll be hearing about.
2. My focus will be on sharing value with you, not talking about me. This will include links to blogs and other web content, ideas, tips, strategies, information and inspiration. If I share anything about me, it will be about insights that I think you’ll find useful.
7. I’ll ask questions and use my followers as a resource, if that’s OK with you. There’s still a lot I need to learn and with Twitter I can tap into this amazing network.
Yes, Twitter is an amazing network and one reason that I like it so much is that it’s okay to “do business” on Twitter. Unlike other social networks, promoting your business (from my observation) is understood, accepted and even expected at times. Tomorrow I’ll give you a few key ways that you can specifically use Twitter, that I learned at a workshop last week.
I have recently released a new 6-week email course: Website Marketing 101. Sign up on the right to start getting your lessons delivered to your inbox each week.
I made the switch from the special report to the course to give you more value and to help you actually implement the theories presented. The new format includes much of the original information in the special report plus new information to provide even more depth. I’m also giving you assignments….everyone loves homework, right? 
Well, I think that with a lot of website marketing information you can easily get overwhelmed and stuck because you don’t know where to start. Website Marketing 101 takes away the guesswork and tells you exactly which steps to take to begin moving forward with your new and improved website marketing strategy.
So, if you’re new to website marketing and need some direction, go ahead and sign up for the course.
