The Social Media Issue

by Nicole Branigan on January 10, 2010 · 2 comments

I want to punch you in your facebook

Social media. It’s frustrating to even type! I love Facebook, Twitter, Digg, LinkedIn – All of them! Yet when it comes to selling the benefits of social media to potential clients, the task proves challenging. What’s more, executing the desired social networking goals for others is even more difficult. Yes, social media is stupendous, and wonderful for many walks of life. But is it right for everyone?

I read a wonderfully insightful post from Burton Rich Creative Media that states, you can’t simply “do” social media. Social media/networking is one of the most effective ways to connect with your target audience and interact with them. But shouldn’t you be doing that anyway?

If you’re interested in connecting with a specific demographic, or want to interact with those you wish to target your business model after, you don’t necessarily need social media. There are more traditional ways to connect with consumers. Television still exists (even though my Hulu account doesn’t like to admit it) and print ads and brochure websites are still effective ways to gain new customers.

Executing social media and networking goals for other businesses, as a “social media manager” may not yield the most fruit for that business. After all, the point of social media is for the YOUR voice to be heard and for YOU to reach out to prospects, customers, etc. If YOU’RE not the one doing it, and you’ve hired someone to do it for you, then how effective can it truly be? Moreover, what is it saying about your business practices?

I better stop before I put myself out of a job. But the fact remains – social media (for businesses) is meant to connect customers and businesses. If you can’t say you’re doing that – you may be doing something wrong.

{ 2 comments… read them below or add one }

Jarid February 21, 2010 at 12:21 pm

On first glance, social media looks simple. Most social mediums are easy enough to navigate, but so much more can be done if you just dig a little deeper. Adding “friends” and “followers” and posting to them about your dealings can do a lot, but its only scratching the surface. It takes someone with sufficient knowledge and experience to convey that message and then actually go and prove it.


Nicole February 21, 2010 at 6:15 pm

Thanks for your comment, Jarid. While I agree that social media networking is not as easy as it looks, I truly feel that the bottom line for businesses is to “convey your voice.” I am not opposed to social networking coaching, and I feel this is valuable for businesses who need to learn to manage their own social media efforts.

I believe wholeheartedly that if you have hired someone to reach your audience and share your story, you are missing the most fundamental part of sharing your story in the first place.


Leave a Comment