It's a funny thing - just because it's possible to do something, people think they know how to do it properly. Why is that?
For example, there might be a pencil and a piece of paper on your desk - does that mean you can draw like Leonardo? You've probably got a car in the parking lot outside - does that mean you could win the Monaco Grand Prix? I bet you can use Microsoft Word perfectly well - does that mean you can write a best selling novel?
I have a wonderful kitchen but even with the best possible ingredients, I couldn't cook a meal that would win me a Michelin star.
So, what makes you think you can run your own social media campaign?
You're a restaurateur, or a doctor, or an interior designer, or a retail store ... and I'm sure you're very good at your job. And so am I.
Let me tell you what some people think running a social media campaign is. Well no, let me go back on that, some people don't even realize that there IS such a thing a social media campaign.
What they do is they say "Please let me have the user name and password for my Twitter account that you have created for me. Now that you've got me all those targeted followers and created that lovely branded background which is right on message and sells and represents my business so well, I'll take over. Actually, when I say that, what I mean is that I'll get my secretary / wife / intern / server / IT guy / night-watchman / office cleaner / family dog to do it. After all, all they have to do is post some sales messages from time to time. Right?"
Actually, I wish they WOULD ask that but they don't get past the first sentence. If they asked, I'd want to know what marketing credentials their family dog / pet parrot / whatever has.
I'd ask what experience they have of social media. Actually, I have asked this question. The reply was "Well, he's been using Facebook for nearly a year now, so he knows all about social media". I'm not even going to comment on that one; I don't have to explain to you just how daft that it.
Then I would ask how your goldfish / potted palm / whatever is going to integrate the social media with your existing marketing plans. I expect the answer would be "Huh?"
A couple of years ago, I was involved in an online discussion somewhere about 'should you outsource your social media?' At the time, I felt that it was unwise for companies to run their own social media accounts but I wasn't really vehement about it.
But oh boy, I am now.
This is because I've experienced it at first hand. We create a Twitter account for a client with a gorgeous, branded background. Easy. More tricky is attracting targeted followers. After all, if you're a restaurant in Miami you want your followers to be local people, food writers, journalists, travel consultants, foodies, prestigious magazines and publications ... and of course, people who are in Canada who are going to Miami for a month, people in Atlanta who fly down to Miami every weekend. IT guys in India aren't much use to you, are they?
So, we get the attention of these people but are they going to follow? Only if we post information that's useful and interesting. "Our Specail Tonite Is Roast Osyters" every day isn't going to do the job, is it? (Especially with those erroneous capitalizations and typos).
Then, we communicate with these people. After all, is is called SOCIAL media for a reason. Accounts are monitored constantly (well, as constantly as possible) so that followers get prompt answers to their queries. Followers are nurtured, making them into friends of your business.
Posts to your social media account are integrated into the rest of your marketing. They will frequently drive traffic to your website. (Not to your Facebook page PLEASE! I see that so often and it's such a very bad thing to do).
Will your goldfish do that?
No. I'll tell you what will happen. You'll lose followers. Your genuine followers, who are accustomed to being replied to, who have been carefully cultivated, will stop following you.
Your follower count may drop but it may remain the same if you're lucky. But now, you're being followed by those IT guys in India, people who want you to join their multi-level marketing downline, a sprinkling of porn girls (who are more likely to be dirty old men in a back bedroom somewhere) ... in general, people who want to relieve you of some money.
You'll have no communication any more - those IT guys in India aren't going to read what you say - which is just as well really, with your typos and so on. I've just seen this "The sun is peaking out ... Our menu is always changing do to what is fresh." Yes, really.
I can't resist this sad little analogy, sorry; your marketing 'expert' is a fish out of water.
I have a wonderful kitchen but even with the best possible ingredients, I couldn't cook a meal that would win me a Michelin star.
So, what makes you think you can run your own social media campaign?
You're a restaurateur, or a doctor, or an interior designer, or a retail store ... and I'm sure you're very good at your job. And so am I.
Let me tell you what some people think running a social media campaign is. Well no, let me go back on that, some people don't even realize that there IS such a thing a social media campaign.
What they do is they say "Please let me have the user name and password for my Twitter account that you have created for me. Now that you've got me all those targeted followers and created that lovely branded background which is right on message and sells and represents my business so well, I'll take over. Actually, when I say that, what I mean is that I'll get my secretary / wife / intern / server / IT guy / night-watchman / office cleaner / family dog to do it. After all, all they have to do is post some sales messages from time to time. Right?"
Actually, I wish they WOULD ask that but they don't get past the first sentence. If they asked, I'd want to know what marketing credentials their family dog / pet parrot / whatever has.
I'd ask what experience they have of social media. Actually, I have asked this question. The reply was "Well, he's been using Facebook for nearly a year now, so he knows all about social media". I'm not even going to comment on that one; I don't have to explain to you just how daft that it.
Then I would ask how your goldfish / potted palm / whatever is going to integrate the social media with your existing marketing plans. I expect the answer would be "Huh?"
A couple of years ago, I was involved in an online discussion somewhere about 'should you outsource your social media?' At the time, I felt that it was unwise for companies to run their own social media accounts but I wasn't really vehement about it.
But oh boy, I am now.
This is because I've experienced it at first hand. We create a Twitter account for a client with a gorgeous, branded background. Easy. More tricky is attracting targeted followers. After all, if you're a restaurant in Miami you want your followers to be local people, food writers, journalists, travel consultants, foodies, prestigious magazines and publications ... and of course, people who are in Canada who are going to Miami for a month, people in Atlanta who fly down to Miami every weekend. IT guys in India aren't much use to you, are they?
So, we get the attention of these people but are they going to follow? Only if we post information that's useful and interesting. "Our Specail Tonite Is Roast Osyters" every day isn't going to do the job, is it? (Especially with those erroneous capitalizations and typos).
Then, we communicate with these people. After all, is is called SOCIAL media for a reason. Accounts are monitored constantly (well, as constantly as possible) so that followers get prompt answers to their queries. Followers are nurtured, making them into friends of your business.
Posts to your social media account are integrated into the rest of your marketing. They will frequently drive traffic to your website. (Not to your Facebook page PLEASE! I see that so often and it's such a very bad thing to do).
Will your goldfish do that?
No. I'll tell you what will happen. You'll lose followers. Your genuine followers, who are accustomed to being replied to, who have been carefully cultivated, will stop following you.
Your follower count may drop but it may remain the same if you're lucky. But now, you're being followed by those IT guys in India, people who want you to join their multi-level marketing downline, a sprinkling of porn girls (who are more likely to be dirty old men in a back bedroom somewhere) ... in general, people who want to relieve you of some money.
You'll have no communication any more - those IT guys in India aren't going to read what you say - which is just as well really, with your typos and so on. I've just seen this "The sun is peaking out ... Our menu is always changing do to what is fresh." Yes, really.
I can't resist this sad little analogy, sorry; your marketing 'expert' is a fish out of water.
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