by Elizabeth Vassolo | Featured Contributor
The number one thing that scares people about social media is that they think they have to be on every channel, talking to everyone.
In fact, most of my clients come to me because they are paralyzed by the idea of doing social media or they are overwhelmed managing several channels and simply don’t know what to do next.
And like a good marketing counselor, I dose them with the truth and give them hope.
So rest assured, your business won’t fail if you aren’t on every social media channel, 24 hours a day.
Now, there was time when the popular social media sentiment dictated that you HAD to be everywhere, talking to everyone. But social media has evolved and it’s just not realistic from both a resource point of view and an ROI perspective.
The truth is, social media won’t save your business, at best, it is a complimentary strategy.
And social media should never replace the tried and true marketing initiatives that work for your business.
It’s a great tool to discover information about your prospects and foster conversations that you can hopefully take offline.
But social media is the topping or condiment that makes your marketing that much more delicious.
It’s the homemade whip cream to your sundae or the ketchup on your hotdog (Yes, I said ketchup. And yes I live in Chicago. And no, I’m not ashamed.)
So, it’s ok to pick just one channel to love and cherish.
And really love it. Love it like your love your favorite Kate Spade bag, Clinique lip gloss or Florida coffee mug.
Because you need to be consistent. You have to be present every day, in as close to real time as possible.
So how do you choose what channel is best for your business?
Do some research, you probably have done a brand study at some point. Pull out the information about your target audience and find the channel that makes the most sense.
You’ve never done a brand study? Then contact me and we can talk.
Once you decide where to start, learn everything you can about that channel and dig in.
Set a weekly task list that includes time for building your network, creating content and putting it all together.
And evaluate your efforts.
Are people paying attention? Are you learning about your prospects? Are you using your channel to support your other initiatives?
After you’ve been at it for awhile and feel confident in your network, then you can think about introducing another channel into your mix.
If, on the other hand, your social media management is already spread too thin across several channels, pull back and refocus your efforts on the one that makes the most sense.
And soon, you too will be the queen of your social media castle.
Want to chat more, let’s connect on Twitter. Find me @evassolo.
Elizabeth Vassolo: I’ve been a part of social media from the beginning. First as part of Chicago Tribune’s TribLocal digital launch team and now as an agency owner and Social Media consultant and guest speaker.
My advertising, branding and social media firm Vim, Vigor & Vassolo helps small to mid-size businesses overcome their communication challenges and shows them how to make their social media and digital presence work for them.
I also work as a digital consultant to other marketing firms and advertising agencies. And I’m the on-camera social media expert for PBS’s Illinois Business This Week.
When I’m not tweeting, blogging or branding, I’m reading, walking my dog, traveling and giving tram tours at the Morton Arboretum.
Let’s connect @evassolo.