Getting Social

This is a totally unoriginal blog post. There have been hundreds, if not thousands, like it. I write it because a meeting I had with a client yesterday reminded me it’s still not common knowledge and because it’s something I believe you need to understand and embrace before diving into social media if you’re to have optimal success.

You’re beginning to buy the hype. Everyone is on Facebook. Your mom, your kid, your grocer. Fortune 500 companies. You’re beginning to feel like you’re missing something and that’s the last thing you want for your business. Get going, right? Set up those accounts, start talking, make some money, right? Not quite.

As follows are some simple recommendations I make to businesses interested in entering the social media arena. Again, these are not unique ideas. Search “stages of social media participation” or the like and you’ll find countless blog posts on the subject. If this is something that interests you, I suggest you explore the topic further. I’ll provide some suggestions for further reading at the conclusion of this post.

Start Listening. Get online and surf your competition, your suppliers, your clients’ social media presences to get a better feel for what they’re doing and the platforms on which they’re doing it. Does their activity generate conversation (comments, likes, etc.) or are they messaging out into the vast abyss? Take note of activity and platforms you find appealing and repulsive.

Get Organized. Maybe you have time to surf the web “listening” all day, but I don’t.  I have a business to grow, clients to serve, a team to manage. Not to mention a household to maintain and a child to raise. I choose to be honest with myself about how much time I can devote to social media and am not inclined to bite off more than I can chew. The good news is, there are tools out there to help you streamline the process. I suggest you find some that suit your needs. Here are some I use:

Feedly: an app for Mozilla Firefox users that works with Google Reader and other RSS feeds to consolidate your preferred blogs, You Tube channels, Twitter feeds and more into a magazine-like format. Still using Internet Explorer? Get with the program - Firefox rocks.

(DISCLAIMER: If you are on a network, have a conversation with your IT department before downloading this or any other program to your company computer. Also, to be fair, there are alternatives to Feedly. Check it out, I “binged” it for you and found a list: http://alternativeto.net/software/feedly/)

Linkedin Groups: If you’re not on Linkedin, you should be. I have yet to encounter a client who shouldn’t stay informed about their industry and Linkedin is a great place to do that. The trick is joining relevant groups and conversations. Poke around and try some on for size. If you decide you don’t like a group or what they’re talking about, leave it or adjust your notification settings (daily, weekly, immediate) accordingly.

At least check out Twitter. I’m not a Twitterholic but I do recognize it as a convenient tool for finding information and creating “streams” of content tailored to your interests. Follow and unfollow at will and learn what all the fuss is about.

Participate. Fill out your profiles completely. Make a comment on a blog that stirs you. Answer a question or join a discussion. NOTE: Use your manners!

Commit. Consider your business model and resources (time, people, knowledge) and choose your platforms for engagement wisely. Consistency is key in social media, so map out a plan you can reasonably honor. Since you’ve spent time listening and participating, this will be easier to do.