Students often ask me: Do I need social media? Generally, they are already in my class and at this point it’s a bit late for them to turn away. Yet, they are often surprised by my response. No. No you don’t need social media. You can still run a surprisingly effective business without engaging in social media. And, if you don’t have a plan for how to do it effectively, then you are better off not doing it at all.
My dear friend Monica Villa said something really insightful to me about social media the other day. She said, that content is not king but rather context is king. She then went on to elaborate that what small businesses and companies need is to focus on what the context of their social media platform is, i.e. what is the conversation that they are trying to start on social media, who are they listening to and what are the conversations that they want to drive in return.
It also made me think a little bit harder about the context that I want to set for this blog and for the work that The Social Works Co and our sister brand SoCu will engage in. The contextual conversation I want to set is the fact that when asked “Do I need social media?” the answer that pundits and everyone else should give is “No. Unless you are going to do it right.” Doing it wrong means hundreds of thousands of hours of wasted time.
Yesterday, I was on the phone with Michael Hyatt who told me that on average people spend 72 hours working per week. For the record that’s 8-8pm Monday through Friday and then half a day on the weekend. That’s essentially your whole life and it doesn’t have to be spent working.
Instead, small business owners, in particular, need to learn how to create and run social media strategies and campaigns that are efficient, effective and strategic. We need to automate the content and its distribution. We need to rely on partner and influencer networks to extend reach. We need to measure and tweak. We need to make social media engagement a part of our employee’s lives and a system.
That’s what I want to talk about and how I want to provide value for for you. In return, I want to know:
- Is this working for you?
- Are you simplifying your strategy?
And I want to start a broader conversation about social media strategy: simplifying the rules, creating a social media certification and a process that people can use to manage social media in the same way other industries have processes, established best practices and workflow content.
Do I need social media? No. Should my business have social media? No. Unless you are able to do it in a smart, strategic and timely manner than no. No one needs social media. However, when done effectively social media can improve your business. It just needs to be done right and we, as social media gurus, owe it to you to tell you how to do it in the easiest way possible.