After taking countless seminars, classes and webinars, reading e-book after e-book, and forum after forum on the subject of Social Media, it amazes me (oh well, maybe it really doesn’t AMAZE me) that people attempt to handle their business accounts the way they handle their personal Facebook pages and Twitter accounts.
I met with a client today that wants to delve into the world of Social Media but is not “up” on alot of the in’s and out’s of its use. While 2013 brings about a change from worrying about “like” and “followers”, the real engagement is to offer the clients something to make them come back for more. In this instance, with this particular client, media and its ability to enhance his business is scoffed at – an old traditional place doesn’t need to get into all this “new stuff” but then he wants to make a splash on a Facebook page.
So we start out simply – he shows me a picture and says it received over 4,000 views – my answer, “what did it bring into the business?” His response, “I don’t know”. My next question is why did you post the picture which illicted the response, “These pasteries everyone loves! Look at the number of views!” But this business does not offer these desserts as a take home item, or a take out item, nor does it ship locally or nationally. So again I think, “Why?”
I ask if the picture is “tagged” …. “alternate text”…. “optimized so Search Engines can find it” and I am met with, “Why do I need to do all that? I don’t know what any of that is and what is it going to help?” So I, in turn say, “4,000 becomes 40,000 but again, what do you do with 40,000 views if the people can’t get to taste them?”
That comment didn’t go over well – shipping is not something they are going to do; they are a local restaurant and only have a limited amount of the product. The owner received many “comments” regarding this picture but doesn’t have the time to respond to any of them so he instead wants to just sit back and say “I got over 4,000 views”.
This is what not to do with Social Media.
Want to see how many people want to be your “friend” or “follow” you as you post a 140 character synopsis of what you do each moment, fine…. Facebook and Twitter are for you and YOUR PERSONAL ACCOUNT! Watch those numbers climb because, in all seriousness, they are just that, numbers – no one is buying from you, using your services, hawking your wares – nothing, nada! But for your business, well, that is a different story.
Want to post a picture? Make it relevant to the product or service you are trying to sell on whatever Social Media outlet you are using. Make sure it is tagged right, optimized correctly, hey, let’s even through this one in – use a CLEAR picture!! Then offer the people that are viewing something tangible – easy reservations, “We’ll save one just for you!” promotions, whatever will get them into the door of your local eatery or shop. Just as in life, don’t play the “tease” – there must be follow-up, follow through and something significant in the end.
Please keep posted to my blog as I chronicle the Social Media program I watch this business go through – what works, what doesn’t as my friend in his business does what he always does – wears way too many hats and becomes a master of letting things fall by the wayside. One day, maybe, he will actually hear me and let someone who knows a bit about Social Media handle his business’ Marketing and actually see a difference in the bottom line!