Social Media: What Not to Do

There was a great blog post on AdAge about Social Media. Unlike so many other things you read about Social Media, this post was more about the things that Social Media can’t do. Those things include:

• replace a marketing plan
• work without upper management buy-in
• be a short-term project
• be developed in-house (by most)
• be executed without a realistic budget

You can read more of the post if you like, but I'll break down the important point that all marketers and business owners really need to know: Social Media is not something that just happens. With social media you can’t just put up a page and expect it to work and be viral. You need to have a strategy and you actually have to work at it. You can’t expect results overnight—and if you do, you'll likely be disappointed. As with any other marketing tactic, you need to work at it, optimize it, refine it… because successful Social Media that makes a real impact is not something that just happens on its own.

Just as important, remember that Social Media should be a part of a larger marketing strategy. A complement, not a replacement. In fact, Social Media should make your overall marketing plan more effective because it provides a direct link to your customers and allows you to engage with them. However, don’t mistake this direct connection as a silver bullet or “cure all.” It won’t make you the best thing since sliced bread in a week. While Social Media will allow you to speak to, connect with, and learn from your customers, it is still a marketing tactic that needs to be executed properly, and as part of a larger integrated plan. And remember, it does have its limitations.

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