Home > Marketing, Social Media > Social Media isn’t a Field Of Dreams

Social Media isn’t a Field Of Dreams

In the classic baseball movie ‘Field of Dreams’ a , mysterious voice tells our hero, Ray Kinsella (Costner), “If you build it, they will come”. Costner follows the advice and constructs a baseball diamond on his soon to be bankrupt Iowa farm. To the delight of audience memebers, people do come, the farm is saved, Costner plays catch with his father and we all live happily ever after.

Well my friends, social media isn’t like the Field of Dreams. Just because you built it, doesn’t mean anyone’s coming. While signing up on all the major platforms and building a interconnected network is a start, it isn’t enough.

So many businesses, who don’t get the true value of social media, think they can create a strong community simply by signing up. A tricked-out profile on umpteen sites is not the ticket to ‘rock star’ status. Major brands, think Coke, may be able to get away with this strategy for a short period of time, but sooner rather than later, your community will expect you to produce awesome content. If you do not… they’ll find someone who will.

A major key to your SM success is a properly developed strategy. Just like the Marketing Plans of old, you need a properly executed strategy for your social media efforts.

So before you dive head first into the shallow end, sit down with your team and hammer out the details.

-Why do you think your company needs a social media plan?
-What do you want to accomplish?
-Who do you want to reach?
-Where are your customers and potential customers meeting online? (listen to them first!)
-What will this cost the company?
-Do you have the right people for the job? Who is responsible for what?
-What is the competition doing? How can you do it better? Where are the opportunities?
-What makes your company different?
-How often will you produce content?

These are questions which must be answered. Without a clear plan you’re doomed to failure, or worse, mediocrity. Take the time to brainstorm with your team and answer these questions. When you’re done (this could take hours or even days), review your team’s answers and discuss what can be done to make them a reality. And look at that, you’ve got 75% of your social media strategy all mapped out. This stuff isn’t rocket science, but it is a science. Do yourself a favor and make the time to plan your social media campaign. Taking the time to doing it right the FIRST time will save you countless headaches in the end.

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Categories: Marketing, Social Media
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