June 4, 2013
The problem with social media these days is that there are too many of them. If you read the news or listen to the experts, they would tell you that you need to be on all of the popular network.
Publishers/marketers don’t want to miss out on any opportunity to be the next Gangnam hit so they sign up and be part of every single new hot social network ranging from the ones that encompass everything (facebook, twitter) to the niche ones like model mayhem for models and photographers.
I’m one of them.
For our body painting studio, I created a facebook page, twitter profile, pinterest boards, foursquare place, google+ profile, yelp profile, meetup group, youtube channel, instagram profile and model mayhem profile.
To be honest with you, I feel like there’s something that those experts are not telling me. Or… maybe they also don’t know how to work the social media and all they’re preaching are unproven theories.
In any case, the strategy of being everywhere is not working for us.
We can’t adequately build our presence in every single one of those social networks because we don’t have the time and energy to do so. Hiring a staff to do that is not an option for us since we don’t see how the social media traffic convert into sales. This led me to automating some tasks (i.e. connecting my instagram with facebook then automatically tweet my facebook status update).
I’m not against automating these tasks. The problem with automation is that you take out the human from that network. It becomes machine broadcasting messages.
Essentially, social media is about human relationships. Your social network is your community. As a person, I wouldn’t want to be a part of a community where I’m seen as dollar sign. That’s exactly what social media marketing is: seeing your community (followers/fans) as dollar signs.
I had a thought recently, which I’m going to experiment with. What if I focus my energy on one or two networks that I genuinely enjoy being part of and really nurture it. Be present there and focus on generating value for the community as a whole. I suspect that by doing this, my business will naturally benefit the effort.
Having enjoyed the benefit of being part of the community, the members of the community would want to give back to keep that good thing going and simply to show gratitude. This would in turn, generate goodwill for my business and breed real fans: Otakus.
What are Otakus? Check out this inspiring talk by Seth Godin that explains it.