Since we’re all about happy and positive messaging around here, it might surprise you to learn that we have a pet peeve. We like to refer to it as the social media snake oil advisors.
These folks are taking one of the most powerful platforms ever offered to businesses and consumers, and polluting it with poor messaging and bad advice.
Their promise is compelling, you can do all of your marketing for “free” all on your own, and it will be easy and fun to boot.
Whoa Nelly! Good social media is a true experts-only arena. Bill Kneer didn’t build Patriot Statesman into one of the most successful Conservative Networks ever, just by playing around with it a little bit here and there. Nor did he keep flailing away until he got lucky one day. It took months to develop the title, the message and the theme of the page. Once that was all in place, he launched and it took off.
It looked easy because of all the work and planning he did prior to launch. It worked because it has a strong focus, which allows for a dedicated and intensely loyal fan base. These are essential ingredients in the new media.
Creating this kind of loyalty and success takes thought and skill. Go ahead, just start “friending” and “liking” will nilly. You can fill up your friends slots, but you won’t get any business out of it.
To make the New Media work , you want to cultivate a very targeted demographic, and be compelling enough that they will share that information not with just anyone, but with other like-minded individuals. Campaigns need to be designed accordingly.
And by the way, the myth that your customer really wants to see amateur photos and video taken from your phone, it’s just that, a myth. If you aren’t an astronaut, taking that shot from space, don’t think your customer cares. Be respectful, customers crave quality, just as you do.
That’s what Bill Kneer produces, quality social media campaigns. And those get results.