I know this is going to ruffle some feathers, but I don’t believe in Bigfoot anymore. That’s right, just another myth. Sounds silly doesn’t it? But every day I’m surprised by the number of people that believe silly social media myths. My favorite is the Field of Dreams myth. Don’t know it? Remember? Kevin Costner builds a baseball stadium in the middle of his corn field. He hears voices “if you build it, they will come”. Great movie but unfortunately the same doesn’t apply to social media.
Every time I’ve sat down with a client or spoken at a seminar I ask this question, “What is your social media strategy? What do you want to accomplish with social media?” Believe it or not the most common answer is “I have a Facebook page but it’s not doing very good”. Inevitably I end up looking at a Facebook page that has few or little “likes” and hasn’t posted in 3 months.
What’s next in your social media strategy?
In the movie, Kevin Costner’s character builds the field and ghosts of great baseball pasts appear on the field and play games. Soon after, crowds of people flock to the field to pay to see the games. Not with social media. It’s been tried and it doesn’t work with real or ghost customers. In real life you have to reach out and invite them to come. Even that is not enough, you have to keep them interested once they get there. Then you have to make them want to go out and tell their friends about you.
Social media is about relationships.
There’s a hardware store in my town and every time I walk in the owner greets me by name. I drive by two other hardware stores on the way there. Why do you think that is? I don’t go bowling with the owner, he doesn’t come to my house for dinner, in fact I can’t remember the last time I’ve seen him away from his store. But I will go out of my way to go to his store because I like the way he makes his customers feel welcomed. Every time a neighbor asks me where he can get a hammer or any other tool, guess where I tell them?