Resist "Social Media Haystacking"
October 05, 2009
by Guest Blogger, Lena West, Chief of Social Media Strategy at xynoMedia
For some reason, when
entrepreneurs decide they want to start using social media, they just
"have at it." They spark up a Facebook or Twitter account or launch a blog, and they're off to the races.
They think that because social media and social networking
tools are so easy to use AND because so many "experts" are telling them
to "get their feet wet" and "just get started," they'd better get
cracking. And they fall headlong into trouble. They get poor results
(if any results at all), they don't get the feedback they're seeking,
they waste oodles of time and then their story changes to "social media
doesn't work".
Here's what's at the root of that problem: I call it "social media haystacking."
That's
the act of adding social media activities to an already full schedule
and then beginning to slowly but surely resent social media as yet
"another thing you have to do." Women 
Think,
for a moment, about a haystack and its formation. Or consider a pile of
objects. When that pile gets too high, what happens? Whatever is on top
falls off. Whatever you added last falls off--and if social media is
the thing that you've added last to your "to do" pile, what do you
think is the first thing to come tumbling down? Yes. Social media.
Here's what:
The
solution to haystacking is simple. Before you start using social media,
take a look at your marketing mix--the handful of activities you're
doing to market your company. I can guarantee you that something isn't
working. It might be direct mail, SEO, PPC/PPA or your e-mail
newsletter. Whatever it is, recognize it for what it is--an effort
that's not getting you the results you wanted for whatever reason. Take
the time and energy you were investing into what's NOT working and
invest that time into getting started with social media activities.
It sounds simple, but it works. The best ideas usually are not complex at all.
Stop doing what's NOT working and start doing something that has the potential to have lasting impact on your business.
@Lisa:
Social media is only time-consuming if not done correctly from the beginning and the same goes for results. People don't get results because they feel it's so "easy" even a caveman can do it :) and the underestimate the initial forethought and planning that's required to be successful right out the gate.
Thanks for reading and commenting!
Posted by: Lena L. West | October 13, 2009 at 12:53 AM
Good point. I'm no marketing expert, but I too have seen enough companies become overwhelmed by the need to 'do' social media. It's terribly time-consuming in the beginning and can be very frustrating if it doesnÄt take off right away.
Posted by: Lisa | October 10, 2009 at 11:24 AM
Very interesting post. I am not a woman - but certainly I understand having "90 other things to do."
Posted by: Sam Diener | October 09, 2009 at 11:29 AM
@Paula,
You're right! It is a good visual image. I just love it when someone puts words to how I feel. Thanks for that!
And, your mom was right - they usually are! :)
Thanks for reading and commenting.
Posted by: Lena L. West | October 06, 2009 at 02:06 PM
Love the visual image of this. The temptation is to just keep piling on. What I try to remember when I am adding some marketing to my mix is a similar adage my mother gave me when it came to buying clothes. You can only buy something new to put in the closet if something old goes (donate or throw out). I would say this holds true for your marketing pie, wheel, funnel or whatever visual you use in your business.
Posted by: Paula G | October 06, 2009 at 12:47 PM