We Want Social Media Marketing, Right Now!
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Some companies try to use social media in the same way as traditional banner space or TV ads. They think that social media presence is on tap and available whenever the need arises. When their campaigns end their social channels go silent.
I believe that in social media you have to build relationships. When you have vibrant growing community of fans online then you can leverage that support to amplify your campaigns in other channels. Or… you can use the social following alone to generate leads and sales. However, building that kind of following takes time.
Creating value for you followers and developing relationships doesn’t happen overnight. That is a big problem for social media adoption. During the initial building phase there’s no real ROI. There’s literally no value in a community below critical mass. You are hoping that once you reach the tipping point then you reap the rewards. Are you sure?
How do you justify your activities to people who ask where’s the money?
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Image credid: Steve Wampler
