The Meat of the Story

I am starting to think that one of the scariest thing for many business owners is that social media demands ongoing activity. The fact that business is coming into an era of "digital word of mouth" is intimidating.

Recently I was speaking with a prospective customer, and was working with a new approach. I had decided to develop this approach because I thought the term "social media" was what was terrifying people. So I set off to explain that instead of worrying about the technical end of social media that they should first think of it as doing what they always did - interacting with their customers. To look at it as an extension of the local word of mouth.

As we were discussing traditional advertising, and what made this different, I pointed out that standard advertising was one way. You develop your flyers, your newspaper ads, T. V. spots, and radio strategies, and all of these are sent out into the great world. And basically, unless someone mentions any of the business's advertisements, you will never really know what brought the customer in. With social media you have a better chance of interacting with your customers, and giving them a chance to know you. They know they can contact you quickly from any number of mobile tools, and express themselves in "real time."

And as I was listening to my potential client I realized that it may not be a fear of the term "social media," but stage fright. That the need to come up with interesting material on a weekly basis caused him to freeze. It didn't matter that I can help with finding content - it was that owner input would be required.

Nor was it just a terror of needing original content it was that there had to be a consistent strategy.

This also got me thinking of some of my other clients.

When I am setting up for a new client I will talk to them about the aspects of their business that could be used for blogging, or helpful hints. And I will also ask about organizations, hobbies, and charities they are involved in. The later gives me filler material to work with when I don't have original content. The first response I often get is, "Oh, I'll leave that to you!"

I always do a follow up email after the initial fright goes away. In the email I will ask the same questions, and usually get better input.

Really it is a case of realizing that while social media is more interactive that basic marketing still applies. The business owner knows their products, and when they create the standard advertising they know they will need images and focused content. With social media you need all of that, but you also need to have an idea what you want to do week to week. You need to know consistently, "what is the meat of the story?"