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Whether your business is using social media or you’re still contemplating how to jump in, it’s important to assess whether your use of this new tool truly is “social.”
Today’s Internet defines “social” as two-way. The conversation may go places you can’t control, just as it does in real life. If that’s not what you want, reconsider.
Recently, a businessowner told me his plans to use social media for a promotion and then “fire it up again at Christmas.” That’s not good.
Imagine being really engaged in a conversation with someone you just met when suddenly the other person walks away and doesn’t come back for eight months. Digitally, my misguided friend is planning to do just that.
If what you really want is an online “bulletin board” to announce sales or new products, consider an email campaign with a D-I-Y program like Constant Contact (constantcontact.com) or MailChimp (mailchimp.com).
If you don’t yet have time or personnel available to be committed to learning and maintaining a social media account, consider a “new media” tool. Your own channel on YouTube, for example, might accomplish goals you may think require a more high-tech concept. Promoting a video that features a message about 10% off a certain product on a certain day might cost you far less than a direct mail coupon, you have the option to close the site to viewer comments.
The point is that every business does not have to be social online to succeed in 2012, but they do have to be online. Priority One is to refresh the information and images on your company website. From there, move into new territory. Social media. New media. Take lots of time for strategic, out-of-your-comfort-zone thinking.