Get Your Social Media in Sync

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I was watching a crew rowing team glide down the river and reflecting how graceful they were, eight people rowing in perfect sync.  If you have ever attempted rowing with a crew team you will know that if one person is slightly off it is a struggle for everyone on the boat and if several people are out of rhythm they can tip the boat.  An eMarketing campaigns success is very similar to rowing, all the components need to work together or you will sink.  With so many easy to set-up social tools available we are seeing a lot of people creating Facebook pages, tweeting and linking in with more hope than a plan.

Remember back in the mid-nineties when everyone needed a website.  We were throwing the company brochure online using FrontPage with no real plan other than having a website.  Over the years websites have become more expensive and purposeful.  Goals are established, measured and reported.  If a site is not producing results then adjustments are made.  The expectation is that a website is an important marketing vehicle that pays for itself.

The best way to ensure the success of a website is to drive qualified traffic.  The disconnect is, organizations are not using Social Media to drive qualified traffic.  Random postings on Facebook or Twitter comments without a plan can actually work against you or tip the boat, it takes time and attention you could be using on productive activities.  Secondly, posing information that is not well thought out can dilute the company brand or message.

Don't get me wrong, I have seen social media work but they are part of an overall eMarketing or inbound marketing campaign.  All the activities are working in sync.