Let’s say, just for the sake of argument, that you’ve injured your knee. Now it’s not a seriously broken leg, but you’re getting around but not as well as you should. Finally, you get tired of limping and you go see an orthopedist. After a careful exam and maybe some X-rays, he recommends surgery to repair the damage and then a meticulous regimen of physical therapy to restore the full use of you knee. He also warns you that you need to careful not to overuse the knee and also warns that lack of use will only weaken the muscles.
Now picture your knee as your social media strategy. Maybe you started out with a Facebook page, got too busy to post and it is now stagnate. Maybe you posted a few special promotions on your blog and ran out of ideas. Maybe you have a Twitter account that only your employees and three friends actually follow. So you seek out a social media specialist who evaluates your situation and recommends corrective actions as well as a plan for ongoing maintenance.
Sometimes, at this point a client will suddenly decide, ‘Okay, I’ve got this.’ They take off on their own shortly after the initial consultation or a month or two into the strategy. That’s like having a surgeon fix your knee and deciding you don’t need the carefully targeted physical therapy. You’ll just go to the gym on your own and save the money. You’ll probably recover, but most likely you’ll be limping again before too long. Social media strategy is not a shot in the arm. If it’s going to be successful, it needs to be a long term approach.