As one whose primary focus is social media and content marketing, I do everything I can to stay up to date on the changes that are constantly occurring in that field. But just because social media and content marketing is my primary focus, that doesn’t mean I don’t take the time to understand the benefits of print marketing, trade show and event advertising, and other areas of marketing.
It always surprises me, then, to run across marketing executives who dismiss social media as something they don’t need to think about or begin to understand. And, when marketing companies or ad agencies do decide that they need to be visible on social media or develop a content-marketing strategy, their unfamiliarity with social media can be a huge detriment to them, as can forcing their traditional marketing approach on to their social media strategy.
What I often find is that marketing executives can hinder their own ability to be successful in growing their social media followings and developing visibility by approaching social media with too narrow of a focus. This can truly be a challenge for any marketing campaign in any industry,, if managers insist on tightly focusing on their own niche, or if they believe that social media should only be used as a sales tool.
The truth is, social media won’t sell your widgets, whatever they happen to be. Social media is just what it says: social. It is an opportunity for you to engage with your clients and customers on a different level than you typically would. It is a chance for you to say, “sure, I sell table legs, but I love baseball, too.” Social media is a platform on which your personality can shine through. It’s meant to be a little more personal.
We want you to be successful. If you want us to be successful in creating your social media campaign, then loosen up and let us get a glimpse of the real you, so we can share that with your followers. And trust us to know what we’re doing – even if you don’t totally “get” it.
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