Archive for February 26th, 2014

Dear Danielle: Is It Hurting My Marketing If I’m Not on Any Social Networks?

Dear Danielle: Is It Hurting My Marketing If I'm Not on Any Social Networks?

Dear Danielle:

I love receiving information from you. It is so relevant in this fast pace environment. However, I must admit to you that I am not connected on any of the social networks – Facebook, Twitter LinkedIn, etc. Do you think it is hurting the nature of work that I do? I need an honest assessment of the facts, okay. —Natalie Headley

Hi Natalie 🙂

Thanks for the question.

So, there’s not one black or white answer for this. It really all depends on who your target market is and whether or where they are hanging out in large numbers. If that’s not social media, then there’s no reason to spend an inordinate amount of time and energy there.

I’m not a social media zealot myself. I don’t use it at all to find clients in my own Administrative Consultant business.

You always see those people evangelizing that you HAVE to be on social media, it’s the ONLY way to get clients.

My eyes just roll and I can barely contain my sarcasm, lol.

If that were true, then what was anyone doing before Twitter and Facebook and the rest? 😉

So you don’t have to be on social media. They are merely tools. And some people need some tools and others don’t.

That said, I wouldn’t write off social media channels entirely. They can be very useful, but for reasons different than most people think.

I see that a lot of people don’t view or understand social media the right way. They think it’s some excuse not to market, that all they have to do is pop up a profile and clients are going to rain from the skies and magically drop in their lap.

(These are the same people who think all they have to do is throw a website up and their work is done, lol).

Yeah, doesn’t work like that.

Here’s how I would tell you to look at it…

Social media is not the driver of marketing. Rather, social media is a tool for keeping in touch and getting to know each other.

Marketing and networking are still the primary drivers and creators of relationships, not social media. Social media platforms are ancillary and secondary to that, not primary.

And social media, as far as getting clients goes, is only helpful if you are hanging out in places they are hanging out.

So here are a few pieces of advice I have when it comes to social media:

  1. Think of your social networking accounts as another avenue for your prospects and clients to get to know you, to nurture those relationships. They give them another way to interact with you, see your expertise and knowledge demonstrated in action, get to know you as a person, and grow that all-important know, like and trust factor.
  2. That said, if you’re going to have a social media account, that also creates the expectation in those who connect with you that you’re going to be on there somewhat regularly to post updates. If you aren’t, don’t bother having an account. It’ll annoy people when you don’t respond to the questions, comments or posts they share with you.
  3. Stick with the platforms you enjoy using. You don’t need to have every single kind of social media account. And if you don’t like one or another, you’re never going to be there and it will be a chore trying to force yourself to be. Don’t do that. The ones you like being on are the ones you’ll be on more regularly and will be more useful (and fun) for you.
  4. Get a target market (if you don’t already have one). A target market is simply a field/industry/profession you cater your administrative support to. Without a target market, you may as well be blowing dandelions in the wind and hoping someone finds you. Not very effective or profitable. A target market will give you direction for your effort and help you be more purposeful, focused and interesting/compelling on your social media platforms.
  5. Once you get a target market, start following and connecting with people and groups in that industry.
  6. Remember who your audience is. If you need clients, that’s, ahem, people in your target market, not your colleagues. The reason I mention this is because we always see people in our own industry wanting to connect with each other. “Let’s all follow each other on Facebook!” For what purpose? Your colleagues are not your clients. Your clients and prospects are your clients. THAT’S who you want to be connecting with. And if you think about it, do you really want colleagues piping up in your conversations with your prospects? I’m not saying never to connect with colleagues and mentors; they definitely are helpful to you in a completely different way. But you want to keep your priorities in perspective. If you put even half the effort into connecting with your clients and prospects that most people in our industry spend dinking around with each other on these channels, you’ll be far, far ahead of the game.

Let me know if that helps!