Marketers, especially social media marketers, have what I like to call a “how problem.” Too much time and effort spent focusing on the how:
- How to use the tools
- How to get as many followers, friends or connections as quickly as possible
- How to broadcast your message, etc.
before they really understand why.
I don’t know if it’s our society’s preoccupation with the shiny and new, or our incessant need to “cut to the chase.” For whatever reason, people are in such a rush to the finish they consistently forget why they started the race in the first place. When moving full speed ahead, how-to seams necessary, even critical. But those who focus only on the how too often end up in over their head, confused, and frustrated. They either walk away or worse, create a lasting mess.
The “how” is one of the last things you should worry about. Real insight and lasting success occur by getting answers to the “W” questions:
Why – Why are you using social media? What are you trying to accomplish? (yes, you need goals)
What – What are the options and alternatives? What are their strengths and weaknesses? What is the culture of the network? What kind of messaging works?
Who – Who is using the media – are they your target audience? Why and how do they use it?
Where – Where is there a match between your goals, your audience, and the networks? That’s where you should be.
After you’ve decided the “where” then it’s time to learn the tools.
Some will argue that you need to dive into the various sites to learn the ropes and only then can you answer the questions above. They are right, but only to a point. It’s OK to jump in as an individual, watch, learn and even participate. I recommend it. Personal gaffes are easy to work through. But if you are representing a business, the implications of missteps can be much more painful.
Take the time up front answer the why before the how and your businesses’ social media experience will be much more productive.
Photo credit: fontplaydotcom
