Whenever I meet social media managers and consultant, there are always some of them that keep talking about how they got tons of fans and followers. I think that many of them had their minds shifted from the ultimate goal their clients are seeking. Most business-oriented people don’t actually care about how much Facebook fans or Twitter followers you can get them. They only care about how much money these fans can make them and how much growth their companies will gain from those followers.
Yesterday, when I was going through some social media job postings, I’ve seen an interesting offer. There is this guy (or girl) who explains what their company is doing, and they seemed pretty serious to me. I kept on reading the posting to understand what these guys are doing and what their goals are from a social media stand point, but I was shocked by the conclusion. It goes like this “I only need serious social media managers who can deliver 10.000 Facebook fans and 10.000 Twitter followers in less than a week”!!! (FYI they only want it organic, so no advertising).
After reading this job posting, I realized that not only social media service providers are the ones who are obsessed over numbers; even business owners got infiltrated by this idea. Some of them no longer search for buyers; they are just searching for fancy numbers on their Facebook pages and Twitter profiles.
It’s true that different companies have different social media goals. There are ones that only try to increase their brand awareness. There are ones that use it as a marketing tool to drive traffic to their main websites and make sales. Others may use it as a customer service environment…etc, but whatever the goal a company is seeking from social media, it has to be beneficial to its growth, or otherwise social platforms will be useless.
The first thing that you need to outline before you go and execute your social media marketing strategy is having a clear goal that you want to accomplish through social media first. Remember, social media is just a tool (medium) to help you deliver your main message, so if you don’t have a clear message and a clearer goal, social media will never work for you.
Having a crystal clear goal before starting to market via social media is going to help you draw a better plan. Also, your main goal should be divided into small manageable/achievable goals that should be attained in a given time frame. For each small goal you have, there should be a suitable strategy that goes with it. When you have the big picture, then diving into details would be much easier. If you build your strategy upon the wrong goals (like having a gazillion of irrelevant fans), then you’ll be only wasting time and effort not to mention money which is crucial for your business growth.
What I wanted to come out with here is that your goal from using social platforms should be realistic first and of course beneficial to your brand growth. Yeah, numbers matter, but only if they are relevant. The next time that you get a client who is seeking your social media services, ask them to dive into the most important goal they need to achieve (as some clients don’t even know what they want from social media), and then build your strategy upon that goal. This way, you ensure that you’re on the right track, and there will be nothing but small details for you to worry about.