Читать книгу The Social Media Advantage - Holly Berkley - Страница 5

Time and intimidation were the main reasons businesses gave us for not having integrated social media into their communication strategies. Small business owners said they were so busy running their business and day to day operations that taking extra time to update a blog, find connections on LinkedIn or post a tweet was just too much. Plus, since many industries are still finding themselves on the tail end of a major recession, priorities are on selling through traditional offline methods. For many business owners, these types of traditional approaches to sales feel safer. However in this book, we’ll show you how social media can open your business up to a wider group of potential customers, and provide more reach than a single hand shake and paper business card ever could.

Social media isn’t a stand-alone program; it should come alongside a company’s strategies and business objectives that are already in place. Once you know what you are trying to accomplish, the most important piece of advice for jumping into the social media world is this: You don’t have to be everywhere. It’s better to have a strong, influential voice on a handful of social networks where your target audience lives than to try to be everywhere at once. There are so many channels of information available; not only would trying to excel at each be overwhelming, but it is impossible. As shown in figure 1.2. Trying to be everything to everyone will not help you be effective in your social media use. In fact, it will achieve the opposite. It will dilute your overall influence in your online social circles. Focus your approach on a specific objective.