Don’t Waste Time on Social Media

ClockThat’s right. Not every organization belongs on Twitter, Google+, Facebook, Pinterest and other social networks. If you recognize your company in the list below, please pause before posting or tweeting.

No buy-in from leadership
If your CEO thinks social media is a needless drain on employees’ time, either convince him otherwise or rethink your justification for using social media. Do you really want to engage in an activity that will put you at loggerheads with leadership?

No resources
Your management gives you the go-ahead to “do social media,” but doesn’t allocate people or dollars toward this activity. Instead, you’re expected to just add “social media” to your long list of responsibilities. Oh, and you should monitor the company’s Twitter feed 24/7 too. Sleep is for sissies.

The worst offenders of all in this category? Companies that plan to use social media for customer service, but don’t assign anyone the responsibility of actually reading and responding to customer laments.

Your website stinks
So you start posting profusely on G+, Twitter, LinkedIn and elsewhere, and you drive people to your website. What do they find there? Flash animations? A preponderance of long-winded text? If people click away in boredom or confusion, what’s the point?

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No goals, no measurement
If you start using social media because everyone else is doing it, you’re unlikely to set meaningful goals and measurements. So even if you do manage to be successful, how will you know?

Let’s turn this around and focus on the positive:

  • Work on getting leadership buy-in for social media. Help management to understand social media.
  • Make a strong case for allocating resources to implement social media tactics intelligently; be sure your use of social media meshes with your overall communications or marketing strategy.
  • Be sure your website is ready for the attention it will receive when you build a social media presence.
  • Set up meaningful goals; monitor continually; and learn how to measure success.

Otherwise, you’re wasting your time.

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