I so enjoyed participating in LJ’s recent Day of Dialog. Great crowd and lots of good content. I sat on a panel to talk about social media and will, over the next few posts, go into more detail about plans, strategies and policies for social media. (Read Rebecca Miller’s summary.)
But to kick it off, I want to share this post from Peter Shankman, “I Will Never Hire a ‘Social Media Expert,’ and Neither Should You.” Peter’s makes this excellent point:
“Social Media is just another facet of marketing and customer service. Say it with me. Repeat it until you know it by heart. Bind it as a sign upon your hands and upon thy gates. Social Media, by itself, will not help you.”
And I love this: “It’s About Relevance. It’s not about tweeting every single time your company offers 10% off on a thingamabob. It’s about finding out where your customers actually are, and going after them there. If you’re tweeting all your discounts, and none of your customers are on Twitter, then you sir, are an idiot. Marketing involves knowing your audience, and tailoring your promotions in specific bursts to the correct segments. ‘Social media experts’ don’t know this.”
Too often many people/organizations (not just libraries) jump into social media without doing their homework. Now, it is certainly better to be in social media than not, but once you are in…. you need to treat it like any other marketing channel: what’s your goal? who is your audience? how do you know you are successful (and not just because of your number of friends, either)? how are you driving customer dialog, not just issuing a monolog of upcoming events.
In the near future I’ll walk through some of those issues and provide some hands-on tools. In the meantime, read the post (don’t get hung up on his money-making concerns) and take what you can from it.
Thanks to Carolynn Muci at Mount Prospect Public Library for sharing this find with me.