Surviving The Social Media Roller Coaster
This negative impression can actually be your moment of enlightenment. Let it remind you that you aren’t supposed to scramble to take it all in. You are caught in a microcosmic example of one of Social Media’s biggest pitfalls: the thought that it’s about doing every little thing as fast as you can to achieve near-instant online marketing success. This couldn’t be further from the truth.
While no one will deny that you can’t reach any destination without taking all the little steps along the path to get there, remind yourself that social media is but one segment of the marketing approach which will help you succeed online. It isn’t where the gold is hiding – it’s just another tool for finding the gold. And as a tool, it only helps you construct your overall marketing machine.
Social media will not solve your marketing puzzle overnight, regardless of how much attention this wild new media darling receives. So don’t believe the hype, and don’t strap everything to this horse only to ride it into the ground. If you’re determined to reach a quick conclusion about whether social media can help your business, you’re likely to reach a negative one. You must give it time, and you must force yourself to take a measured approach as you integrate social media into everything else you do.
The importance of participating in the social media space can’t be understated. But like everything in life, balance is key. Resist the intoxicating draw of social media’s bells and whistles to trap you in a never ending cycle of lever pulling and dial adjustment. Plan a strategy and set your marketing machine down the path. Watch for ways that social media can inform the rest of your marketing initiatives. Use its statistics to inform and advise your overarching marketing agenda. This can be accomplished at many levels, even if simply by listening and taking note of where on the Internet your audience is gathering so you can plan how and where to engage with them.
Social media marketing requires time to work its way into your routine. Don’t be in a rush to see it solve the mysteries of the marketing universe. Expect it to open new windows into the way you approach your audience online, and don’t be surprised as it pays dividends that touch more than your bottom line.