An in depth look at how being ‘everywhere’ ultimately results in you being nowhere. In all the hype surrounding the advent of social media I feel that many offline companies might be missing the real opportunities. With all the chatter about creating fans and following tweets, some company owners and managers might be tempted to view social media just like they would a radio or TV spot: another avenue to push sales. There appears to be a kind of gold-rush mentality being applied to the social media boom, and just like the dot com explosion of the late 90’s, businesses and individuals are assuming that the number of followers or ‘hits’ they generate will translate into sales.
If you are like many of the new or well established business owners, entrepreneurs, or marketing professionals and you want to take advantage of what social media has to offer your bottom line, you should treat these bookmarking sites like any other tool or service that you utilize to operate your business.
• Have a clear goal for what you want that tool to accomplish.
• Identify the best method for using that tool to accomplish your goal.
• Monitor the success rate (or not) of utilizing the tool.
But, business owners and entrepreneurs alike still feel the need to automatically adopt all the latest social media trends and master every social media site, not realizing that this could possibly hinder their ability to actually grow their business venture. In fact there is a good chance that all it will do is leave you with a sense of social media overload. As a business owner you should be focusing on what makes your business grow and how to make your venture great, instead of mulling over how to get your Twitter followers over to your Linkedin profile so your Google Analytics account can monitor how many unique visitors are requesting connections to your WordPress blog in order to Digg their post and stumble upon more unique visitors so you can Flickr their MySpace account – what?
Which leads me to the number one issue affecting small business and start up enterprise:- Being everywhere at once! Too often I see business owners and marketing entrepreneurs creating accounts in a myriad of social media sites, – and then berating any potential customers with sales pitches and buy me now reviews. It appears from an external perspective that there has been no immediate need to utilize advertising within this space – it is simply done because ‘everyone else does it too’, but looking at the bullet points above, one must question the motivational force behind such marketing ploys.
Think about it. ‘Jack of all trades -master of none’ is one expression that comes to mind, but more pertinent is the fact that by trying to do too much at the same time is only going to hurt your image in the long run. I know it’s tempting to make sure you are registered on every social network and bookmarking site. But if you’re not careful, the need to be everywhere can evolve into an inability to be anywhere. You should develop a targeted marketing strategy with social media sites to ensure your focus can remain on growing your brand and in turn, growing your business.
So what does this mean to me as an online affiliate marketer?
The online business world is host to a gamut of business models, personalities, systems and resources – all of which are affected slightly different by the social media sphere. As an affiliate marketer, interacting with social media is an important factor for me, but for completely different reasons. Affiliate marketers, from what I have experienced are the biggest proponents of overkill in the social media sphere, and thanks to the barrage of ‘buy this now’ and ‘make money today’ linkbaiting attempts that occur within this sphere, there is proof enough that this is clearly not the right tact to take in building your online presence. Scatter gun approach…and hope? Or Clear and focused Brand building – it’s not rocket science.