Social media – it’s becoming a strange topic; a phrase everyone throws around but really no one has a game plan about. There are many different components of social media that could be discussed in great detail, but for the purpose of this short guest post, let’s draw our attention to effectiveness across networks and mediums.
I remember the last 2 years of high school – I had to begin making decisions about the future, where to continue education and so forth. I was trying so hard to figure out what I wanted to do next – and was really getting sick of the question “So Luke, what’s next?” I wanted to move on into the future, but I just had one problem – I enjoyed too many things.
I liked digital photography and videography, and had been a genius with our family’s home videos since I was 12. So I bought books about film school, and searched the country for the best video training programs.
I enjoyed cooking, and had learned alot from my mother and Food Network. So I started researching culinary schools and bought books about terminology.
I was in to graphic design using Adobe Elements (ha!) and simple computer programming, and got started building simple web pages and the like. So I downloaded trainings and looked in to graphic and web design schools across the U.S.
I could go on – I enjoyed many other things as well, and felt as thought I had to narrow it down to one. That my future would only continue and be successful if I just picked one, and got really good at that one.
In many ways, small business owners and marketers take the same approach to social media. We see the vast array of tools, networks, and services that has popped up within only the past 3-5 years (with many more constantly appearing), and we feel like the 16 year old about to graduate with too many good options looking them in the face. We get overwhelmed and defensive, almost afraid to attempt too much – as though we can only be really good at one thing. As a result, many of us laser-focus our efforts to one or two networks. Maybe a Facebook page and a Twitter. Or a location-based service like Foursquare or video service like YouTube might get thrown in the mix. We’ve heard of Yelp, Instagram, Gowalla, Vimeo, LinkedIn, Flickr, Google Plus, DailyBooth, Posterus, Tumblr, Blogger, WordPress, and more – but we don’t venture out into these unknown spaces because we’re either hesitant, or laser focused onto our small corner of the internet world.
As marketers, small business owners, authors, speakers, or whatever you are, you should endeavor to be as widespread as possible. Some may read this and think I am implying to blast everyone on every social network; this is not the case. Being out there in more networks give you more engagement. More people, on more platforms, will see more of you, and get to have more conversations with you or your brand. Ultimately, that’s what social media is about – engagement on some level with your client base.
In the end, I found that out of all the options I was weighing by the end of my primary schooling, I didn’t have to pick just one. I could be good at many of them, and they would all benefit my life. Although I’m not a professional chef, I still enjoy cooking and my wife and I eat well at home. Although I’m not a professional filmmaker, I edit and produce videos for fun regularly and have helped several churches boost their media presentations….and so on.
You see the point – engagement in many areas will add value to your business in some way. Yes, it’s more time, work, and energy to do – but ultimately you win. If it fails, or doesn’t bring the interaction you were hoping for – at least you did it. Branch out, try new things, find more people.