Social Media Tip: Do One Thing and Do It Well

Here’s a complaint that comes up all too often:

“My business wants to be active with social media, but we don’t have the extra time nor the manpower to maintain and update all of our various social networking accounts. We think social media is important, but can’t keep up with it. Help!”

Does this sound like someone you know? Maybe you’ve even found yourself repeating these words verbatim?

If so you’re not alone. The I don’t have the time cry for help is becoming commonplace. The problem is that while we may start out with the best of intentions, maintaining a social media presence takes willpower and commitment. It’s easy to jump in with enthusiasm and create a bunch of accounts only to soon realize that eventually real work and business has to get done.

The solution?

Do one thing and do it well.

Instead of having a Tumblr, Flickr, Quora, Dailybooth, Foursquare, Instagram, and Meetup account to maintain, why not pick one and own it? Own it as in staying active and knowing it from top to bottom.

Start with Facebook, Twitter, YouTube, or LinkedIn and expand as you the opportunity presents itself.

If you’re a B2B retailer LinkedIn might be a good place to start. If you’re in the entertainment business maybe YouTube makes the most sense. If you’re not sure try starting with Facebook. The choice is up to you, what matters is that you choose one and avoid trying to be overly ambitious when starting out. The last thing your business needs is a stale or abandoned account because someone at one point started it and didn’t follow through with the commitment. When a fan does a search for a business on Twitter and the last Tweet dates back to November of 2009 trust me when I say that it looks bad, really bad. At that point having the account actually does more harm than good. The words irresponsible, lazy, and out of touch come to mind.

Pick a couple of social networks (ones that actually make sense for your business, not just the ones that are new or the flavor of the week with the mainstream media), develop a communications strategy (get it on paper, get everyone on board), and then run with it and have some fun. Be realistic with your expectations and keep in mind that even though you may be enamored with the idea of a superhuman like presence on multiple social networks right now, eventually the honeymoon ends and you’re left with real accounts that need real attention on a daily basis.

Do one thing and do it well.

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