by Jeanine Vecchiarelli return to JayVee Media Link
Facebook; Twitter; You Tube; Linked In; Google Plus; Pinterest; Foursquare; Chill; WordPress; Posterous… The list grows longer and longer every day. How on Earth to keep up with all of the platforms? How on Earth to manage your own PLUS your clients’ when there are only 24 hours in a day?
I shake my head in disbelief when I see advertisements from some of my peers stating that they will set up and manage 20, 30, 40 plus profiles for their clients. Unless they have access to very large teams of workers, the only thing they will accomplish by trying to maintain a presence on that many sites is major burnout. And poor quality output will result, as their efforts will become more diluted with each additional platform they take on. These profiles aren’t called time suckers for nothing! It’s easy enough to lose hours on any one of them alone! Do you dare to imagine what it would be like to build a successfully engaged presence on even 20 profiles a day, PER CLIENT? The truth is it’s just not possible. The essential answer is to emphasize quality over quantity.
There is never a need to try and impress by throwing around unrealistic numbers and claims. If anything, that is a recipe for losing your credibility. When first formulating a strategy with your social media client, the cardinal rule is to LISTEN ATTENTIVELY. Take notes based on what you hear. Ask questions to seek clarification. What EXACTLY does your new client wish to achieve? Think about how you can help him/her to reach that goal. Only after taking those steps should you start putting together a marketing strategy with him/her. Based on those expectations and the strategy you develop, you should pick just a few of the multitude of available social media platforms that are best suited to your combined needs. By targeting a lesser number of more suitable platforms, a stronger, more engaged presence may be cultivated. A good social media manager knows the best uses of each of those platforms, and in what capacity they will deliver the best results. Your strategy must build from there.
From my experience, the two platforms that most reliably deliver across virtually every social media strategy are Twitter and Facebook. More times than not, I start with them. Depending upon the needs and expectations of my client, and his/her field, we build from there. Sometimes we add only one more profile; sometimes more. Other times we work only with those two. The key is to get the best results within our strategy, and there is no rule that says you can’t have a great one with only two profiles. Put another way, what counts is not necessarily how many platforms you accumulate; rather, it is knowing how to optimally apply the ones you use.
To figuratively put a punctuation mark on my views, I’d like to share a link to my friend Robert Caruso’s blog post on this very issue. It is both entertaining AND informative!
How do YOU cope with the constantly expanding world of social media platforms? What are your thoughts on strategy building in the midst of these ever emerging channels? Please share your thoughts in the comments section below!