Social Media No-Nos

–an observation by Jeanine Vecchiarelli, founder of JayVee Media Link LLC

“My social media profiles have been up for a year! Why do I have only 11 followers on one and 9 on the other?” That was the question I was recently asked when I was hired to perform JayVee Media Link’s Social Media Evaluation for a new client.

The small business that hired me for this job is well known and highly ranked in its local area, so I was interested to see why its social media business plan was falling flat. It didn’t take long for the answer to present itself clearly. On the company’s Twitter profile, there was a mere handful of posts spread at approximately monthly intervals over the year, all of which shared news of upcoming events and service offerings. Over the past year, there was not a single instance of interaction with followers, and not a single indication that any effort had been made to build the company’s following.

I’m sure you already suspect that this businessFacebook page was similarly neglected. But there was one additional thing I saw on that profile that positively chilled me. There was a nine month old post from a prospective client saying, “I want to know more!” The post was never answered. It was never even acknowledged.

Social media is….SOCIAL. Internet marketing for business, large or small, MUST comprise an active, enthusiastic presence on a business’ social media profiles. A continuous effort to build a company’s following using any of the multitude of strategies on the internet, and ACTIVE ENGAGEMENT with a profile’s followers are ABSOLUTE MUSTS. Any business that is not prepared to do the work necessary to build and maintain a positive, interactive online presence, either in house or via the internet marketing services that are offered by social media companies like JayVee Media Link, should understand that it will not see success through that particular avenue of marketing.

Considering that social media marketing is the next big wave for advertising a business’ goods and services, it is strongly recommended that any company looking to expand its reach – even on a local level – learn to integrate successful internet marketing strategies into its business planning.

See also:  We’re Here to Help!

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Social Media Marketing: Do It Yourself…Or Not

by Jeanine Vecchiarelli

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Social media marketing tools and opportunities seem to be EVERYWHERE these days.  It’s almost as though every radio and television commercial hawks SOME kind of social media marketing tool.  Everyone is using it, and now it is easier than ever!  All you have to do is…..

And therein lies the rub.  With the availability of all these seemingly simple do it yourself online marketing opportunities, I occasionally find myself on the receiving end of queries regarding just how necessary my services are these days. When asked, I find it especially useful to reframe the issue.  Can anyone use social media for marketing?  Sure.  Is it rocket science?  No.  Theoretically, any person with a reasonable amount of intelligence and good writing skills should do just fine.  So where then is the need for social media managers?

As I see it, there is one main reason for the continuing and growing existence of social media management companies like JayVee Media Link LLC.  TIME.  Time investment; time management.  Sure, there are plenty of other reasons I could rattle off. But in the end, they all funnel right back down to the issue of time.  The fact that marketing through social media avenues is a necessity these days is not debatable.  Merchants who wish to successfully grow their customer base and overall exposure must employ the platform.  But even with the advent of all the new, easy ways to spread one’s message across the worldwide web, the one factor that remains invariable is time investment.

I have frequently witnessed the progress of business owners who take upon themselves the simple but time intensive task of promoting themselves via social media platforms.  Invariably, these brave souls wind up right back at my door.  As social media marketing continues its meteoric rise, it is constantly evolving.  Every day there are new platforms to use, and new ways to use the ones that already exist. A merchant using social media avenues for marketing must stay on top of all these changes. Are new platforms better suited to his/her business needs?  Can new functions boost exposure on the ones he/she is already using?  Then there is the reality of how this marketing platform works.  Online marketing requires consistent engagement.  One must vigilantly seek out and reach out to new contacts who may potentially become new clients.  That does not happen without a regular, high profile presence.  All of which funnels back to the simple question: how much time does a merchant have to devote to social media marketing?

Large corporations generally have the luxury of a hired staff, often a whole department, which is dedicated to marketing on many levels including via social media.  Very often, the same cannot be said of smaller to mid-sized companies.  It is not uncommon in these smaller entities to find that the same person who owns the business is responsible for hiring, firing, inventory oversight, customer relations, all the rest of the tasks that keep the business running smoothly, AND promotion to help it grow.  While still pricey, traditional methods of advertising are much less reliable in today’s market place.  Social media platforms are the undeniable choice for successful promotion.  But again, when everything else is taken into consideration, the time element becomes an issue.

I actually admire those business owners who undertake social media marketing themselves.  But regardless of how driven they may be, there are just so many hours in a day.  Invariably, the time element brings them back to JayVee Media Link LLC.

What are YOUR feelings about the necessity of our industry in the face of all the easy to use social media marketing tools that are proliferating?  How do YOU answer the questions about our continuing existence?

Effective Social Media Marketing: Quality versus Quantity

                                                                                                       by Jeanine Vecchiarelli

In social media marketing today, I see so much emphasis on quantity.  How many Twitter followers?  Facebook fans?  Social media profiles?  And so on.  And then I find myself returning to the very sage advice of some of the biggest social media gurus, who caution against spreading yourself too thinly, and expound on the pitfalls of amassing huge numbers of essentially empty followers/fans.  I can’t help but see the sense in their very astute wisdom.

Just as a multitasking computer works a little less effectively overall with each new task that is introduced, so it goes with the human brain.  Each profile a person has requires a considerable time commitment to keep it current and active, especially if it is being used as an outlet for social media marketing.  As I’ve pointed out in previous posts, the WORST thing a prospective client can see when visiting a merchant’s social media profiles is a neglected post.  While it makes sense to maintain a variety of said profiles, the operative word is MAINTAIN.  Don’t go overboard, for yourself or with your clients if you are in the social media management business.  The more you try to juggle, the less effective each profile will ultimately be, unless you have a large enough staff under you to diligently tend to all the tasks necessary for proper profile maintenance.  Better to concentrate on a smaller number of profiles, specifically targeted to best suit your or your clients’ needs, and to maintain those profiles successfully.

The same holds true for followers and “likes.” Twitter is a great example.  So many automated programs exist these days:  programs to auto follow; auto followback; auto post; auto verify that you yourself are not a bot; etc.  I’ve seen social media managers strive to follow the maximum number of profiles they can daily for their clients – a feat that can really only be accomplished using automated programs which can’t truly screen potential clients effectively regardless of the search parameters that are typed in.  Not to mention the fact that messages they send must of necessity be generic in nature, so recipients can clearly see they are being funneled into a one-size-fits-all situation.  So what good is following 500 people a day when that big number includes potentially many spam accounts, accounts of people who are poor fits as potential clients, accounts where there will never be the necessary interaction, and hence no relationship building, to convert a follower into a customer?

With the permeation of this “whatever it takes to build bigger, faster” attitude in social media marketing, I guess it’s no coincidence that I came upon this excellent blog from Robert M. Caruso, founder/CEO of Bundlepost, one of the most respected social media authorities in existence, as I was collecting my thoughts to create my own.  Robert most eloquently defends his position against the use of the latest automatic tool to cause us all big headaches, True Twit, both from the make-sense side of understanding how a personal touch is necessary to build online relationships with potential clients, and from the perspective of someone who is continually losing time having to prove to this auto-program that he himself is not a bot:   Bundlepost: Reasons Why I Am About Done With True Twit  And yet, while Robert targets True Twit in his blog, much of his reasoning holds true in my opinion for most if not all of the rest of these automated programs.

Best bet?  Take the time to screen profiles AND followers for the proper potential fit for your or your clients’ services.  Better to build a following more slowly and increase chances of conversion than have to ultimately sift through hundreds of unproductive associations just to show a large number of followers.  Not to mention potentially estranging them in a first impression by requiring them to jump through hoops to prove they really are people.

Well, that’s MY take, based on my own observations.  I realize lots of you may well disagree with me.  I welcome your comments, as well as explanations of your own viewpoints.

Social Media No-Nos

–an observation by Jeanine Vecchiarelli, founder of JayVee Media Link LLC

“My social media profiles have been up for a year! Why do I have only 11 followers on one and 9 on the other?” That was the question I was recently asked when I was hired to perform JayVee Media Link’s Social Media Evaluation for a new client.

The small business that hired me for this job is well known and highly ranked in its local area, so I was interested to see why its social media business plan was falling flat. It didn’t take long for the answer to present itself clearly. On the company’s Twitter profile, there was a mere handful of posts spread at approximately monthly intervals over the year, all of which shared news of upcoming events and service offerings. Over the past year, there was not a single instance of interaction with followers, and not a single indication that any effort had been made to build the company’s following.

I’m sure you already suspect that this businessFacebook page was similarly neglected. But there was one additional thing I saw on that profile that positively chilled me. There was a nine month old post from a prospective client saying, “I want to know more!” The post was never answered. It was never even acknowledged.

Social media is….SOCIAL. Internet marketing for business, large or small, MUST comprise an active, enthusiastic presence on a business’ social media profiles. A continuous effort to build a company’s following using any of the multitude of strategies on the internet, and ACTIVE ENGAGEMENT with a profile’s followers are ABSOLUTE MUSTS. Any business that is not prepared to do the work necessary to build and maintain a positive, interactive online presence, either in house or via the internet marketing services that are offered by social media companies like JayVee Media Link, should understand that it will not see success through that particular avenue of marketing.

Considering that social media marketing is the next big wave for advertising a business’ goods and services, it is strongly recommended that any company looking to expand its reach – even on a local level – learn to integrate successful internet marketing strategies into its business planning.

Social Media Partnerships

Social media marketing is a huge undertaking. There’s no doubt about it. For any business that desires social marketing, the task is equivalent to taking on another full time job. The ever growing number of social media businesses like JayVee Media Link underscores the fact that I preach to the choir when I make this claim.

The people I want to reach out to here are the growing number of social media managers who are in the trenches doing their clients’ business marketing day to day. While relieving their clients of the burden of that “second full time job,” the fact that it is SO time consuming, and all-encompassing, can easily overwhelm even the best social media managers. So I offer a word to the wise: DON’T TRY TO DO IT ALL ALONE! Stick to what you do best, and partner up with others whose strengths differ from yours. The common tendency, especially at first, is to keep whatever money you make all for yourself. But you are one person, and there are SO MANY facets to social media marketing….and only so many hours in a day. Trying to do it all will most certainly lead to under-delivering for your clients, and burnout for you.

Do you want your social media business to be successful and long lived? Then do the Partner-Up Two Step! 🙂

How do YOU share the workload to stay successful in YOUR social media company?