Any adoption of technology or marketing tactics should be founded on sound reasoning and projected returns on investment. What drives your social media adoption?
I read with great interest an online article about a survey conducted by Harris Interactive on behalf of MyLife in USA, that it would appear some people are afraid of missing out on something important, whether it be news, events, or updates, that they would spend a great deal of time on their social media accounts.
A particular media presented a view that some people without a social media presence may seem “suspicious” to others. That may be stretching things a bit far, as many people simply don’t have access to computers or smartphones, and others, simply have no need for social media. But it does raise an interesting point. This is because even for someone like me who straddles between HRD and marketing, will feel a little more comfortable to know at least some cursory details about an individual (such as a potential candidate) or an entity (such as a potential client company), and one of the main sources of information, besides search engine entries, have to be social media.
Likewise, in our course of conversations with prospects and clients alike, it would appear that many would talk about social media adoption not from a fundamental and strategic need for social media to form their marketing, but rather, from a fear of “losing out”.
The trouble with fear as the driving force is that the delivery of any social media campaign (sustained or blitz), may not be the best reason to go forward with.
Let me use martial arts as an analogy. Martial arts is a strict discipline, whatever the type is, whether Muay Thai, Karate, Taekwondo, Shaolin, and so on. To attain growth and development in one’s own martial art skills, it is important to not just have discipline, but to develop courage, benevolence and humility. A great martial artist is never centered on fear or hatred, but rather, he is centered on compassion and humility, a deep reverence for life and health.
Therefore, in the same light, any marketing strategy must be founded on reaching out to people in the right way, and never from fear of losing out, or hatred for market competition. The world is small, but sufficiently big enough to contain competitors to offer variance and vibrancy.
When you are deciding to move forward your social media channels, or to rejuvenate existing ones, remember to see how they fit in your overall marketing campaigns. It should start from a center of positivity and strength. When in doubt, call on us. We are always happy to chat.
Dr Seamus Phan is the Head of Content and CTO at McGallen & Bolden. He is an expert in branding, marketing, communication, leadership training, crisis management, and entrepreneurship. This article may appear concurrently on his blog. Connect on LinkedIn. ©1984-2018 Seamus Phan et al. All rights reserved.