Choosing Social Media Tools

At a networking event last week I met a lovely woman who was excited to hear I train on social media. When I asked why, she said every time she goes to a trade meeting, she’s told she’s missing out by not using (fill in the blank).  First it was LinkedIn, then it was Facebook, then it was Twitter. What’s next?

I have to tell you, I hate hearing this.  Embracing social media for social media’s sake is just not what it is about. You have to understand who your customers are and where they are looking for information.  Then be there. It sounds too simple but that’s how it is.  I know there are stories in every industry about someone making it big through Twitter, or Facebook, or whatever. But I will guarantee for every one of those incredible success stories there are many many times more stories of people who didn’t get anything.  Because their clients weren’t there. They were somewhere else.

So when I’m working with a client, we determine who our best targets are going to be. Not by dollars or some number, but by who they really are. We include gender, family status, children, age, work, hobbies, and anything else we can find out.  It is truly being able to walk around in the customer’s head that gives us the knowledge of where they are looking and what they want to find.

So please – don’t bow down to peer pressure and get into something you don’t care about.  Instead, make sure it is where your customers are before you waste your time!