7. Overcome the social media “dip.”
A common mistake made by many business folks is to think that social media will be an instant cure for what ails their traditional marketing activities. And while in many cases it can and will have an overwhelmingly positive effect on an organization’s ability to connect with its constituency, it’s not a panacea for an inferior product, poor PR, inept communications or a lackluster brand.
The truth is that it’s a long and winding road to social media success. And as anyone who’s been blogging, tweeting and the like for a long time knows, it’s often an uphill climb, too.
But if you can tough it out – listening, creating, engaging and opening up to others – for an indefinite period of time, making sure that social media is part and parcel of everything you do in business, not a silo, then the odds are pretty good that you’ll be a hit on the grid.
As I wrote in a previous blog post (The Importance of Getting Past the Social Media “Dip”)…
If you ask me, the key to being successful with social media is patience, perseverance and pushing past the so-called “Dip,” a difficult stretch of time (invariably the beginning) when the going can be tough and the rewards may appear few.
The Dip, of course, is the title of one of Seth Godin’s many best-selling books. On the front flap of the book, the “Dip” is referred to as “a temporary setback that you will overcome if you keep pushing.”But the definition of the “Dip” I like best is written on page 17 of the book, where Seth describes it as “the long slog between starting and mastery.” My experience tells me that that’s just the juncture, too, where almost everyone involved in social media gets caught up in the “Dip,” where people – and brands – have to decide for themselves whether their seemingly Herculean efforts are worth it.
This is the seventh in a 10-post series on how to succeed in social media. Over the course of the next couple of months or so, I’ll publish the balance of the series, one post at a time (not necessarily consecutively), here on my blog, A New Marketing Commentator. Please stay tuned. And if you have any feedback on this series for me, please don’t hesitate to leave a comment. Thanks.
Previous Posts in This Series…
10 Ways to Succeed in Social Media, Part One
Adopt the right company culture.
10 Ways to Succeed in Social Media, Part Two
Set realistic expectations.
10 Ways to Succeed in Social Media, Part Three
Create enough quality content.
10 Ways to Succeed in Social Media, Part Four
Stand for your brand.
10 Ways to Succeed in Social Media, Part Five
Work as a team.
10 Ways to Succeed in Social Media, Part Six
Leverage a number of channels.
Follow
