A few weeks ago, I started working with a new client, a mid-size business. They started using Social Media a few years back and, over time, developed presences on Facebook, Twitter, Google+ YouTube, LinkedIn, Foursquare, a blog, Facebook Places, Tumblr and just started on Pinterest. Their previous Social Media consultant operated on the premise: Businesses need to be on as many social media channels as they can.
Why? In this rapidly changing world, businesses never know where their customer is going to be, so a business needs to be everywhere.
Mr. Consultant, stand in the corner and write “I will never recommend something that insane again.” 10,000 times.
There are two reasons why consultants, experts or agencies would give obnoxious advice:
- They try to fleece customers.
- They don’t know what they are doing.
I won’t even bother with people that try to fleece brands. Ultimately, brands will see through it and end the scam prematurely.
I’m much more concerned with people that believe in the philosophy that brands should be everywhere. Should Axe advertise on each TV Channel, even the Hallmark Channel? Should PETA run an ad in the Hunter’s Journal? Should Obama advertise on the Rush Limbaugh show?
Social Media shows its immaturity when “being everywhere” is still an advice I hear every day. Just like traditional and digital media, social media needs to rely on research – for example a social media audit. Understanding demographics, psychographics, spend decisions, social network use, day/time parting – all the good stuff and more that helps you understand where you need to be, when you need to be there, and what you should be doing/saying while you’re around. This helps brands and their community not to waste anyone’s time, helps to achieve goals and measure results.
Don’t be everywhere. Just be where your research tells you to be.