Social Media Tools Are Useless
By Kyle McCabe | December 1, 2009
Thanks for coming back! We'd really like to hear what you think of this post, so don't be shy with the comments!
Tools without strategy: poorly built house; dilapidated, isolated. More of a shack, really. A bad marketing shack.
I’ve had the opportunity to speak at a few events about social media. I’ve also spoken to clients, prospects, colleagues, friends, family, and a few pets about social media. One of the most common questions asked of me, and that I see asked of others, is “how do you use social media for business?”
For these presentations, I usually begin by explaining what social media is conceptually, then move into how it can be integrated into the marketing effort – beginning with objectives and strategy. Almost unfailingly, however, I receive feedback to the effect of “I still don’t know how to *USE* this stuff.” I think I know what the problem is (clearly I need to fix my presentation, but that’s beside the point).
Tools without a plan
Imagine I walked up to you and asked, “How do I use a hammer?” How would you respond? You might grab a hammer, nail, and a piece of wood and show me the proper way to hold the tool and the nail, place the wood, and proper form for pounding the nail in. I’d say “thanks,” you’d say “jolly good, ol’ boy,” and we’d part company.
Now what? I can hammer nails with the best of them, but what does that mean? I can nail two pieces of wood together. Or three, or fifty. Can’t cut the wood – need to learn another tool. Oh, the wood needs to be measured? Another tool. Whoops, forgot to lay the foundation – that’s a whole other set of tools.
You get the idea. I know how to use a hammer, but I still can’t build a house – not one that deserves the name, anyway.
Technology without strategy
It’s the same with social media – Twitter, Facebook, Google, blogs, forums, etc. – these are just tools. I can show you how to use any of them, but they’re not going to do anything for your business unless you understand how they fit into the marketing mix, the PR effort, sales, customer service, production, and all other facets of your organization.
Because unlike a specialized tool like the hammer, “social media” as a concept can be utilized to further the efforts of almost any department in your business. But you won’t understand this simply by learning specific tools.
That’s why I always try to begin with the fundamentals – or the high-level perspective, depending on how you look at it: business objectives; the strategic plan. But this seems to make people zone out – they don’t want to hear it. They just want to dive into the tools. That enthusiasm is great, but it’s no use without a plan.
Stop.
It is definitely NOT hammer time. Put it down, back away, and no one gets hurt! Start at the beginning. Form your plan based on objectives. Then when you do get to the tools, you’ll be able to use them effectively, with purpose. Even better, when new tools and technologies come along, you’ll be much better prepared to jump in and use them effectively as well.
–
Photo courtesy of foto3116
About the author-
Internet Marketing Consultant
-
RSAInteractive
