I’m still ‘missing the boat when it comes to social media. I keep being told how essential Twitter, Facebook and LinkedIn are to my world, and yet I see very few conversations that are, well, conversations. If I were Dell Computers protecting a massive Brand, or an up and coming Indie Rock Band, or a reporter looking for the next impulsive Tweet from a celebrity sports hero I might see the light. Even as a marketing consultant I find certain forms of social media hard to swallow.

Social Media is now a little over a decade old. It’s a maturing market where the masses have come in droves – 850 million and counting for Facebook. And that staggering number makes people salivate. Businesses and people with visions of fame and money want a piece of that pie. This is where I struggle to see through the smattering of family photos, the sea of self-promotion, and the regurgitation of ideas that have been picked over long ago.

A few years back Wired Magazine editor, Chris Anderson, introduced us to The Long Tail, an economic concept that says the demand for less-popular networks, services, and products can exceed that of the more popular networks and goods combined. As social media consultant, Ann Holman, so eloquently states, Facebook may have 850 million subscribers, but if you’re selling wool, you’re better off advertising on the niche site Ravelry, which has 2 million subscribers who are specifically interested in wool.

Your marketing will not improve if you simply leave one mass marketing strategy (e.g., print advertising) for another sexier version (e.g., Twitter). As social media markets continue to evolve you’ll come to realize that there are many emerging niche communities that have the depth and common areas of affinity you seek. This is the point I may have been missing all along!

For those of you intrigued by social media as a marketing vehicle for your business, here are a few humble suggestions.

• Social Media is not simply an online phenomenon. Marketing works best when you adopt a strategy that integrates offline and online activities. It requires a willingness to truly connect with other people. It’s people who change our world, not social media. The same principles apply to the online world as they do offline. For example, handing out brochures to referral sources will not move the needle on its own, and sending a series of tweets consistently for weeks will also leave you with very little return on investment. You need a multi-dimensional strategy.
• As social networking matures, people will come to expect more. You’ll need to work harder to add real value and to connect with those you want to reach. Don’t worry so much about your number of followers and likes. Focus on real relationships and real value.
• If you haven’t done so already, try blogging! In my mind, it’s the ultimate form of social media. It allows you to share your ideas, build credibility, hone your message, and build a community of like-minded people.
• Realize entry into social media isn’t free. You’ve heard this before I’m sure but it bears repeating. If you want to break through in social media you’ll need to commit to it. It takes real work!!
• Don’t just focus on Facebook, Twitter and LinkedIn. Find the niche communities that matter to the work you do. And if they don’t exist, start your own!

I hope this helps, and as always, feel free to contact me if you have questions (david@davidpdiana.com).