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Question of the Week: When do I know it's time to use social media?

Again (I’m feeling like a broken record), this post is way over due.  You know, life happens blah blah blah.

I’ve been asked quite a bit when it’s time to develop a social media strategy.  I think this is a hard question for most folks to answer for a few reasons-

  1. Face it, social media is hot right now.  Marketers generally fall into the “oh man that sounds cool I want to do it” crowd without really understanding all of the moving components.
  2. The criteria is fuzzy.
  3. There is so much  social media buzz around new products and techniques that it’s hard to know what to use or even if it’s worth a marketers time.

So, with that said I wanted to touch upon some of the points of when it’s time.  I’m going to break this up into posts throughout the week to address three key reasons to use social media.  To know if it’s worth you’re time coming back, here are the reasons:

  1. You’ve maxed out traffic from other marketing channels
  2. Your brand needs to look cool and trendy
  3. There is a community that has a lifestyle around the product or service you offer.

With that said, there are lots and lots of additional reasons why it could be the right time to use social media.  This is a sample of some of the reasons why we’ve been able to develop great relationships and communities online, but like all things digital, there is a constant evolution adding new reasons and applications into the mix.

I’m going to be writing about this topic for the next week or so, stay tuned!

Michael Scott Could Use Social Media

I’ve been speaking with a bunch of small business in the past couple weeks, all of which say something along these lines, “I just don’t think I can use social media to grow my business.”  It got me to thinking about the real applicability of social media to positively impact any enterprise.  Could a company as awesomely messed up as Dunder Mifflin effectively leverage social media?  The paper business, like many businesses, is based on repeat sales and long standing relationships.  Most sales are not made overnight, with significant legwork by the Dunder Mifflin team to develop and cultivate their scarce leads (sound familiar?).  Let’s give this one a shot…

  1. Kelly could for sure use a Twitter account.  @DunderSupport?  Perfect.  She could interact in real time with clients that may be having problems with their order, or a rude salesperson.
  2. Likewise, they could establish a Dunder Mifflin Twitter sales account that they could use to scourer the twitterverse for those diamond in the rough sales leads.  Dwight could obviously use a unanimous name, or something about bears, beats or mythical beasts.
  3. The Michael Scott YouTube channel – Oh yeah, just think about the content they could come up with…   Michael Scott’s Tips to Saving Paper and Helping People with Disabilities?
  4. The entire team could blog about important issues in the paper industry.  Is there a “green” paper that is coming out?  When are beets in season? What is Dunder Mifflin doing to help energy conservation?  Any fun parties in Scranton?  How to master crossword puzzles?

So Dunder Mifflin could interact with less than satisfied clients in real-time, foster new leads and create relevant content that people in their industry, both clients and prospects, could consume.  In the end they would increase their digital footprint, and when someone searches “paper supply” in Scranton the amount of content about Dunder Mifflin would fill the search results.

Now the real question is, if Dunder Mifflin could pull if off, why can’t you?