Monday, July 13, 2009

Don't be a Tool. Be a Crafstman.

Let me ask you something. Would you trust a contractor who shows up for a job with only one tool? Let's say a hammer. No level, no wood saw. Just a hammer. But, to be fair, it is a very shiny hammer. And all of the cool contractors are using it. To be completely honest I don't know a drill from a wrench so I am probably not one to be giving you advice on shiny hammer guy. But I do know a little bit about social media and the most successful efforts require a strategic mix of tools and tactics. And each tool is different depending on your client's goals. Yep, I said goals. Let's take a second to discuss goals.

Client: I want 1000 Facebook Fans!

Clear goal. Easily qualified metric. If the client gets 1000 followers, that is a social media success, right? Well, before you break out the champagne, consider what those followers mean to your client's business and bottom line. If you can't answer that then you don't have a real life business goal. So how can you even begin crafting a strategy or marketing plan?

But, your client really, really, really wants to be on Facebook!

Well, I wouldn't tell my contractor what drill bit to use. I trust that he will choose the appropriate tool to get the job done. And as a social media marketer it is my responsibility to understand my craft and all of the tools at my disposal. So that when a litigation specialist asks for a Facebook Page, I can gently inform her that well, it's not likely anyone will "like" Chinese dry wall litigation. But, depending on what she wants to accomplish, I bet I can use my keen listening skills (aka bionic ears, thanks Tom Martin) to find someone else out there who is talking about it. And then together we will figure out the best tool to reach them.

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