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The Urgency of Engagment

Although not everyone understands that engagement is an absolute necessity in any social media marketing efforts, I’d say the vast majority of people are either on the bandwagon or they’re at least starting to climb on it. Why, you ask? Excellent question. The answer is simple, really. If you don’t engage – then there’s no social aspect to your social media. At that point, it’s just media… In which case, it would probably be more effective for you to paint your face on one of those bus benches and pray for clients.

People no longer buy from you simply because you tell them to. They buy from you because they’ve built a relationship with you. What’s most important in ANY relationship is trust. That’s what you’re focused on building with your existing and your potential client base.

Now comes urgency. Let’s say you pose a question on Facebook to promote engagement. People start answering that question – or – they start asking questions back. You let the post sit…. and sit… and sit… ya know. Until you finally get the time to answer those questions or comment on those responses. NO! As [Robert Caruso], CEO of [Bundlepost] has said on many occasions in our phone calls, social media is REAL TIME. You need to be engaging your following consistently and actively. Your lag time should be no longer than an hour. Much quicker if at all possible.

The screen shot posted here is used with permission from one of my high school classmates. She very recently returned from a trip to Mexico and had an awful time trying to make it back home to her two kids. This was her tweet – which she then screen captured and posted on Facebook. While it didn’t make her experience any better, per se, US Airways did respond to her rather promptly – asking her if they had deplaned yet. If nothing else, that response let her know that they cared that she was on a return trip from hell and that they were addressing it. Reassurance does wonders for your customers.

So you can’t respond and/or engage while you’re in the back cooking, working on payroll, handling employee discipline problems, dealing with the state tax issues that have been haunting you for the last 2 months? Understandable – but as with anything else, understanding where you are weak and where someone else is strong is absolutely imperative in making a successful business. If you don’t have the time, hire someone. Hire someone who knows what they’re doing – AND has the time.

If you think you don’t have the budget to stay on top of your social media – look at where you’re spending your marketing dollars now. If you’ve done any research at all on marketing today, you’ll know that this is where you’re going to get the most bang for your buck. So you either find ways to trim in other marketing efforts to make room for Social Media Marketing or you absolutely MUST find a way to make time in your day to respond and engage.

You May Need to Tweak Your Twitter

My friend and I were discussing new followers we had on Twitter this morning. She and I both use Twitter for business, as do many others. One statistic I found said that as many as [85% of B2B marketers use Twitter.] Suffice to say, business people are certainly using this micro-blog for more than entertainment. In fact, I would venture to guess that 90% of my tweets are business related. Do I sprinkle bits and pieces of who I am – my character – my personality – in there? Absolutely. As I should… And so should you.

Here’s my point. You want others to at least THINK you know what you’re talking about. You want to provide valuable content, keep them intrigued and from time to time a little entertainment isn’t such a bad thing. When people click on your profile on Twitter, what do they see? This morning when I was discussing profiles with my friend, she stumbled on one profile that literally made her laugh out loud – followed by, “and WHY would I follow this guy back?” I can’t remember exactly what his profile synopsis said, but it was about 4-words long and may as well have said, “I like chocolate milk.”

Your social image is a huge part of your overall image. Your twitter profile should contain… well… a micro-blog of you. If you use your Twitter account primarily for your CPA business, that’s what the majority of your Twitter profile should be as well.  While “I like chocolate milk” may be funny as a Twitter profile for [Zach Galifianakis], he has established himself as a comedian. It fits who he is.

Here is my Twitter profile – just to give you an example.

President, Powers Digital Marketing / Social Media Professional / Entrepreneur / Supporter of Small, Local Business / Coffee Queen / Lover of all things bacon

Indianapolis · amberkpowers.com

It sums up what I do and who I enjoy working with with just a peppering of who I am outside of work – or things I enjoy.  If you use your Twitter account for business, make sure when people look at your profile, they leave knowing they could have an intelligent conversation with you about the industry you work in. More importantly, since it’s a social site – make sure you give them reason to follow you.

Did a Social Media Professional just say….???

Hey you. Yes… You. You said you wanted to grow your business, right? Here’s the thing: You’re never going to do it hiding behind a computer. That’s right. I said it.

Our culture is on social media overload. One of the reasons I hear multiple people say they veer away from social sites is that we have lost the art of truly connecting with each other – and to an extent, these people are right. Social media is just one of many avenues to get and stay connected.

Networking in person is still a completely viable way to grow your contacts – and in turn your business. The difference now is that you use social sites to help you at your networking events. That’s right. I’m telling you to do some social stalking. *Disclaimer* – I’m not really telling you to stalk people. :-)

But what you CAN do is join local meetups. On these sites, you can actually see who will be there. Decide on a handful of people you’d like to meet there by checking out what they do. Google their names to find out businesses they’re in – or even better sometimes – is who THEY know.

Information is gold and it’s now at your fingertips. Let your fingers do the walking, but get your body there in person.  I promise that the extra effort will be worth it.