One of my favorite things to talk about, you might have guessed, is how social media can benefit businesses. It's an amazing tool for helping a business reach out to its prospects and customers, not only to create profit for themselves, but to be able to provide value for their community (virtual or geographical).
But for all of the things that social media can do – there are a number of very important business skills that it cannot do. And if you want to know how to create a social media strategy for your business, you've got to know what social media can't do. This way, you won't expect too much from your social media presence and then wonder why it can't do these key tasks in your business.
#1: Social Media Cannot Provide Your Business With a Mission or Vision
While social media is a great tool for communicating your mission and vision with your audience, it's critical for you to know that they in themselves aren't your mission or vision, and your social media tools by themselves cannot provide or reveal that mission or vision to you. It takes honest, focused reflection to be able to determine these key items of focus, and if you aren't serious about determining what they are, you'll never be as effective in your social media strategy as you could be otherwise.
#2: Social Media Can't Care About Your Customers
Once again, social media is a tool for communicating what you feel to your customers. It by itself can't care for your customers. It can't convey an intention that isn't there in the first place. In fact – it merely expresses the thoughts and emotions you input into it in the form of content. If you don't care about your customers and prospects, one way or another, your social media updates will communicate this very fact to them, often when you least expect it. And that usually takes the form of a social media disaster gone viral.
It's critical that you approach your customers from the right perspective – truly, you must care about them in order to provide the most value for them. If you don't, sooner or later, they'll tell you goodbye.
#3: Social Media Can't Build Your Business Overnight
Somehow, people have gotten into the mindset of thinking that social media is a quick fix – that all it takes putting up a website and creating a few platforms, and you'll suddenly find yourself ranking number 1 on Google.
While there are strategies for moving up the search engine results pages quickly, getting found is only one piece of the social media marketing equation. There's also providing content people naturally want to keep reading and to share. There's providing customer service that sets you apart as truly legendary. And it's living up to every claim you make in your business with respect to your products or services.
Are there other things social media can't do that are important for business builders to know? Leave a comment!