I value relationships. Authentic friendships. True communication.
So it’s no surprise that the one thing about social media that really makes me crazy is to see companies leap into the network, develop relationships around a product or cause, only to abandon the outreach when they realize they (a) just don’t get it or (b) don’t have the time for it.
I’ve got news for you. You don’t have to be on Twitter. You don’t even have to be on Facebook.
If you feel the need to be present because that’s where your customers are living, working and talking about you, then do your legwork first.
Listen. Find some people you admire and who seem to “get it.” Follow them and see how they do it. Determine if you have something useful (and I emphasize the word useful) to contribute to the conversation. Think long and hard about the time, energy and effort you are willing to put into this venture. Focus on long-term. Will you be able to keep it up for six months, a year, three years, ten years – even as it changes and evolves? Are you willing to commit to staying up with an ever-changing, ever-evolving, albeit extremely exciting environment? Will you work it into your overall business strategy across platforms?
You wouldn’t go find a customer, befriend him for a few exciting weeks and then abandon him in person. Don’t do it online.
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