A direct seller emailed me recently. She said that she had hired a “social media expert” to help her get the word out about her business. “He set me up on 109 sites, and it isn’t working! What am I doing wrong?” she asked.
Now some of you who have read here for a while can probably answer this question the same way I did: The first problem is 109 sites. While that many incoming links might work for SEO purposes, it is certainly NOT a good social media marketing strategy.
Because there is absolutely no way one person can maintain effective relationships, which are the foundation of a successful social marketing strategy, on 109 sites. I’m not even sure a whole social media department could do that well. And as an individual business owner, your first priority is to work your business. You need to be out there selling products and sponsoring folks. Social media is just a tiny part of your overall business.
Which Sites Should I Use?
I get questions all the time about what social sites people should be a part of. For my US, Canadian, English, and Australian clients, I typically recommend Facebook as a first step. It has the largest acceptance in these countries, and it is designed in a very effective way to share information and build relationships. With the addition of Pages to a social strategy, people have a built-in opt-in marketing presence right within the tool. People in other countries should consider the most popular social tools in their country.
But really, 1-3 tools is enough. You should focus more on the quality of the relationships you build in a few tools, than on the quantity of acquaintances you can make across the web. Sure, the people you meet on different tools will be different. So think about where you can meet the best prospects for your business. Who is your BEST prospect? Where do they hang out online?
Focus Your Efforts
The fact of the matter is that you will not build quality relationships that lead to business on 109 social media sites. Not gonna happen. So focus your efforts on the tools that will bring you the results you’re looking for. I personally spend most of my time on Facebook, Twitter, and this blog. I have a LinkedIn and YouTube account, but don’t use them a lot. They are more “supporting players” in my social line-up.
Start with one tool, and do it well. Focus on meeting new people every day, while also building up relationships with current acquaintances. You’ll get much better results.
What social media tools do you use? HOW do you use them to get results for your business? Would love to read your thoughts in the comments below.