A Tool in Your Toolbox

Social media is a brave new world right now.  It is exciting to watch everything that can and is being done to connect companies and individuals with their audiences.  It seems like no matter what you have to say, you have a venue to be able to say it in a meaningful, impactful way.  But as more and more people are crowding onto the scene, it becomes increasingly difficult to make sure your message is heard.  Your message has to be tight, your brand has to have the ability to connect with your audience, and you have to be speaking in the right place.

But it is also important to remember that as powerful as social media is, it is one tool in your toolbox.  It is a tool to connect you with your customers, your partners, your vendors, the media, and others.  It gives your brand a voice.  It helps establish you are a worthwhile person or organization with something important to say.  But there are some things that social media WON'T do for you.

• Your website: If you don't have a web presence, do that first.  This is the first place that you want your customers to find you.  This is your unique platform that allows you to showcase everything you have to say and offer.  People will form a perception of you based on the information they find there, so it makes it worth the investment to have someone do it for you if you aren't comfortable doing it yourself.
• Face to Face Networking:  Social media is a great way to further conversations with people you meet in person.  It is also a great way to enhance relationships that you've made online.  No matter how great of a communicator you are, nothing beats face to face to build trust and credibilty quickly.
• Know Your Brand:  Your brand is who you are and the value you bring.  When you venture out into the social media world, you have to be able to succiently share this value in an honest, approachable way.  Social media will help you connect your brand's value to your audience's needs.
• Industry Research: Make sure you know where your target audience hangs out.  Spend time surfing the web and seeing where your competitors are before diving in, and then amp up your message to differentiate yourself.  Know where people who talk about your industry hang out.  You want to spend some time connecting with those resources, because they can help you promote your brand to the people who count: your customers.

Remember social media is only as good as what you put into it, and it's a tool that enhances the foundational work you've already done.

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