Many social media skeptics will come around
I sat in on an Atlanta meeting recently while a presenter explained the merits of LinkedIn to a company.
The audience, mostly young and very smart, asked great questions. Several attendees hung around afterwards and asked even more questions. Someone pointed out that an employee had walked out after eating and avoided the talk. Someone else quickly added, “That’s all right. He’ll never use it [LinkedIn] anyway.”
Another professional showed similar skepticism during a talk I gave. He didn’t leave the room, but he was openly dismissive of social media. And I guess he dismissed me as well when he asked “You actually make money off this?”
Anderson Analytics’ recent research found three groups of people least likely to embrace social media — the time-starved (although Anderson says nearly half of that group will be using social media by year’s end), those concerned about computer security and, finally, Group 3, those who think social media are stupid. The research found 94% of this group will never use social media.
Both skeptics I’ve mentioned undoubtedly fall into Group 3. So there’s a 6% chance their minds can be changed. How do you reach those whose minds are made up?
First, I’ve seen too many people change their mind in the past year. In the Atlanta area, the statistics prove it. Those over 25 and even over 55 are flocking to social media, especially Facebook. We’ve previously written about that phenomenal growth, pushing Atlanta to No. 2 in registered users in the U.S., trailing only New York. My guess is that both of these skeptics have been getting — or will get — pressure from associates and friends to communicate more through social media, whether they want to or not.
Second, the business case studies are coming like a flood. Every day, you read accounts of new success stories in the media. See last Friday’s New York Times piece on Twitter and small business, for starters. Twitter is being used successfully in … Blowing Rock, N.C.? Books and studies are proliferating at a rapid rate, detailing strategies that lead to results.
In short, using social media as part of an overall strategy is a must for most professionals and small businesses. I’ll probably never know what happens with these two skeptics, but I’d wager at least one of them eventually changes his mind.
Now those are odds that I’ll take any day.
Why avoiding social media is wrong — Part 2
Let’s continue with another 10 reasons professionals have told me they don’t bother using social media for social networking. Here are their reasons with my response. Yesterday, I called those reasons “excuses” they cannot afford to make.
Excuse: But there’s no true ROI in social media.
Response: Not true. ROI can be measured if the right metrics are tracked upon measureable goals. However, ROI means more than Return on Investment in social media. There is also a Return on Influence. That is harder to measure, but points to your growing influence as a thought leader or business owner. And those benefits may far outweigh traditional ROI.
Excuse: Social media is just a passing fad.
Response: Not true. Growth remains strong across all demographic groups. All signs point to your online social profile serving as the basis for how sites will serve you content and advertising in the future. Our economy is increasingly based upon online social interactions. Also, see Tuesday’s blog: Your future depends on social media.
Excuse: No point learning this stuff. Something else is coming along and will replace it.
Response: There is no doubt that technology changes rapidly. However, research indicates that online social profiles will only increase in importance, not lessen.
Excuse: Isn’t Facebook really meant just for social interaction with friends?
Response: For the most part, yes, but if used in conjunction with other tools, it can be a pleasant bonus in growing your brand. Be careful about selling yourself to your friends, though.
Excuse: But how does Facebook grow my business?
Response: Fan pages work in some cases. Using their Living Social tools (without overdoing them) can also help. The bigger benefit is in making connections or reconnecting with old acquaintances. Keeping in touch builds social awareness, which never hurts in business. You can never have too many friends.
Excuse: How can you communicate anything meaningful on Twitter in 140 characters?
Response: People convey a lot of information or links to good information in that space. Link-shortening services also enable you to reduce long URLs to a few characters.
Excuse: Why do I need to use LinkedIn? It’s only for people trying to find a job.
Response: If you want to establish yourself as an authority in any business, you should use LinkedIn to share information through its numerous Groups and also Q and As. If you are looking for new business contacts, LinkedIn offers great market research and introduction possibilities.
Excuse: Isn’t there risk in using social media?
Response: Possibly. Use common sense in what you post and don’t overdo self-promotion.
Excuse: Isn’t it possible that a connection can use social media to hurt my business?
Response: Yes. But that would be true whether you are using social media or not. If you already are, you have a chance of minimizing damage.
Excuse: I still think this is a waste of time. Why should I care?
Response: Our culture is moving rapidly away from advertising and one-way marketing to the consumer or client. The power has shifted to the customer. Business and business leaders are more accountable than ever through social media. Ignore at your own peril.
Those are enough excuses for now. We’ll go deeper in explaining some of the responses incoming days. Have a question? Comment or e-mail jay@jayknowsnetworking.com.
Bury your head in the sand? Ostriches don’t
Yes, those are ostriches in the photo. Ostriches are probably one of the most misunderstood animals because legend insists they bury their heads in the sand.
Not true. At worst, ostriches simply keep their heads low to the ground when hiding. Facts: Ostriches are fast and have very sharp claws. And they have the largest eyes of any land-based animal. So they don’t miss a trick, just like the momma carefully eying me as I feed her kids.
What’s the point, you ask? That reality is far from prevailing myths. One of the biggest myths I encounter are professionals who say that spending time on that “online stuff” — blogs, Facebook, Twitter, even LinkedIn — is a waste of time.
Nothing could be further from the truth. The business rules of engagement have changed. Social networking — the use of Web sites and online tools to build relationships – is here to stay.
Maybe you know you should be involved in social networking, but don’t know where to start. Perhaps you think you just don’t have the time. This blog will discuss some of the tips and tricks that will simplify social networking for you.
If you follow and practice these suggestions, you will see that social networking is essential for today’s busy professional. And no one will believe the myth that your head is in the sand.
You’re not too busy for social networking
Everywhere I turn, I run into busy professionals — of all ages — who are skeptical of the value of social networking. They say LinkedIn hasn’t worked for them, or Facebook is just a waste of time. And if that excuse isn’t enough, they say they don’t have the time. In an age when people are now spending more time on social networks than e-mail, that view could be costly to their businesses. This blog will focus on how time-starved professionals can get the most benefit from social networking. Don’t worry, it’s not too late. YOU can learn how to do this. We’ll show you how.
