Before diving head first into a social media marketing plan for your company (side note: we ALWAYS recommend going in with a plan) there are a few things you should seriously consider. Many people do not fully understand the concept of social media marketing and why it is so entirely different from traditional methods of the past.
Here are 4 important things you should know before you take the plunge:
1) Social Media does not provide instant gratification
Social media is built on relationship building and communication. Building trust and relationships take time. Also, working the tools and putting in the effort to make your social media plan a success also takes time. It is not a matter of signing up for a social media profile and watching droves of people rush in immediately. Although you may feel you are not getting desired results right away, do not get discouraged! The relationships that you are building will lead to loyal, repeat customers that will be worth the wait.
2) Social Media is more than a tool for broadcasting.
This is a hard one for some people to grasp, especially since in the traditional world of advertising everything boils down to broadcasting. What 
message do we want to put out there? What do we want people to know about us?…You get the point. The rules have changed. Instead of shouting out your message, social media is about authentically listening and communicating. It is about connecting with like-minded individuals and posting relevant content worthy of attention. Companies successfully participating in social media bring value to the table and they adopt the approach of “the more you give the more you get.” Focus on promoting others, listening to others and taking an unselfish approach.
3) Social Media is a long-term effort
I once read that traditional advertising and the typical advertising campaign 
concept can be compared to a one night stand. Social media is the committed relationship. Now don’t get me wrong, campaigns are great and when done well can be extremely effective. In the digital sense, campaigning through methods such as viral videos can be a great way to creatively set yourself apart. The point here is that a long-term social media presence needs to be in place in order to back those efforts up. Unlike a campaign that runs its course and ends, social media is constant and requires that attention. Do not go to social media when its time to promote your latest event. Instead, focus on long term relationship building.
4) Social Media involves more than technical skills
We hear it so often, “I’m not really a computer person, so I’m going to give these social media responsibilities to a recent college grad or intern who uses the computer all the time.” Beware! Just because someone can use the computer does not mean they are automatically a candidate to handle your social media. Likewise, just because you may not be a “technical person” does not mean that you do not possess the skill set necessary to make these tools work. Having a vast knowledge of computers aside (the tools are very easy to navigate), the person or company designated to run your social media efforts must possess a strong synergy with your company’s brand. The voice of your social media is going to become the voice of your brand. This is not to be taken lightly and requires a skill set far beyond technical capabilities. Many web development companies are now offering social media as part of their services. Be sure to do your research. Coding a website is very different from portraying your brand properly on social media.
In a nutshell: Social media marketing is effective when a company realizes they must focus on building relationships as opposed to “one night stand” campaigns and broadcasting their message. Keep in mind, a loyal following is built through communication over time. Do not allow someone to handle this important communication just because they are “technical.”
