I still remember the first time I got behind the wheel in my driver’s ed class car. After two weeks in class, I finally got to sit in the back seat waiting for my turn to drive. When I finally got into the drivers seat, I was informed that I would be getting on the highway.
I recall feeling as if I would throw up as I approached the “on ramp.” My instructor, a retired policeman, kept telling me to put my foot down on the gas. “You have to merge at the same rate of speed,” he kept saying.
I could feel the sweat dripping down the back of my shirt, and my hands were so tight on the steering wheel that my knuckles were white. I am not sure how I got on the highway or even how long it took to get to my house. I was in some time warp with strange sounds whizzing alongside my ears and deep, muffled voices from behind me that sounded like a horror movie.
I remember not wanting to get out of the car because my legs felt like concrete–until they hit the ground–then they quickly turned to jello, unwilling and unable to move toward my house.
Eventually, I got to the front door but was unable to turn the knob because my hands were shaking so violently. I was relieved when they finally pulled away so I could slump down against the brick wall and gather myself.
This flashback came about when I was reviewing a month end posting report on a recent client’s Facebook posts.
They had paid me for my “advice” on social media and only wanted a strategy for posting with content ideas and direction. Unwilling to see the value in training or social media management, they felt confident that things would just roll off the page as simply as it was outlined. I pointed out that the person who was the “communications coordinator” already had a busy job and may need some guidance, but the owners thinking was that she already had her own Facebook page, so it would be easy to get this going, right?
I recall leaving that meeting feeling nauseous.
I had been driving in the front seat with my parents for 16 years before I took that ride on the highway. I can tell you that none of that observation and keen attention to the turn signal movements helped me at all that night–or many other nights afterward for that matter. Learning to drive, like learning how to implement a social media strategy requires training….lots and lots of training, and even more practice.
The simplicity of social media is a concept that comes from the idea that it is free.
Free is not free when you calculate the number of hours it will take someone to set things up, make a plan, write and curate content, follow up, analyze, readjust, and then post and post, and yes, post again, daily.
It must have been great to be a Yellow Pages Salesman back in 1980’s. Pay, create, and print. Done. All that what was left was for the phone to ring, again and again.
Not so simple today. But really, nothing is that simple anymore. Business is driven by a presence on social media, not a specific need, but more about people’s desire to learn more, perhaps even own the thing that caught their eye while scrolling through images on their phone.
It’s tough out there today!
Social media is advertisement/journalism/newspaper ad/business listing/inventory and billboard sign. The “small shop” is no longer products and a salesperson, but rather a whole world of experiences. Consumers today expect to log into your website and find all the answers to their questions—visually, thoughtfully, and graphically pleasing. It has to be simple enough to find what they want quickly, but detailed enough that they can go deep inside the culture of the business.
A flat, yellow paper ad from days gone by did not even scratch the surface of “experiential.” And placing an ad took maybe two hours back then with a payment plan! You had all the details done—hours, logo, address, perhaps clip art—it all came down to size and budget.
So why isn’t marketing today operating like that?
Why is it so hard to see that marketing a business today is more than a few posts and fans to “thumbs up” our information? Why isn’t there more of an effort to bring people on board who can really grow an organic program that is fun and part of the everyday culture of the business?
Oh yeah, it costs money.
I am always clear when talking to people about social media marketing. “It is an egg,” I tell them. “eventually, it walks.”
But who has ever seen an egg hatch?
Not in this grocery store nation. So, I am thinking, I may need to find a new analogy….perhaps that’s why I had my flashback this morning.
Social Media is like learning to drive a car!
You will feel unbelievably nauseated, sweaty, out-of-control, and utterly fearful of every single moment,
until one day, you just don’t.
I like that.
Maria Bereket is a Social Media Consultant, LinkedIn Strategist, and a very animated Speaker. Her work focuses on bridging the gap of the digital divide by teaching people how to use social media to grow their brands through thought leadership. Her passion is working with small businesses and non-profits because she feels that it is through their work that our communities will be stronger and better for everyone. Teaching people to embrace technology and learn how to communicate in a digital world is her super-power! For a different perspective follow her @mbear88 or just email at firstname.lastname@example.org (Originally Posted on LinkedIn)