Who has time for delays? Business is slow, the days are shorter and shorter, and did anyone realize that Christmas is like six months away?
Now you have that nagging feeling that everything is out of control. You got into your own business to have freedom, joy, flexibility, and the right to miss an exit once in a while and be late. But this? This is just too much to bear. Curse you social media I have got enough on my mind without having to worry about missing my exit to your lane to the future!
Perhaps you are the Preschool Owner who is trying to figure out how to balance the needs of communication with a younger demographic vs. the attention paid to the education of young children. Parents want tablets, pictures, real-time communication…you get it, but all that requires skills and time, and oh yeah, training. Training costs money and time. How can you pull teachers off the floor and make this work? How can you get the word out about the importance of education at this age? Without social media, the good work fades alongside the trends.
What about the executive who is more likely to embrace the challenge of tweeting or updating profile headlines, but has an almost arrogant perspective that succumbing to the social media pressure will lessen their experience and skills? These young kids are at your heels dreaming of your job while they are posting updates and comparing the newest apps for productivity. When is there time to learn all this technology, and still lead a team of people who roll their eyes at you every time you pull out your mobile phone? How do these kids afford these phone upgrades?
If you don’t like change, you’re going to like irrelevance even less.
Small business owners have the greatest career challenge when faced with the social media “elephant in the room.” Most act as if the “exit” sign came up without warning and yet most of these platforms have been well embedded in marketing for over ten years now. While you were paying the Yellow Pages for their “better deals” year after year, the marketplace turned to experiences. Your websites are outdated; your employees untrained in new customer service skills, and what about Amazon? How does one compete with the king of online sales? When is there time? How can staff be trained when you are learning too? And then, all of sudden there is a fury of activity from that Facebook ad you ran but no sales. Does this Social Media Stuff Work?
There is a time when you have to stop everything you are doing. Clean off your desk. Wipe your calendar free and just decide what to do, learn to do it, and then get it started. Social media is a living, breathing, circulatory process of marketing–so whenever you jump in–you are on your way!
The problem is that most people of a certain age, are their own worst enemies. It’s not technology that changed, its the process of making decisions that changed. We [the buyers of the world] needs lots and lots of information to make decisions. And we [the buyers of all ages] want that information right now. So why do business owners think that we [all the buyers in the world] will just walk in and say, “I HAVE TO HAVE THAT!”? Is there no dating before marriage? No dinner before dessert? Where is the story? Where is the process? The information that captures my attention and stirs my emotions? That is where the circulatory system of social media comes into play. It spreads information. It gets the heart beating. Social media is not optional, it is breath.
So think about that exit sign that you passed: THE FUTURE. We cannot blame “the past” for the future, so why try to blame “lack of time”? Personally, when I miss an exit, I just get off at the next one and circle back. Or sometimes I just let my GPS recalculate—and sure, it may bring me into a few sketchy neighborhoods, or over a pothole or two, but I get there….. and isn’t that the goal?
So pull over and figure it out. It is not the process of learning that is hard–it is accepting reality. So stop fighting, blaming, justifying, and avoiding….Download Waze and find a new, faster route into the future.
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