The Buzz is Social Media

Every business owner on the globe has been told social media is the answer to his marketing needs.  If you're not on Twitter, Facebook, LinkedIn, etc the buzz says you and your business are dinosaurs.   But buzz is a funny thing.  It’s a lot like the Platte River a mile wide and an inch deep.  When you try to dig deep you find a muddy bottom rather than clarity or direction. 

Would you invest in a stock you know nothing about?  Would you give the guy around the corner hours of your business week because a stranger said he was a good guy?  The probable answer to both questions is no though the stock and or the nameless guy could prove to be valuable assets.

Buzz is also similar to stereotypes.  Though overplayed and under-thought there is usually a core kernel of truth.  So bottom line can social media become a tool in your marketing arsenal?  YES!  Is it the silver bullet?  NO!  It will not benefit your business or your customers if it is used passively.  It requires tending, like your garden.  There are also things social media are not.

Social media is not a replacement for a marketing strategy.  It is not a stand-alone substitute for a holistic consistent marketing plan.  An effective program should include social media elements, but the launch of a Facebook page or a Twitter account is not enough on their own.

You will not achieve instant success by setting up social media accounts.  If you set up a Twitter account and send a few tweets it is unrealistic to expect an immediate herd of followers. Social media is a marathon, not a sprint; it takes time, consistency and patience to cultivate a presence and following. Be patient with social media and work at it diligently.

You believe that your business, product or service has something special to offer your customer base.  You may be certain your offerings are far superior to your competitors.  It is your job to convince others that your beliefs are true.  Again, social media is a tool that can help communicate that message but not without that dreaded diligence mentioned above.

Social media is not a lifeline.  If your business is in trouble the implementation of a social media campaign will not make a valiant rescue.

Social media is not a monologue directed at potential customers.  It is a dialogue and you might not like some of the responses.   Honesty is key with social media. Your reputation can be tarnished in hours if you fail to be transparent. The good news is that in a dialogue you have a rebuttal stream but keep it professional not personal.

When your business is actively involved with social media, each employee becomes a potential ambassador.  It’s up to you to train everyone on your staff to promote your brand.     

Social media isn’t a miracle, a cure all, a silver bullet or the single pill that will allow you to lose twenty pounds without diet or exercise.  Is it worth the effort?  YES!  But like diets it’s the work that makes you succeed not the buzz about the latest fad.

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Challenges

As my intern and I enter into our final week of the grueling Body Quest Boot Camp, we are both anxious for the sweat and ache that is waiting for us on the field. Each morning we arrive at 6 o’clock to fight against the bugs, the mountain, the elements and ourselves in a battle for fitness. From the loud (sometimes tough) encouragement of our instructors and fellow boot campers we push our bodies past exhaustion to a brink that we did not realize we could reach. Just when we cease to believe that we can muscle through the last push up, sprint the last lap or hold the last plank something inside pushes us to the end -- a powerful determination from within. With our teammates cheering us through the last exercises, we find a second wind to battle on. By the end of the strenuous hour we stretch our sweat covered limbs with a smile, somehow energized and strengthened for the coming day.

We all face tough patches in life. Whether it is our health and wellness, our relationships, or our work it is inevitable that we feel frustrated at some point. Sometimes rough moments can be avoided and sometimes they can’t, but it is how we push through these difficult times that make us who we are.

Greek philosopher Epictetus once said, “the greater the difficulty, the more glory in surmounting it.” We are measured by our ability to weather the storm and our resilience and focus to push towards the other side. Without difficult times to drive us forward how can we be challenged to grow? How can we become stronger as a friend, a parent, a co-worker, a business owner or as a person?

By facing these daily challenges both large and small, we fortify our core values to become stronger as individuals. Although it may take a large amount of effort and determination, the pride we feel for our accomplishments at the end is undeniable. From these testing experiences we learn from our mistakes, challenge ourselves and others, to flourish.

What is your rough patch? Maybe it is a difficult client, a hard decision, a scary opportunity or business venture. Face these challenges and know that the experience will provide for growth within your business and its surrounding marketplace. And remember that no matter how ominous a problem may seem there is always someone cheering you on from the sidelines.

Collaboration not Competition

Baby boomers were raised to compete. They vied for everything from spelling bees to who could be the coolest. Today’s children are raised to believe that showing up is enough. Every child on a team gets a ribbon or trophy regardless of effort. As in all things, reality lies somewhere in the middle.

The Boomer’s competitive focus on their perceived competition was about winning but not about excellence. A competitive focus is outward directed. Everything the other guy does is a threat, something to act against. There are inherent problems with this mind set. It presumes that you have nothing to learn; winning is everything; and the other guy has the potential to beat you.

In spite of a Quaker upbringing Richard Nixon was the poster boy for professional competitiveness. He had a successful first term as President. He was a shoe-in for re-election. But during the campaign season he took his eye off of his strengths and weaknesses. He turned his focus on George McGovern. It wasn’t enough to beat him; Nixon wanted to annihilate McGovern. When annihilation became the goal principles and ethics fell by the wayside. A smart man with unparalleled skills threw away his legacy to compete against someone who had little chance to win.

Collaboration is cross-focused. It presumes that that someone in your market or others with a similar business offering might have something to proffer that could enhance your business. It presumes that by joining forces you could enhance both of your businesses. We have many wonderful collaboration models in our market. The Historic Inns of Rockland work together to drive calendar events and to promote their businesses. Maine wineries sponsor a state wide wine trail that features all of the wineries. Our art galleries do simultaneous openings to maximize viewing of shown artists’ works. The businesses mentioned collaborate to minimize costs and to maximize exposure. They join forces to set quality standards and customer satisfaction levels. They learn from and teach each other.

It’s about everyone winning but unlike the trophies for everyone crowd it’s about more than showing up. It means doing your best and sharing your knowledge. It’s an exchange of ideas and constructive criticism. It’s about being an individual and a team player. It’s about winning in a new way.