A Social Media Strategy for Business, Not Just For Fun

by Guest Expert

I recently ran a webinar about social media for business, and described a social media strategy for business owners. One of my key messages was that, if you want to position yourself as a leader, you should use social media mainly (about 80%) for distributing content, not for having conversations (at most 20%).

This is a different approach than most. So I knew it might get some pushback from the audience. After the webinar, one person tweeted this:

"And you have 80% stress and 20% fun in life? not for me friend :-)"

Here's the thing: I agree with him!

A lot of social media consultants do spend a lot of time on social media. And they do measure their fun in life by their online time and their online friends.

And there’s nothing wrong with that. If you want to use social media for fun – for connecting with friends and family – that’s great! Go for it! And if you do spend all your time on social media, then you'll be able to do a lot better than the strategy I recommend to most business owners.

It's like anything else. If you can turn a cricket ball like Shane Warne or hit a tennis ball like Roger Federer, you don't need the advice most coaches will give you. If you're a natural networker, you don't need to read "Networking for Dummies". And if you love being immersed in social media, you don't necessarily need a "social media strategy".

But most of us aren't in that boat.

If you're like most business owners, you don't spend a lot of time on social media - and don't want to. You know social media is important, so you want to use it, but you don't want to have to spend all day on it.

That's why I like the "use social media for building authority" approach. It means you create a strong social media presence with a clear strategy. The idea is to position yourself as an authority in your field, get people to subscribe to you by e-mail, and then continue providing value to them until they are ready to do business with you.

It's not the only social media strategy around. But it's one you can do with limited time and resources.

Gihan Perera


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