The other day, a potential client ended our conversation on strategy and monitoring with the following: “Gosh, social media seems to be so much work! Not interested in adding more workload to my day. I have a business to run.”
Most of the business owners I know feel just as frustrated — and overwhelmed. Honestly, who can blame them? Not me, for sure.
In 2009, when I started my career in social media, things were different and easier. Only a few major platforms were around (e.g., MySpace, Facebook, Twitter…). Blogging for branding purposes was just taking off. And the mobile world was still in its infancy.
Now, seven years later, social media has become mandatory for businesses in most fields. “All my friends and family have been advising me to go for it, so why not, you know?”
The next logical steps for entrepreneurs are to open a Facebook Page and Twitter account; invite all their friends and acquaintances to like / follow them; and then drop a few status updates and promotional links. Then, two weeks later, when the expected results aren’t there, disappointment takes over.
“I should have 1,000 likes and 500 followers by now. Yet, nothing is happening! Why? Oh well, at least I tried.”
Social media is much more than Facebook or Twitter. It is where deep connections can happen and where your chances of success are directly proportional to how much you care.
I will not lie, though. Social media is also a lot of work.
With that said, no one is demanding that you master the basics in ten minutes.
So start small. Educate yourself. Ask questions. Read a lot. Observe people who have a proven record of success in your industry. And you will eventually realize that the problem never was the added workload, but rather a fear of the unknown.