Business Tip

"Resist Social Media Haystacking"

By Lena L. West, Women Entrepreneur

For some reason, when entrepreneurs decide they want to start using social media, they just "have at it." They spark up a Facebook or Twitter account or launch a blog, and they're off to the races.

They think that because social media and social networking tools are so easy to use AND because so many "experts" are telling them to "get their feet wet" and "just get started," they'd better get cracking. And they fall headlong into trouble. They get poor results (if any results at all), they don't get the feedback they're seeking, they waste oodles of time and then their story changes to "social media doesn't work".

Here's what's at the root of that problem: I call it "social media haystacking."
That's the act of adding social media activities to an already full schedule and then beginning to slowly but surely resent social media as yet "another thing you have to do." Women entrepreneurs are particularly susceptible to this pitfall because we usually have 90 other things we already "have to" do.

Think, for a moment, about a haystack and its formation. Or consider a pile of objects. When that pile gets too high, what happens? Whatever is on top falls off. Whatever you added last falls off--and if social media is the thing that you've added last to your "to do" pile, what do you think is the first thing to come tumbling down? Yes. Social media.

Here's what:

The solution to haystacking is simple. Before you start using social media, take a look at your marketing mix--the handful of activities you're doing to market your company. I can guarantee you that something isn't working. It might be direct mail, SEO, PPC/PPA or your e-mail newsletter. Whatever it is, recognize it for what it is--an effort that's not getting you the results you wanted for whatever reason. Take the time and energy you were investing into what's NOT working and invest that time into getting started with social media activities.

It sounds simple, but it works. The best ideas usually are not complex at all.

Stop doing what's NOT working and start doing something that has the potential to have lasting impact on your business.