Thursday, December 15, 2016

Utilize Social Media -- But Why?

We’ve all considered both sides of the saying, “change for change’s sake.” On the one hand, there’s the argument that there’s no point in changing things around if it just represents something to do. On the other hand, there’s the idea that it never hurts to shake things up and challenge the status quo.

When it comes to marketing, the landscape has changed for us. Digital marketing—in particular, social media marketing—has presented tools and options we’ve never known before. The question becomes, how should you use it? And, as a CEO or manager, how involved should you be?

Joe Pulizzi spoke to the Akron Advertising Federation in May
I had the opportunity earlier this year to attend a seminar presented by Joe Pulizzi, founder of the Content Marketing Institute and author of several books on the topic, including his most recent, “Content Inc.” While he certainly advocated jumping into the world of content marketing and social media, he also pointed out that the process is more a marathon than a sprint. In fact, he advises businesses to be prepared to wait as long as 18 months for a content marketing plan to produce concrete, measurable results.

Are you utilizing social media for your business? I am, and I think you should be, too. That doesn’t mean you need to do everything. I’ve turned to professional colleagues to help shape and implement my content marketing plan, which includes everything from Facebook to blogging to e-newsletters. I’m able to keep a finger on the pulse of what’s happening, without being bogged down in the details. As a result, we can keep things moving forward—almost in spite of me, you might say.

It’s also important to know why you’re utilizing social media. Simon Sinek, a noted author and speaker on the topics of management and leadership, poses the question, “Do you know your why?” Sinek, who shares his ideas online at, gave a popular TED Talk on the topic, in which he shares his Golden Circle concept.

At the center of the circle is the why, the core of your business; next comes the how, as in how you fulfill your core belief; and then comes the what, as in what you do to achieve it. Sinek suggests that most of the time we actually get it backwards. We start with the what, and work from there. His ideas are thought-provoking and compelling. A simple change in perspective can make all the difference.

When it comes to social media marketing, rather than resist it or place it on a mental back burner, why not embrace it? Learn all you can about it. Actively plan for it. And begin your plan with why you’re doing it. You’ll soon recognize that it’s more than just change for change’s sake—it’s change for your business’ sake, and an important element to your future success.

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