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 www.startwithwhy.com, 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.

The Importance of Building Your Network

Sometimes, the answers to life’s challenges are right in front of our eyes. We just need to focus our attention to see them.

Take the example of social media. It’s a phenomenon that is here to stay, and it’s fast becoming the most influential way that we communicate in modern society.

I’m not here to debate whether that’s a good thing or a bad thing. I’m here to focus your attention on the term social. Because that’s why the whole phenomenon has taken off.

Social media has rocked our world, plain and simple. Facebook started as a way for college students to network online on their campus. In less than a decade, it has become one of the most influential tools in the history of mankind. People use it. Businesses use it. Non-profits use it. Governments use it. These days, it’s hard to imagine the world without it. Why? Because it connects us.

There was even a movie made about the Facebook phenomenon called “The Social Network.” And that’s the whole point. It’s a network. And networks are the pathways to getting things done.

If networking online is so popular, imagine the results you can get from networking with others in person, whether it’s one-on-one or in a group setting.

Something as simple as attending a social gathering with colleagues from the office can go a long way toward building relationships. In addition, there are a number of ways that you can network in the community to cultivate lasting and positive relationships.

Professional organizations are an obvious way to connect with people in your field. So are civic organizations like Rotary, Kiwanis, and other service-oriented groups. Your local chamber of commerce most likely schedules annual and monthly events such as banquets and social mixers, which are great forums for developing friendships and business connections. I have one friend who decided that he needed to improve his presentation skills, so he joined the local Toastmasters Club. Not only has he improved as a communicator, but the relationships he’s built have led to new business for his company.

Volunteering is a great way to connect with others. Few things build positive relationships more than working shoulder to shoulder with colleagues to help a worthy cause. Opportunities range from serving on a hands-on project such as building homes or delivering meals to shut-ins, to joining a non-profit board or a committee at your kids’ school or your church, to coaching youth sports in your community.

Regardless of how you do it, getting out into the community and interacting with others will build relationships. When you combine that with the many opportunities for networking online—Facebook, LinkedIn, and Google+, to name a few—you have before you a wide range of choices for connecting with others in a personal way. Over time, the relationships that form your network can present you with opportunities for personal and professional advancement.

Networking—social or otherwise—is a powerful tool. Look for opportunities to build your own network. It can be a key to personal satisfaction and professional success.

Jim Ondrus pioneered the management concept of Leadership Transitioning™. He is president of JA Ondrus, LLC, a Canton, Ohio executive coaching firm.