We often talk about how success in social media (in all of it’s tasks) is usually defined by whether or not one actually does things.
We come from a culture where failure is often seen as something fatal. “I don’t want to make a mistake” is seen as a bigger driver to actions (or inactions) than “I want to try something and see if it will work.” I recognise that in the world of brands there needs to be a degree of governance to ensure that the value of the company isn’t impacted by catastrophic screw-ups, but this shouldn’t translate a a blanket policy of inaction.
We see a number of repeating patterns as we talk to more and more companies. The most obvious of those is “you’re not telling me anything I don’t already know”…which often we’re not. But anyone having even a passing relationship with a social media platform will have realised that regular posting gets more interaction and engagement than infrequent posting*. They will also know that more conversations with clients or prospects is a good thing…but despite this they often don’t post regularly because they’re either “too busy” or “don’t feel it’s right” or simply “haven’t got anything to say”…pah…what a load of rubbish. These are excuses because (if I’m being brutal) the person is too lazy to want to do any additional work.
There is another version of this same problem which is that people we work with sometimes don’t already know things so they learn lots of new stuff…but they still seem to have a problem with using it.
Action, it’s all about taking actin and taking it now.
But isn’t that the case in so many things we try. Want to learn to play an instrument? Or speak a foreign language? Or run a marathon? Or cook vegan food? Or whatever it might be you have to just do it. Sure, when you first do it you may not be very good…but you do it again and again and again and you get better and, if you practice and persevere…you get better. But you must start and the longer you delay the longer it will be before you reap the benefit.
One of the challenges bred by not wanting to make a mistake is simply refining and revisiting and polishing an already good idea rather than actually using it. As the Prussian general and military theorist Carl Von Clausewitz once said, “The greatest enemy of a good plan, is the dream of a perfect plan” and this is one of the biggest risks one can possibly face in social media implementation.
So, please…start your social media journey today. Now. Before it’s too late!
*When I said “regular posting gets more interaction and engagement than infrequent posting” I’ve chosen the words I used quite carefully because posting once per week is bad, posting once or twice per day is good, posting once or twice per hour is bad…generally. So there’s a balance to be struck between being visible and being a spammer.
People who read this article also read these: