In social media common sense really matters

  • Do you have a presence on every possible social media site?
  • Do you mirror the social media tactics of big brands?
  • Are your results not what you expected?


Social media is a communications channel, just like the newspaper, television, email, or even a letter. Just as you wouldn't send out an advertisement via a letter in the mail, you don't need to be on every social media site.

Communication is about choosing the right channel for your audience. Some channels will work for you and others will not. It's that simple.

Building a social media strategy that puts you onto every site or that tries to replicate the strategies of big brands, can be far more of a distraction and cost than you might initially think.

Plus, do you really have time and resources to manage more than a handful of sites? 

What you need to think about is what sites are relevant to you, to your business and most particularly, to your customers, and then focus your energy on building engagement via those channels. It may not even be social media.

Your customers may hate you talking to them via social media. They might be inundated with email, social media updates and do not see it as a good way to acquire knowledge or build relationships. At the end of the day they might want a more personal approach, such as a phone call, rather than any more screen time.

Today's Australian has published the results of a new survey that more effectively measures newspaper audience rates - they are up 35-40% across the major papers in Australia. I think this is an outstanding result as it showcases the influence and value of newspapers. There is huge value in having news experts do the work for you and tell you what's going on in the world, rather than trying to find it yourself.

It is my view that newspapers will become more relevant again as people find the sheer volume of social media channels overwhelming and shift back to traditional forms of communication.

That said, social media is here to stay and it goes hand-in-hand with traditional news channels, so use it to your advantage.

It's vital that you carefully asses your current social media strategy and be really clear about what you want to achieve from it. Here are some tips that might help:

  • Work out who you are already talking to and who it is you want to be talking to
  • Get to know the people you want to influence
  • Consolidate - don't try to be all things to all people. Pick a few social media sites that are right for you
  • Integrate - most sites will work together so that your message gets a broader reach. You should also be looking at delivering messages ie. via social media, traditional media, direct communications, phone calls
  • Tell people where you are
  • Focus on delivering outstanding content so that you become the go-to resource in your market. Reading the newspaper helps with this.

I hope this helps. If you want to chat about your current strategy or to work out who you need to influence in your market that you may not be talking to yet, give me a call.