Games don’t go from being favorite pastimes to big business by having ambiguous rules and indeterminate winners. Nobody’d show up for the World Series if there wasn’t a vested interest in a specific outcome: one of the teams playing is gonna win.
And so it is with social media. I mean, let’s be honest. Most of us aren’t motivated to be here—online, using these tools—simply for the challenge of articulating thoughts in 140 characters or less.
So why do you do this social media thing each day? Why do you devote any portion of your day to tweet, blog, post, update, add, forward, link, bookmark, connect or click? What’s the “win” for you?
Surely, or hopefully, you and I are here for specific reasons, for clearly defined gains. Why suit up for the game if you’re never going to look at the scoreboard? I contend that if we haven’t named our “win” in all this, we may as well spare the effort and go get a new pastime.
A few weeks ago, I blogged about having “one question” to help guide business decisions. The whole idea is to identify the one thing you’re aiming for, and let everything else fall in line with that singular focus. I learned this approach years ago from a client, and now I find myself using it with new accounts, especially as we’re incorporating social media into overall marketing plans. Without focus and defined purpose, social media can easily be nothing more than a time zap (just like any other tactic in a marketing program).
Can you state how social media tools are helping you answer the “one question” for your business?
For any plan or proposal I create for a client, I begin by stating goals and objectives. That way, it’s always clear that the details to follow flow from the goals, and we can be assured that everything we do—including social media—is done in context to achieve the stated objectives.
When it comes to social media, we need to be in it to win it. I don’t mean that in a ‘high-fiving,’ competition-crushing kind of way. I just mean you’ve got to know why in the world it’s worth it. Of course the “win” for your business may be something very different from the “win” for mine. The main point is that we’ve all got to know when the scoreboard is reading in our favor, lest social media become just another pastime.