Fashionably Late vs. Not Showing Up for the Social Media Party

Social media marketing is like a party.  There’s just not getting around it.  Like any party, there are certain types of people you can count on finding in the crowd.  You know what I’m talking about: the guy or girl who can’t help but talk about everything they’re doing or have accomplished, the one guy who just sits in the corner (why does that guy go to parties?), then there’s the super hyper dude or chick that talks so fast that you can’t even digest what’s being said let alone comprehend what the heck they’re talking bout.  There are some other usual suspects as well, but you probably get the point by now.

So how is social media marketing like a party?  Well, first of all you have “The Planners”.  The Planners are the innovators of social media marketing.  They saw the potential social media had to offer, embraced it and set the stage or party for our purposes.  If it wasn’t for The Planners, the rest of us might have had to overcome even more barriers when it was time for us to pitch the idea of using social media to connect with our members to the front office suite.

Now let’s talk about the unique group of characters you usually run into at the party.

The self-absorbed partygoer:  Nobody likes this dude as much as he likes himself.  The same goes for brands that only want to talk about how awesome they are with every Facebook update or tweet.  We get it, you really like yourself and you’re either really successful or you’re not and you want us to believe that you are.  Either way, no one approaches this type of person at the party.  It’s usually the exact opposite.  This person hounds you down until you strongly consider getting a restraining order (or clicking the unlike or unfollow buttons)

The Wallflower: Being shy is not a character flaw, but it will do you no good when it comes to social media marketing.  We all know about this person.  They lean against the wall continually looking the room over with their sad eyes just waiting for someone to approach them and talk.  Thing is, when someone does approach, they don’t know what to say because it’s such a rare occurrence.  In case you’re wondering, this character is the Facebook Fan Page or Twitter account that sits dormant.  Again, why even come to the party?

Hyper McHypster: How annoying is this guy?  He is so amped up he makes you nervous just by his proximity.  You don’t know what is going to come out of his mouth next, but you do know that it will most likely make no sense.  This guy has no self-filter and is just putting information out there.  It usually doesn’t take too long before you find an excuse like, I need to get a refill or I have to use the restroom to escape.  This guy is the brand that makes 5 Facebook posts every hour and blows up your newsfeed with insignificant information.  They also like to tweet their every move (i.e. I am now typing that I am typing).

So that’s three of the many characters you’re sure to find at the social media party, but what about how they got there?  Obviously, no one wants their social media presence to be like one of the aforementioned characters, but do you truly know what you want your presence to be?  Furthermore, are you at the party, on your way or going to pass?

Truth is, this party we’re talking about is like New Years Eve 1999 (without all the Y2K hoopla.)  Marketers far and wide are just now figuring out how to harness the power of social media and the communication channel is only going to get better with the constant changes and refinements that are made on a monthly and sometimes weekly basis.

Right now, if you’re considering launching a social media campaign you’d be considered fashionably late.  Remember, fashionably late was the cool thing to be in high school.  It’s not entirely bad now, but you’ve got a lot of catching up to do.  What you DON’T want to be is the person that doesn’t show up for the party and hears about

all the fun everyone else had the following day.  Starting a social media campaign and going to a party are very similar.  You’ve got to put yourself (your brand) out there if you want to reap the rewards.  What reservations do you have about making your brand more social?

Without wax,