And they get away with this B.S.
We have to remember that social media are communication channels; and, yes, their power, their ability to engage and cause immediate action indeed can be daunting. But they are still just channels and they are not the only channels you can use to reach, engage and cause your target audiences to respond.
In fact, if you use social media incorrectly it will become that other kind of nitroglycerin: It can blow up in your face, quite literally.
Social media done correctly is as challenging and daunting today as Search Engine Optimization or SEO: Forever changing, requiring constant adjustments and what worked yesterday is no longer valid today.
Step one: Only commit to what you are able to do well, even if it is only a single social media channel and stay committed.
Step two: Know the social media channel well before you make the commitment and keep tabs on how it is changing.
Look no farther than Facebook to understand the importance of Step two.
There is nearly universal frustration with Facebook these days. I am frustrated by the fact I have to go to my wife’s timeline to see most of her posts because Facebook’s algorithm doesn’t think I’m interested. It’s makes zero sense.
And it’s not just me. Continue reading