Sally and Johnny skip home from school, pigtails bouncing and bubblegum popping. “Hi Mom! What’s for dinner?”
Mom quickly upends her wine glass in to the sink. “Uh, huh, wha? Dinner? I don’t know too much about dinner! I’ve heard about it but I’ve never done it before. Is that something we as a family should be doing?”
“Sheesh! Heck yeah mom! Where have you been? EVERYBODY eats dinner!”
Mom whips opens the fridge. “Hmm. Here’s an egg, an apple, ketchup, mayonnaise and some peanut butter. Oh and here’s some green beans, those are good for you! And let’s add this hot dog.”
Sally shouts, “Mom, I found some curry paste, olive oil, a can of refried beans and pancake mix.”
“Ooh, that’s good Sally. Olive oil is healthy and refried beans are delicious! Johnny put all this in the pot and turn it on.”
Johnny knows he has to contribute something too. “You know, we HAVE to have some protein. I’ve heard that everyone has to have that. Let’s throw in this can of tuna and these brownies too. I love brownies!”
Once the pot begins to simmer and the meal is ready, Sally, Johnny and Mom and Dad sit down to eat.
After a few bites, Sally and Johnny turn up their noses. “Yuck! This stuff is gross!”
“I don’t get it,” Mom says. “We used everything we could possibly find and it was all good stuff. Forget it! This dinner idea just doesn’t work! YOU KIDS WERE WRONG!”
Sally and Johnny slink off to their bedrooms, Mom refills her wine glass and settles down in front of the boob tube. And the family never talks about, much less EATS, dinner again.
Pretty silly huh? And yet, it’s EXACTLY the approach I’ve seen people take to social media.
Jumping on to the social media bandwagon because EVERYBODY is doing it.
Grabbing any and every social media platform . . .
Twitter, LinkedIn, Facebook, Tumbler, Blogs, YouTube, Google Plus, Flickr, Posterus, Yelp, FriendFeed, StumbleUpon, RSS Feed, Delicious, Technorati, Reddit, Digg, Google Buzz
. . . without any thought as to whether those media are appropriate for their social media goals.
And most importantly, not knowing what their goals are to begin with.
So what did this family really need? Before they opened the pantry or pulled out a pot, they first needed a recipe. Not a recipe for breakfast or dessert. A recipe for DINNER. And they needed to follow that recipe line by line, taking the time to implement each step as written.
And what do businesses need when it comes to social media? First and foremost, before opening a single social media account, they too need a recipe – also known as a strategy.
So, here’s what you need to do to build your own social media “recipe”.
Ask yourself and your marketing team these key questions before “cooking dinner”:
What do we want to end up with – breakfast lunch or dinner?
– What do we want to accomplish with social media?
– What measurable goals do we want to reach?
– Where do we want to be in 3 months, 6 months, 1 year?
What ingredients will we use?
– What social media platforms are right for us and why?
– Will these social media platforms help us reach our goals stated above?
– How many of them do we need?
– Are the people we want to reach using those same social media platforms?
– Which social media platforms reflect our brand and our culture the best?
How will we prepare and cook those ingredients?
– What type of content will we post?
– What voice or perspective will we take?
– How will we create a two-way dialogue with our audience?
If you’re having trouble figuring out your own social media strategy, which social media platforms to implement, or how to use those various platforms, contact us at Ruby Marketing Systems. We can help walk you through a step-by-step process for building your own successful Social Media Recipe.