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I’m not really anti-social, just anti-time wasting. I hate it. I hate when my clients do it. My clients hate when 
they do it because they know that I’m hating they’re doing it and they’re going to hear about it at some point.
But I found the trick to making it work. Tell you about it in a minute.
When clients invariably ask about “social media networks” “MySpace” and “Web 2.0,” I have a boilerplate response when the questions come up, so I thought I’d share it with those of you who are still wondering about it.
It’s not the final, expert opinion, just the perspective of a pro whose every bit of collateral MUST produce a measurable result.
So what’s the ROI of the social media networks? Depends. Depends on several things and these several things most don’t take into account. Here they are:
It you’re going to participate in a social networking environment, you’re going to have to socialize. Yep. And it order to do that successfully, you’re going to have to make time to do that. You’ll need to make time to interact, and my definition of interacting is not just blasting them with your sales message over and over.
It’s just like being at a dinner party. Same rules, but minus the fork confusion. Remember the axiom about “To be interesting, be interested“? Same here. You don’t talk about yourself but instead explore and interact with other people. You have to do a lot of participating, and not only is that time-consuming, it can be a colossal waste of time if you’re not careful and by “careful” I mean choosy.
You have to be strategically choosy about which social network to participate in to get the maximum return on investment (ROI) of your time (ROI Copywriting, you didn’t think the name was an accident, did you?). Here’s my criteria and strategy:
- First, allow these networks to tag your site/blog. If you don’t know how, then Google it.
- How active is it? Lot’s of members? Does the majority participate? Passionately so?
- How influential are the participants to your market?
- How focused is the network on your business/solution/niche market?
* = It’s a riff off what Dan Rather’s attacker said during his 1986 assault.
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By Walter |
Topics: Client Top Secret, From The Trenches, Pro Analysis |
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Comments
they do it because they know that I’m hating they’re doing it and they’re going to hear about it at some point.
May 31st, 2007 at 8:57 am
Walter,
This has completely made me rethink how I go about networking online. There are so many sites and so little time… It’s an ROI decision, like everything else!!! Duh on my part, brilliant on yours.