I usually find people that say social media isn’t working put very little effort into it. There’s plenty of survey data that shows businesses get frustrated with the results and quit easily.
We don’t have any expectation of closing deals at a physical networking event. We recognize that networking in the real world requires relationship building that occurs over time. Why then, is social media held to a higher standard?
I read somewhere recently a workplace story about employees and flexible hours. Though I cannot find the link, there was a quote that went something like this:
Flexible work hours is like banking, you’ve got to make some deposits before you have an expectation of withdrawing on credit. In other words, demonstrate your commitment to the organization before making requests for additional benefits.
This struck as applicable in so many other areas from business relationships to social media.
Social media isn’t a panacea; it can be effective, but it takes a dedication and time. You get out of social media marketing what you put into it.
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Photo credit: Flickr, Yoel Ben-Avraham, social-media-tree (CC BY 2.0)