Zeus of Marketing

How to Maintain Social Media Investment Focus in Times of Hype : Simply Listen

July 28th, 2011

Don't let hype do this to you - Follow your customer - Not the hype

Let’s go back to basics. There’s been way too much “ink” wasted in relating the pros and cons of Google + over the past month. I am as guilty as the next by dedicating my last blog post to the benefits, or lack thereof, of Google’s newest venture. What worries me the most is how fast agencies and consultants are offering new services promising to develop the right strategy for  developing your Google +  strategy and presence, sending social media managers everywhere in a frantic search on how to reallocate their current budgets to include yet one more service.

In reality, if you have already developed a sound social media strategy, you already know exactly how to move forward without disrupting your current efforts. Below, I have copied my recommended five steps (always iterative) for a sound social media strategy including the links to my posts focusing in that specific step as a reminder of what I mean:

  1. Listen:
    Two Ears, One Mouth, Truism for the Ages – The Social Media Age that is.
    January 25, 2011
  2. Monitor:
    So You Are Listening, Now What???
  3. Analyze
    “The Unexamined Life is Not Worth Living”
  4. Engage
    “Past Dreams are Enabled by the Present to Ensure the Future”
  5. Measure
    “Traffic is Just the Means to an End”

If you have followed these steps, or any variation, you have nothing to fear. Particularly because:

  • You already know what your customers are talking about and how to engage them (even understand any potential ZMOT strategy).
  • You already know where your customers can be reached
  • You can easily identify any shift to new services and understand if you need to follow them

If your customers, particularly your identified influentials or evangelists, are migrating in hordes to a new service such as Google + , by all means FOLLOW THEM.  If not, do not succumb to the hype – you know better. At the end, no matter how influential you think Google is in search and worry from a potential backlash from not having a Google + page, reality has shown that content and relationship trumps SEO. I was further convinced of this by Roger McNamee’s (facebook investor) latest presentation where he states:

Google is a victim of its own success: its search has become polluted by SEOs. What shows that Google has failed is all those “non-search” services that really solve a search problem, like Match.com or Realtor.com. If you add them all up, they account for 50% of searches.”

As always, I invite you to draw your own conclusions and provide feedback/comments to my assertions. I hope that you learn as much from my posts as I do from your comments. Do not go crazy reallocating you budgets. remain true to your initial objectives – your ROI will thank you.

Stay tuned for my next blog.  In the meantime, please share your thoughts below; I appreciate each and every one of your insightful comments, and I promise to pay extra attention to any opposing point of view. You can also contact me via email: zeus@jrgrana.com, Twitter: @zeusofmarketing and Facebook: Zeus of Marketing. You can also find additional contact information via LinkedIn: http://www.linkedin.com/in/jrgrana






Entry Filed under: Social Media


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