To the novice, it is overwhelming. Everyone from political pundits to 15-minute celebrities to big and small business, are all jockeying for a place at the table of our attention. They fill social media platforms with directionless chatter and confuse social media activity with productivity. It's no wonder so many are so ineffective. So, how can you make your message heard and is it even worth the effort?
Yes, it is worth the effort if your message or product are worth the effort. Sounds simple, right? It isn't. Many ingenious ideas and products have failed because their marketing plan was ill-conceived and/or their strategy was badly executed. Does social media marketing solve this problem? Sadly, no. There are many poorly executed social media strategies happening every day on the social web. I call their efforts, "Background Noise." Pointless, directionless, chatter that distracts and does nothing to grow their brand. So, how can you make your message heard?
Simplicity and consistency are a great place to start. Who are you? What makes you different? Why should someone choose your product or service above someone else's?
Who is your customer or fan? What makes them tick? What are their interests? Can you engage in their interests to drive your message? Can you do that every day and remain interesting? That's what it takes. Boiling it all down and driving it forward every day. Small, but important steps.
Below is an example of the beauty of simplicity in this oft-repeated story of Ernest Hemingway. Someone once bet him that he would not be able to write a short story containing only six words and still make a reader cry. Below is what he wrote.
What was it about Hemingway's story that made it so compelling? It was simple and consistent with the interests of the reader.
This is what the right social media marketing message and strategy is. It is simple, direct, and comes from knowing the interests of your customer. If you are willing to engage in their interests, you can use those interests to drive your message.