- Posted on September 8, 2010
- by John Scranton
Or is it a great use of your time? As salespeople and marketers, this is the challenge we currently face. The prevalence and relevance of social media is increasing every day, and building momentum as it moves forward. Like the cartoon snowball rolling downhill, its coming faster and faster and growing exponentially as it progresses.
An experienced and successful social media expert once told me that a good rule of thumb is to invest 1 hour per day in each social media or social networking venue that you would like to cultivate as an effective marketing channel. After I finished laughing, I responded that since I only wanted to focus on LinkedIn, Facebook and my Blog – this would add a mere 15 hours to my work week. No problem if I was looking to sacrifice my weekends for the foreseeable future.
In truth, I spend far less that 15 hours per week on social media / social networking sites. But the time investment I do make – approximately 4-6 hours per week – has worked. Social media marketing has firmly become the 3rd leg of our marketing stool. So how am I able to meet prospects and win business in less time than the aformentioned marketing expert? I would like to say it is becuase I am smarter and more effective, but the answer is that the time needed to successfully use social media is different for everyone.
It depends on your industry, your posistion, your product/solution – and most importanly the goal that you are trying to achieve. My goal is to meet in-profile prospects using LinkedIn, share my ideas and expertise in this Blog, and to interact with friends and family on Facebook. This takes much more time to execute well than it takes a B2B exec who sells a high dollar enterprise solution to meet a few prospects, and it takes much less time than it takes Adidas or Nike to spin the social media web surrounding a new shoe.
My suggestion for each of you is to experiment. The number of social media sites is becoming infinite. Choose 1 or 2 and make a splash. Measure the results and refine your process. If it helps you move toward your goal, increase your time investment. If not, move on to one of the many, many alternatives. Also seek guidance from your competitors. If the industry thought leader you would like to be is all over Twitter and has a great Blog, maybe you should try to do the same. If they are nowhere, maybe you break ground first and stake your claim.
My personal philosophy is that if you open and honest, provide some level of value and expertise, and remain dilligent in your efforts – people will see you are genuine and hopefully learn that you are someone they should be doing business with.
Posted in: B2B Marketing, Insurance Agency Marketing Plan, Social Media