Investing in Social Media

Social media, like anything other marketing tactic involves an investment. When considering using social media in your integrated marketing mix consider the following questions.

Do I have the time?
Social media is most effective when it’s consistently updated with fresh content. The social realm is constantly evolving and in order to keep your pulse on what’s going on you need to be immersed in it daily. They are limited windows of opportunity to connect with your audience and provide valuable info at the precise moment they are looking for it, but this cannot be accomplished if you aren’t present on a regular basis.

Think of it like your footprint at the beach. You make a distinct impression when you’re there, but as soon as you leave the waves wash it away and you are replaced with other footprints. Expect to spend a minimum of 10-20 hours per month for a healthy, engaging campaign.

Do I have the money?
Social media, while extremely cost effective,  is not free. The hours you and your employees spend on social media have a price tag.  If you need help deploying a social media strategy,  consider the cost of hiring a social media consultant or a Web agency. Costs will range depending on the expertise level of the team you’re working with and the magnitude of the social campaign you are looking at.

Am I willing to share social capital?
Conversation, sharing, providing valuable information, and building authentic relationships are all a part of making the most of social media. You have to be willing to take off your marketing hat and put on your social hat to build meaningful relationships.

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