Focus on your audience and center your activity around theirs—cheer them on, help them out, raise them up—connect what they’re doing online with what you want to achieve.
Whether you’re looking for customers or career opportunities you know you’ve got to be and be seen online. The question is: Where and how should you be seen so you get the right people to notice you? And, to make things even more complicated, should you figure out the answer to the question, tomorrow everything could change. That’s what social media has done not just to online marketing but marketing in general.
So, how do you make the right decisions for your business or career to invest your resources wisely? Here are a few rules of thumb for maximizing your social media ROI:
Focus on your audience and center your activity around theirs—cheer them on, help them out, raise them up—connect what they’re doing online with what you want to achieve and you may just have a blue ribbon recipe for social media marketing success.
If you happen to be causing me problems and ignoring them at the same time, I really couldn't care less how bright a future you envision for me because today you are the source of a huge amount of my pain.
Recently, it seems I’ve entered into my own little corner of commuting hell, which is a neat trick when you work from a home office as I do. But I’ve been making a lot of trips to the outer boroughs lately; pretty much every weekend (and on occasional weekday evenings too). I’ve been traveling to Brooklyn because that’s where the new baby in our family resides, or to Queens, because that’s where my mom and dad live—proud, newly-minted grandparents.
Now any true New Yorker is prepared for the every day deprivations of our public transportation system, they’re numerous and not worth mentioning here. But, I've been thinking a lot about the MTA lately, partly because I've had a lot of time during my commutes to think and partly because the MTA has been working hard to draw riders’ attention to all the great achievements they’ve been making to our transit system, or, at any rate, that they are in the process of making. Whether on buses or in subway cars or stations, it’s hard to miss the signs touting the future that’s only just down the line, maybe four or five years away: The second avenue subway, the extended 7 line, the redesigned Fulton Street terminal, just to name a few.
It all sounds great. It all looks great from those artists’ renderings. Yes, I think, sign me up for that subway experience, because the one I’m having in the present day--
But has spending whatever amount of money the MTA has trying to convince all of us severely inconvenienced by the myriad disruptions to service that the future is worth it, in fact, been worth it? Or would that money be better spent trying to lessen the impact of those very same service disruptions and confusion by, say:
So here’s the bottom line for me: if I’m your customer, all the promises in the world of the great things to come—unbelievable products; innovative services; beautiful, state-of-the-art facilities; fantastic savings; discounts; freebies; etc.—aren’t going to make me love you any more than I do if you’re not already treating me like you actually care about me and value my business.
But, and this is a BIG BUT, all those promises could certainly make me love you a whole lot less if you’re so focused on what you’re going to deliver to me tomorrow that you ignore the needs and problems I have today. And if you happen to be causing me problems and ignoring them at the same time, I really couldn't care less how bright a future you envision for me, because today you are the source of a huge amount of my pain.
Good will, even to a monopoly like the MTA, is still a valuable commodity requiring careful cultivation. And, in my book, the transit authority's current strategy leaves way too much to be desired to be truly effective.
Have you been riding the subway lately and seen the MTA’s campaign? What do you think: Is it building good will by refocusing attention on all the great improvements to come, or, by contrast, highlighting what isn’t working for the MTA now?