This perception has been propagated by how some companies such as Naked Pizza, Starbucks, Dell and Comcast have been hailed for how well they have done using social media as a marketing and sales tool.
While these successes are important to social media’s evolution and growth, they are anomalies rather than common occurrences. In many ways, these companies have been lucky to hit the social media jackpot.
For the vast majority of companies using social media, a key consideration is social media success is a game of inches rather than miles. It’s a process that can take months of diligent and constant effort.
At times, it can seem that little progress is being made but part of establishing a strong and sustainable social presence is recognizing that social media success is a “slowly but surely” exercise.
This reality, however, is difficult for many people to understand because we live in a world of instant gratification and multi-tasking. As a result, we want things to quickly happen as opposed to having to consistently focus at the task at hand.
For anyone and any company unable to appreciate and accept that social media success rarely happens overnight, they risk being disappointed and discouraged.
In many respects, think of social media in the context of the Tortoise vs. the Hare fable in which the hare races ahead only to see the steadily moving tortoise end up winning at the end of the day.
While it’s not sexy to be tortoise, there’s a lot to be learned from a slow but steady approach to social media.