With all due respect to Jay Baer, who is among the leading thinkers about social media, a post he wrote about “The Five Step Process for Social Media Success” is another example how many of us are guilty of making social media look easy.
In fairness to Jay, there are things that companies do need to embrace to give themselves a better chance of social media success. At the same time, social media success is as much art as science. There are no sure-fire or easy ways to be successful or even quasi-successful. Instead, companies have to execute strategically and tactically – the same approach they take to other parts of the business.
The blog posts and articles offering the secrets to social media success are part of a well-oiled marketing machine hoping to take advantage of new, emerging and potentially large market. Everyone is working hard to grab a piece of the pie so marketing their experience and expertise is part of how the game is being played these days.
For companies, however, there are no short-cuts to social media success – keeping in mind that success can be defined in many ways. Instead, companies need to focus on making sure they put the pieces in place to prevent themselves from failing.
It means creating strategic plans that take into account how social media fits in the bigger corporate picture, what companies want to get from social media, how they will define and measure success, who is going to make social media happen on a day-to-day bais, and the competitive landscape.
Then, it is a matter of having the right people to execute as well as possible.
Even then, social media can not be a success for a variety of reasons – anything from the inability to use tactical best practices to content that fails to engage or inspire.
The bottom line is there’s no easy route to social media success, or a recipe that can be followed to make it hard. All you can do is plan properly, execute as well as you can, and make adjustments along the way.