And we hear a lot of talk in the blogosphere about engagement.
Social media engagement.
But this virtual party can suck you in, drain precious hours and keep you from focusing on the customers that drive your business …
His post was shared far and wide, generated hundreds of comments and created quite a stir in our social media utopia, but as he himself described, the 700 plus comments became a full-time job … for weeks.
Hey, Mark … I feel ya.
Really. This kind of online engagement will suck hours and pull you from your business, thus having the potential to kill your bottom line.
And while Mark (or anyone else) could “engineer” their site to generate a ton of comments … how is that really going to help?
Just be careful what you’re shooting for, because hundreds of comments might lead to you losing hundreds of hours of precious time.
Here’s what might help …
1. Stop Trying to Be the Next Social Media Sensation, Start Building Your Brand.
Okay, I’ll be honest … I’m still in love with comments, enjoy social shares, and the friendly worlds of Twitter and Facebook. But at one point I loved all this too much.
Social media cranks up the reward centers of your brain and that dopamine rush can easily become a crack-like addiction.
The result? You’re in a blogging haze and have a daily social media hangover with nothing … zero … nada … nuuuuhh-thing to show for it.
So, if you are on social and have no strategy, turn off the channels, because there are about 1,001 things I can think of that I’d rather spend my time doing.
When you turn off those channels, focus on your brand and build a solid content strategy around it.
Start here and learn how to build a brand.
Focus on your foundational content and story, then hit the social channels and turn them into supporting elements, making them work for you. Social media engagement without a plan must be avoided.
2. Social Media is a Marathon, So Master Slow, Incremental Progress.
Here’s something that hasn’t changed: Great relationships take time to develop.
I think many fine folks jump into blogging and quickly become enamored with so many meaningless metrics.
And soon start “screaming” for someone to puh-leeze recognize them.
This petulant child routine can work … IF you’re a gifted communicator, put in the hours, have great media connections, and know how to manipulate the system … otherwise you better get busy on plan B.
Plan B involves a new mindset less focused on screaming for attention, and more dialed into teaching AND connecting with the right people … potential customers and influencers inline with what you’re preaching.
Basically the right kind of engagement plan.
One that is purposeful, not scattershot.
More valuable and honest, less engineered.
According to Joe Pulizzi, “Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism.”
And this brand evangelism is something to shoot for.
Building brand awareness; getting people to like, know and trust you; turning readers into customers; retaining those customers; building up a base of subscribers … this all takes time and if you’re running around engaging with everyone under the sun … well, you’ll have no time for the above, and your business will suffer.
’nuff said, right?
3. Think Like a Creative Business Owner, Not a Starved-for-Attention Blogger.
Listen, when I first started blogging I was focusing on all those meaningless metrics I told you about.
I also bought into the six- or seven-figure blogging folklore and the myth of overnight success.
This is an online disease most tail-wagging beginners are so susceptible to, because they see those “skyrocketing” success stories.
They can’t resist the candy … I sure couldn’t.
They also think the formula (making millions with toes in the sand) is there for the taking.
And a focus on engagement, and little else, is part of the disease.
To date, Chris Ducker wrote what I consider the best post on this very topic: Think like a business owner first, a blogger second (you’ll make more money!)
Cheers to that.