Chasing after every new social media tool that comes along is a lot like how a dog reacts to something enticing that catches its eye. He’s just GOTTA have it. Right N-O-W. Barking, tail wagging furiously, Fido takes off after whatever-it-is like the proverbial bat outta hell. And with no thought to why he wants it or what might happen if he actually caught the dang varmint. Must. Chase. Squirrel. Now.
Why social media (or any shiny marketing object) ain’t like a squirrel.
Chasing the latest trendy social media/marketing gizmo requires zero planning. It catches your eye so you just run after it at full speed. ’Fess up: how many times have you done it? Companies are making Facebook pages…but, oh wait! Twitter is loaded with squirrel action now that they’re offering promoted tweets…hey, looky over there! Hey, Pinterest lets you gather all your nuts in one place…so the hunting there should be even better! There will always be a new squirrel to distract you. Don’t chase it.
Slow down, Fido. Think before pursuing social media for your business.
As discussed in another TFG post, what drives any smart (not to mention successful) company is their focus on the entire process instead of individual events. Sure, chasing after that new “gotta have it” social media/marketing squirrel can be a huge adrenaline rush. You’re living in the moment, acting on a hunch and pursuing the hunt – at full speed – with the other cool dogs.
The trouble is that actual dogs don’t plan before they chase a squirrel. They see it run by, feel the urge to go after its movement and just take off. That’s pure instinct. Now I’m not saying that dogs aren’t smart (I’m a doggy daddy of four myself). But many dogs also eat their own poop, so let’s agree that instinct isn’t always a good thing.
Focus on long-term business goals, not of-the-moment distractions.
When utilized wisely, social media can be a very useful tool to help spread the word about your company. But social media should never EVER replace a rock-solid business plan, long-range marketing strategy or carefully thought-out brand development.
We’ve all heard the proverb: “The hunter who chases two rabbits catches neither.” And when you’re talking marketing, remember my version: “The business who chases every new social media squirrel must be nuts.”
