Social Media: It Ain't No Shot-Gun Wedding

 (Note: Italicized sentences = personal thoughts)

There are plenty of good analogies to describe the process of how a business can utilize social media. The first analogy that came to mind was how its slow development is like "nurturing a baby". And honestly, that came to mind first because I REALLY wanted to include a funny picture of a baby in this post.

(Ok now that I got that out of the way...) But after much thought, I finally determined that the best way to describe it is in romantic terms. Which, if you ever read my blog, I've actually compared blogging, another social element, to romance in a previous post. I'm just a hopeless romantic I guess.... :)


So why do I keep coming back to this absurd analogy? Well, because that pretty much describes social media's essence in a nut shell (IMO).

Here's the breakdown:
                                                                                                                             
1. Ain't No Shot-Gun Wedding
Relationships take time to grow and develop (unless you're the type prone to a shot-gun wedding and in that case this doesn't pertain to you). In the beginning of a new romance, a typical person's level of comfort is not automatic. Time is needed for that significant other to open up, share their feelings, and to let you in to who they truly are. Quite similarly, creating your online community is the same way. That's why interaction and fan growth is generally slow to start.

First, you need to understand that your audience must grow accustomed to you, get to know you and really dig into what you are all about. Only then will they graciously give you their partial attention (because we all know that the chances of having their complete, full attention is as much as me saying no to that 4th slice of hot, cheesy and oh-so delicious pizza) and determine whether your messages actually strike their fancy or not.


2. Don't Be an Open Book
You DON'T want to give everything away. Remember that fun thing called the "Dating Game" that we all "claim" to hate to play but yet still do anyways because it's a basic need of survival (ummm hello? mating calls/dances anyone?)? Well, the same rules apply (only in a slightly different context). You don't want to give away too much about yourself right away because then people have nothing to come back to - they already know everything about you (or your brand). Keep them on their toes and allow them to be mystified as to what exciting news, questions, or updates your going to post next. Allow the relationship between you and your fans to evolve with time. It's that process of evolving and revealing that is so exciting to the user.

3. Duuude, don't smother me.
This rule is a biggie. Don't lie, you know you are guilty of this. You get excited because things are so fresh and new that you want to be around that person all of the time. Unfortunately, just like your annoyed partner who is desperately seeking some space or avoiding your phone calls, the same goes for your fans and followers. You have to find that healthy balance of being there enough but not too much to where your posts are clogging up everyone's "news feed". The last thing you want to do is come off as desperate (or as the psycho-girlfriend who calls and texts every 5 minutes...noooo thank you!). In a relationship, this will put you on the fast track to Splitsville, USA. In the cyber world, you get the dreaded push of the "unlike" button (*gasp*).

Generally, my school of thought is this: you put in what you get out. Your posts should be relative to the amount of interaction you get in return. But the hard part is finding what it is that is going to generate interaction.


4. Many Fish in the Sea
Just because things didn't quite work out this time around - don't give up on love. There are many potential mates out there, you just have to be open and willing and eventually you'll find the right one. Social media is the same way. Just because you aren't seeing the fan growth or interaction you want right away don't feel disheartened. As I said, it takes time for users to become comfortable with a brand. If you put yourself out there, create interesting and relevant content, and start to build relationships with users, sooner or later you'll find the engagers you are looking for. Only then will you start to see the interaction and growth that you want.

The key point to take away is that building your online social hub and brand evangelists doesn't just happen overnight, especially if you are a local business. You MUST give it time, stay consistent, and continually measure performance against goals and objectives (you do have those, right?). Alot of it is trial and error. You've got to find out what's working, what's not and then make adjustments accordingly. Once you've gotten that down, you can then start to see those $$dolla dolla billz ya'll$$.. that $$cha-ching$$... that $$cash-flow$$....you'll $$ make it rain$$! Ya know what I mean?

What are your own tips or observations with building your online social communities?