Just as Difficult as it Seems

At Digital Marketing World, in the Anatomy of a Strong Corporate Blog session, Christi Day, Public Relations Coordinator and Spokesperson from Southwest Airlines, hit upon similar themes, when she mentioned that blogging is not a nine to five job, and you have to have the resources available in the first place, as well as committed staff, who are prepared to make and excited about making this kind of intense investment in building long-term relationships.

New to blogging, I've made what feels like a full-time commitment, just launching my new blog this month, with about seventeen posts.
I'm also completing @problogger's 31 Days to Build a Better Blog, and in between writing posts, reading and starting to comment on other posts, promoting my blog, and keeping up with my tweets, I am more and more aware of just how much work social media involves.

I can see why you say, though social media is not rocket science, "...It does take a ton of time...and the only way it’ll work is to have someone within a company take ownership of the platforms and act as both an advocate for the audience as well as the company."

Social media is not something that organizations can do half-way. I think if you undertake social media, you need to make the full investment and really build relationships right & for the long-term. A superficial or half-hearted attempt at social media would be more detrimental to a company (that is, more insulting to customers’ expectations) than no online presence at all.

If you’re going to do it, do it right, and that's going to require a dedicated resource, with as you suggest, a lot more than a few extra bullets, tacked onto someone’s existing position responsibilities.

The many tweeters this month, including myself, who are falling behind @problogger's challenge: "31 Days to Build a Better Blog" (an excellent, excellent intro to blogging, by the way) can now attest to this post's title "Just as Difficult as it Seems,” though in a follow-up post, we can say, “Still Worth It.”

LEADSExplorer points out that the more companies use social media to sell, the less effective the medium will be.

I totally agree, if the companies are using social media just to sell. If companies use social media to actually build a relationship with their customers, to care enough to say happy birthday to people or recommend a good book or suggest a solution, then people will respond well. I think media companies have an especially good opportunity to use social media to really connect with readers and users and point them in the direction of content that suits their interests and needs. If my local bar / hospital / post office can do the same, I'll follow.

It does take a ton of time, though, and the only way it'll work is to have someone with a company take ownership of the platforms and act as both an advocate for the audience as well as the company.

Good post Chris. Participating in social media does require a bit of work and can be time consuming, but that is the price that one must pay to play the game. If you don't want to pay that small price, you're better off not getting involved. Or get involved, but don't expect it to automatically pay off with no work.

I just disagree. I am reading a lot, I am a scientist. Sure, reading is work, but I decide which sources I want to read. From an 'information overload' and 'long tail' perspective I can not believe that reading less helps.

I do not care about a headache, but I do know that I have a limited reading capacity.

Maybe it's just me, but I like putting in the work. I enjoy seeing the fruits of my labor, and I treat my site like a child. If you nurture the child you have a good chance of it turning out alright. Leave it to others and you're at the mercy of those people.

Chris question for you, if you were starting again would you have one central blog like you do here, or more.. example my one for money save tips at common cents mom and a more personal one for raising an Aspie's child. or combine the two in one location. From one who is really just really getting into blogging, thanks!

Hollie

The more companies and people try to sell using Social Media the less effective it will be.
Just hoping Social Media isn't turning into advertising.
Then we could better start reading the classifieds.

Great post. Good advice. Yet there are a lot of ways to look at social media. There's the "me," which is all about using social media to build an individual brand, not unlike Chris Brogan, which will ideally benefit the company for whom that person works. There's the "we," which is the community a brand enables: think Harley Davidson Motor Company, or Twitter Moms, or any big group of Fans on Facebook, or even Times People or Nike Plus, both of which require less effort from the brands. Instead they are the "gift" of community offered up by a brand to those who can benefit from it. Then there is the "they," a more traditional way of looking at all of your prospects, users and community members from whom you might want to generate interest, participation and business." They are all a little bit different and require different levels of commitment and time. The "me" and the "they" are the most demanding, for sure. Especially if you want to do more than listen and engage. If your ultimate objective is to inspire people, build a following and ultimately mobilize them it takes a lot of time. Social media is not a program or a campaign. It's a commitment.
@edwardboches

I appreciate what you are articulating in your post Chris. The "Twitter/Facebook" phenomenon is yet another example of irrational exuberance. Every get rich quick canned spam/scam artist on the internet is offering a how-to-profit "course" or eBook. Social Media Marketing is the busiest buzz phrase in the digital space.
I worked with a client last month that wanted to "cash in on the gold rush" and can't type. They approach the keyboard with two index fingers?!
The next thing to consider should be, can you write? Can you write enough---often enough and skillfully enough that the two dimensional world of text based communication becomes three dimensional in the mind's eye of the the reader?
Heck do you have a working knowledge of the basic rules of written English?
I was recently solicited by email with a "Marketing Tips" newsletter. The goal of the newsletter was obviously designed to expose the company to potential new clients. The flippin` thing was written in CHAT! The author posed three questions in a row, something that had to be extrapolated because punctuation used did not include question marks. The newsletter amused me, as I subsequently wrote of the company, their services and products and unsubscribed to their email list. With comments.

Chris, thanks for the post. Social media is captivating and evolving, yet at the same time, time consuming to keep up with everything. Mass email and messages are easier; however, they are no hope to connecting with people on a true, personal level. To use social media to the fullest potential, one must be able to set aside and dedicate time and effort.

Chris,

I wholeheartedly agree!

If you want to produce anything of great value in life, you must devote an enormous amount of effort, energy, and passion toward it. The sum of those three parts equal WORK. It doesn't matter if you're talking about parenting, becoming an accomplished musician, or, regarding your topic, a professional blogger.

As Donald Kendall once said, "The only place where success comes before work is in the dictionary."

Doing the right thing is seldom, if ever, easy. It is not limited to taking on social media in your business. However the point remains as true as it always has been. Only people who take on the difficult stuff in life and persevere through it will attain real success!

So true, so true, Chris - I wonder if the phenomenon of social media is so huge as to change the fundamental ways we work and structure organizations. Which of course puts 'traditional' business in the nursing home. When every person and department in the organization is responsible for the brand, nothing can stay the same anymore.

I really am glad to see this post. I have clients who come to me wanting me to "make social media happen".There is the whole education process you have to guide them through first--if they are willing. I am surprised how often they have a Twitter account and a Facebook page but they also have " somebody in the office" whoever has time, do the posting. No plan, no objectives, no strategy. Most would not attack any other portion of their business in this manner. Social media takes time. It is just the nature of the beast. I think perhaps, because it is not hard or is not "rocket science" is what seduces people into the misconception that social media is not work. Thanks for the post!

There is a chorus of voices like to tell the world that social media is the way however few understand the work involved or the re-design of strategy, job descriptions, focus and even training to make it work.

Great post Chris.
Kevin

Amen to this. Embracing new tools and traveling on a new road requires a change in structure and a change in structure requires a change in mindset. And that requires buy-in from a lot of people to do things differently. Nothing easy about that. I am currently leading a task force for developing a social media strategy for my company, WRAL in Raleigh and I was ecstatic when I got buy-in from the big wigs on a mission statement that is so completely different than anything any TV station has ever actively embraced. You see, I feel as though a mission is at the core of everything. If you don't have one you are simply floating about and if you have no mission how do you know if your goals are the right ones? Yes, this is difficult. It takes time. But when you believe it's worth it, you put in the time. The rewards will come.
Angela Connor | @communitygirl

Chris - I do have a question:

How do you do "relationship management" in social media? Here's what I mean:

What you're saying here is that social media takes time and effort in order to create anything that has long-lasting value. You nurture and grow connections on Twitter and Facebook, build business relationships on LinkedIn, and discover great new friends through your blog.

From a tactical perspective, how are you recording the "data points" that span the arc of these relationships (vocations, websites, birthdays, children's names, hobbies, quirks)?

Thanks,

John

Hi Chris!
Excellent article and so true. While it is often fun and always interesting, pounding the "virtual" pavement is a lot of work. And even though social media and the internet have made the introductions easier it still take a real person doing real relationship building to make it work. Thanks for a great post!

Nothing worth doing is easy ... isn't that how the saying goes?

Social media is simple at the surface, but both complex and definitely time-consuming when you start to peel back the layers. I'm so tired of seeing posts and emails from social media "gurus" who claim they'll rocket you to social media fame and fortune in 7 easy steps. There's no silver bullet here, people. Each individual and brand needs to devise a customized plan for engagement in social venues. What works for one, may fail miserably for another. And ALL successful plans take time and elbow grease to execute well.

Although I agree with Yianni in comment #23 that - in a perfect world - the best folks to handle corporate social media are those who "are" the brand, I don't think that solution is always feasible. As a professional writer, I think that an outside party who is properly educated on the values and products of the company and brand can actually bring an important "outsider" view that benefits both the brand and its fans. In addition, she can provide a certain level of social media expertise that may not exist within the organization. Sometimes an in-house person can't see the forest for the trees, if you know what I mean.

As always - great post. Look forward each day to what you'll say next. Keep us on our toes, Chris!

Chris,

It would be great if we could just short-circuit the law of cause and effect, but we can't.

John
(Hi, Hildy!)

Just as it takes time to have friends who care about you. Thank you, Chris. This is perfect.
Hildy

It is amazing how many "experts" are out telling every chiropractor, dentist, plumber, photographer etc. how easy it is to "get new business from social media".

Usually those advancing this idea (that it is easy and does not take alot of time and effort) have an ebook or course for sale and have never actually used the web to promote anything other than there "how to" products.

“You’ll have fewer headaches if you ignore social media as part of your business communications strategy.”

Great thought-provoking post. Interestingly, I have found that at my nonprofit org I need to have a plan for using these tools for two primary reasons: 1) to legitimize (for management) the value of building online communities and meeting people where they are at; and 2) to underscore the need for not just a long-term view but a holistic approach to how we position ourselves in the community.

Without a plan, our org likely would do one of two things: 1) run full speed ahead, blogging, twittering and friending like maniacs without any thought to purpose or expected results; or 2) avoid engaging online at all because they have no idea how to start.

By articulating a plan, I am able to bring these all-important questions to the forefront and forge a path that people can follow. That goes a long way toward buy-in in our org.

At the same time, I think investing in a full out strategy/plan can become a hindrance if you're not careful. You end up spending SO much time planning and researching and thinking that you never DO anything.

But it raises this question for me: If your org's internal culture isn't adapted for this brave new world, will simply trying to participate in these media force that change org-wide?

Agree with you brother! Your hypnosis is working on me.

Chris,

AMEN, BROTHAH! I am so happy to see someone 'big' in the industry come out say that you can't just slap a profile up and watch 'em all line up to buy from you... that it takes time, persistence, and a bit of research to even figure out WHAT you want to do, say, project, etc.

I have time on my calendar weekly for blogging, twittering, and facebooking -- it's the only way I know how to manage SM as part of my business. Yes, it is part of my business. Yes, it's on the calendar for a reason -- because SM is so seductive that I can be sucked down a rabbit hole really easily (following links on twitter is my biggest time suck) so I need the little chimes from Outlook to keep me on task; or conversely, if it's NOT on my cal, I may forget to get there and update in the rush of getting up to speed with a new client, etc.

Thank you SO much for posting something that isn't all pollyanna-sunshine, but is also not negative. Keep tellin' it like it is, please!

Mary McD (@marymcd on twitter)

Chris I really like the way you are able to cut to the chase without offending. Thanks for the wisdom that has come from spending hours in the social media world that allows you the ability to provide the information that you are able to teach through your blog.

Thank you.

It's hard but not difficult. The tasks involved are not difficult, but it takes a lot of time and patience and networking to slowly try to build a brand and make connections. Something that doesn't happen over night even with an influx of PR. Whether for a company or for your own blog, it takes time.

Yea, I'm with Kris (comment #27). Love the photo :)

On to the point ... it does take work! lot's of it. I don't think you can put an accurate time frame on it. We've been at this for about 6-8 month now where i work and it's only just starting to gain momentum. we're not cruising or anything close to where we would like to be one day, but 8 months later we at least have some legs. the blog is up and running. we've got some people very actively using Twitter and other outposts. the desire to write content for the blog is growing and we're starting to get subscribers to our RSS.

http://twitter.com/franswaa

Incredible photo!

In a meeting, a photo like this alone, could spark the conversation for my clients, who are afraid of social media or who underestimate how strategic they need to be. With one photo they would have a visual of how precarious, balanced and spectacular social media could be for their organizations.

Ok I speak 90% from a personal perspective here when I say that the effort towers way over the difficulty.
The social media related content that I involve myself with in a semi-business manner is for the church. Here the intent and strategy goes beyond the personal benefits of stats and cool comments. Here the effort still towers of the difficulty but the benefits tower of the effort. Benefits as in making connections, discriminating information, encouraging stories, keeping people in the loop and keeping the message alive between Sundays.

Thanks Chris, and I completely agree here. My organization has recently started to put more effort into the social media realm. We realized that one of the main things you have to consider is an overall strategy. A few people discussing various topics of no particular consequence with no definitive message does not work as well as one complete voice. True, communication will vary, but an underlying strategy is vital to growing in this space.

The personal touch is so important to your success though, Chris. I don't think a lot of people have the necessary faculties to be able to truly commit themselves to the process like you have (I'm trying...we'll see how it goes).

Teaching has become more and more important as the barrier for entry into the space becomes lower and lower. We have some really cool opportunities to work with companies that may not have dreamed of entering SM 1-2 years ago. We have to guide them and show them the best way to prosper and benefit.

Social media does take a lot of work and you'll definitely do yourself disservice if you communicate it as a part-time tactic rather than a full-time strategy. Well put Brogan.

And in terms of getting your agency to do more, after working 3 years working in agencies I can honestly say that there is no better person to do social media than the brand itself, whether it be a major consumer brand, an artist, an academic or a non-profit. Social media is too transparent to have it done genuinely by someone other than you. Teaching the man how to fish has never been more relevant.

Chris, it is a lot of work to keep up with the listening, observing, participating and monitoring of the conversations in social networks. However, the more you put into your social media outreach and engagement, the more you will get out of it in terms of knowledge, learning, understanding your customers, stronger relationships, better awareness and the list goes on. What's that old saying, "No pain, no gain!" I think with any change in communications, workflow or business process, there are always complaints about keeping up. However, new tools and better procedures are being developed every day that will enable us to balance our time and work smarter toward a greater goal!

I work for a hotel in NYC and have just been hired within the past few months to initiate a social media campaign, which includes a new blog. I don't work for an agency, I am just a saavy young woman with the confidence to take this hotel into a new era. Since I have started, I am amazed that there are not as many companies in the hotel industry incorporating these iniatives as I thought there would be. Sure there are your brand hotels, but we are a privately owned hotel and for some reason, there is a lack of online presence by our fellow NYC hoteliers.

Anyway, this position was created as a part time gig about two months back and has now evolved into as absolute full time job. The response to our Twitter/Facebook Accounts has been awesome and next week, I will be launching our new blog TheNYKnow.com.

The funny thing about it is that when I took this job, it was proposed as an "easy" desk job with approx 10hrs a week invested in social media. Umm...NO! I work about 10 hours a day, 5 days a week. Being in the hospitality industry, just as any other, its all about commitment and service and THAT is how I take this campaign.

I would totally agree with your post social media is work and you have to work at it to get results. You can't just setup a profile and expect people to flock too it. You have to be active and participate by adding to the community.

I agree in one specific sense - that the hard work and dedication to these aspects of social media and business is necessary to avoid turning into the run of the mill business that's looked at as a shifty salesman. The lack of effort doesn't make you want to connect on a deeper level, build relationships, or even care to know who your consumers are. It makes you want to take shortcuts and find the quick fix, whether with social media or not, and try to hoard as many people together as possible in the quickest amount of time.

Ask yourself which side of the fence you want to be in.

Thank you! No one has time for everything they have to do but amazingly seem to have time for what they want to do. I had to move from the drama queen business model to the persistent labor model. It has made all the difference and, you know, I don't miss the drama.

It may be obvious to everyone else, but I am coming in to this social media, blogging game a little late. In the original post you suggest that small businesses use an "off brand" name and site for a blog. Why? If the goal is to market your business through your blog, wouldn't you want to have it be part of your business website so that it enhances the seo factor and so that it enhances your brand? Or, is it more important to establish your personal expertise?

Great discussion topic. Our clients generally want us to to do the work. They have neither the time nor the knowledge, and they don't want to spend the time to get the knowledge. This can work fine as long as there is solid communication between us and our clients. It makes no sense to create spokestweeters who have no understanding of a client's business, so we must spend the time to get to know the people, the products, the market and the mission. Our clients are willing to pay for that. They understand the power of social media marketing (at least what they hear about it) and are willing to give it a try. Are they skeptical? Sure. But the buzz is too strong to ignore. Our job is to do the socilaizing, content creation and promotion as if we were marketing our own company.

Even when a client KNOWS they need the value of social media in their toolbox, the learning curve can be long-ish.

It's funny, my initial sit-downs used to be so much different. I'd start off with a general overview of the tools best suited to a client's core objectives, and then I'd make the mistake of talking about their future options. By the time I concluded the meet and greet their heads were spinning.

What made perfect sense to me, having the benefit of experience, was frequently mind boggling to the client. Clients also have a proclivity to assign cost to EVERYTHING. Especially the creation of content, so while it's common for quick-sell artists to characterize social media tools as "free" or "low cost", the prudent social media guru recognizes the cost of the manpower, content creation, and outside expertise associated with all that listening, repackaging, and cross-linking.

The biggest 'problem' comes from business clients that think if they post a blog or the odd tweet, they'll get loads of business from it - straightaway.

Trying to explain that this is all very long tail and that they'll only get any real benefit if they invest the time and energy into it seems to get lost in translation so many times.

Whose to blame? Mis-information or to high an expectation? Has the social networking community managed to create a false impression (albeit unintentionally) that social marketing and networking is as easy as falling off a log?

I think many businesses will struggle or even give up on such networking attempts which is a shame but as has been suggested above, they will have to participate one day.

Reminds me of the days when businesses didn't think they needed a website.

Great post Chris (and some very good comments in return).
Jonathan.

I'd think a post like that, Chris, is one all levels of management in corporations -- big and small -- should read and have posted within eyes' view.

While definitely not easy, I see social media -- essentially social media marketing -- for companies as being simple. (A company won't "do" social media if it doesn't see a business-oriented result; therefore I added marketing.) It's simple and requires faith and confidence.

Simple as you don't need a rocket science degree. The principles are pretty straightforward.

Faith that your product or service does what you say it'll do. You don't have to "craft" a message. Sure, you have to focus on its benefits, head off or answer any questions about its downside, and even explain how it works. But you shouldn't have to create something when there's no substance behind it.

Confidence in yourself and your people that they can be the voice of your company (once they understand what the products do).

Social media marketing is about not focusing on your company -- but focusing on your customers, prospective customers and other key influences. It's not easy, but think it's simple. Maybe too simple?
-Mike

Once again, you are right on point. Anything worth while takes work and dedication. Social media is about interaction and relationships, both of which take time and effort, work and dedication. As Phillip points out, it also takes a bit of patience. As you so well illustrate, it's one of the hardest easy things you can do for your business.

Kia ora Chris

And welcome to Middle-earth. I recognise the venue used by the juggler as Manners Mall, Wellington. I take it from your Flickr updates that you are here for Easter.

Enjoy! Wellington is a wonderful city.

Catchya later

I think you hit the nail on the head there with "Take a long term view"
the nail is so big that so many people miss it.
it takes time, effort and strategy - there is no quick win and if there is then bully for them, but they are exceptions.
The biggest lesson I am learning (not learned) is that it takes a lot of patience.

Oh so true. This really rang true for me as I know of many people (and businesses) who think they just have to turn up and show themselves online and the cash register will ring. Wrong. Getting close to customers, understanding them and getting their attention is the same where ever you operate. There are no shortcuts, time and effort is required.

Chris;
Your point is cogent and well made, and should be obvious to people that engage in the space. Like any conversation, without meaningful participation, your contribution goes unnoticed.
Perhaps my favorite sentence in this post is "Reaching out and meeting new people and going to events that broaden your circle of potential connections takes time." Amazing that we would think that its any different doing that with or without our computer.
;-)

This comes back to two issues
1. The myths of Social media
2. The concept that social media strategies are "bolt on's"

1. The myths of social media.
Among others
a. Social media is free. Social media is not free. Some of the tools and external social networks used may not require a direct, upfront fee, or paid up membership, but this does not equate to free.
b. Pushing your brand online does not lead to a "pull" situation. Buy in and relationships are not formed from a few online mentions, links and replies.
c. Using social media tools is the domain of the marketing person. Without organizational buy in, support and alignment, any social media strategy is difficult to maintain and will struggle to gain momentum.

2. Social Media Strategies are bolt on's.
This relates to point c above. Running a two week print campaign in The New York Times may be a very good strategy for some organizations. Following this mentality for your social media strategy will not work. A social media strategy has to:
a. Take a long term view
b. Take into account the real time expectations of online savvy audiences
c. Be targeted
d. Be relevant
e. Align with all other marketing initiatives
f. Have metrics and analytics attached
g. Grow, change, adapt, change direction, learn, remain fresh
h. Have whole system buy in
i. Be centred around content that can travel, grow and have value added to it. http://alasdairmunn.com/?p=460
Listen to Chris, he has a point.

Just following social media is super time consuming. As a regular reader of your blog Chris it would be interesting to know how much time you spend on this blog and Tweeting per day.

"You’ll have fewer headaches if you ignore social media as part of your business communications strategy."

But for how long? This may be a good strategy right now but pretty soon all media will become social. Twitter is on the tongues of every major news organization and celebrity. Facebook adds millions of users at a clip. People that have been using social media for awhile are getting used to integrating it with their life. In fact, these same people are choosing companies who operate with social media over competitors based on response time and overall interactiveness with community.

I definitely agree with you that deploying a social media strategy is not something to be taken lightly and one should not just start modifying people's job descriptions to tack on social media tasks. The major question here is, if you're not making inroads to building social media into your company's operations how long will it be before your company goes the way of the dinosaur?

Social media is word of mouth and instant communications technologized. It is empowering people to do so much more with their lives in every single aspect. People have gotten used to communicating with a phone. If you were to tell someone that they couldn't use the phone anymore they would be blown away. Of course there are some people who will not use the phone ever but they're in the major minority.

The point here is that social media is the newest communications device. It's only a matter of time before your customers demand you communicate with them how they want to communicate. In my latest article, "Social Media is hype. social media is real." http://tr.im/SMhype I speak about this further. I'd appreciate any and all feedback on it of course.

Thanks for being a thought-leader in this arena Chris. I'm sure this discussion will be an interesting one in the comments. I'm looking forward to it.

I echo Sheamus- I too have a young family, but that I don't have the balls to leave my employment or paycut. The full time employment is very draining mentally and time-wise too; I have little time left for family let alone trying to grow my pet project / ventures.

This post is simple in appearence but complex in execution. Much like creating a thorough profile on LinkedIn, Facebook, Twitter, and more is a great starting point the real work comes in how each person works the sites to their capabilities. Online and face to face interactions can not be replaced, they are tried and true activies that require time, dedication, and committment. Those that understand and are willing to be in it for the long haul are the ones most likely to succeed in implementing a long lasting relationship building capaign.

Aint that the truth.
Creating and maintaining a presence is a lot of work - especially if it is a hobby or a side project. The intellectual investment to read, comment and write blogs is massive - but fun.

While I think your piece is more relevant to business using social media, on a personal level I absolutely concur, Chris. I've put aside six months of my life just so I have the time and opportunity to devote myself to my blogs and writing, to try and make a go of this crazy thing.

I think you can balance online success with a full-time job commitment but throw in a young family as well and it becomes too much. For me, it was easier to take the income cut and focus on making a success of what I really wanted to do, while still having the time and resources for my family.