The Target is Not the Weapon
Donald Trump. Who’d have thought I’d be in a bookstore last night and see a book by Donald Trump, and that I’d pick it up, and at random flip to a chapter with that title? The Target Is Not The Weapon. It’s a simple lesson, and yet profound in how it changes one’s focus.
In social media, the tools aren’t the same thing as reaching a goal. If you’re a marketer looking to use these tools, then make the first goal to learn how the community moves, listen to its ebbs and flows, and then make the next goal to try starting conversations. But don’t stop there. What’s the real goal? What’s your real target? Growing sales? Building leads? Engaging more people in your nonprofit cause?
I have been doing this exercise for days in different forms, but not with this language in mind. Think about this in Trump’s words. If you’re seeking to hit a target, is the goal to use a dart or an arrow or a bullet, or is it to improve your accuracy, or is it simply to hit the bullseye? The answer is C, even though A and B are part of the equation. Make sense?
I’m thinking long and hard on which social media tools do what for my own business goals, and how this will impact what I advise people to do next. Do the tools have impact? Definitely. See the Financial Aid Podcast and Wine Library TV for two small business examples. See Direct2Dell for another example. See tons more examples in between.
But the chatter, the conversation for conversation’s sake? It’s fine and I don’t begrudge people using the tools for social conversation (enhanced beyond standard email). And yet, I’m assessing which parts do the most for me. What about you?
Here’s an Amazon link to the book:
Photo credit by uuuhyeah
