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August 11, 2009

Hopping on the Bandwagon to Nowhere

In this post: Jaimy discusses why strategy and goal-setting must come before any use of social media tools …

Jaimy Syzmanski“Me, too” is not a strategy.

When something’s hot, talked about constantly and all the buzz in an industry, it can be easy to think it is a necessary addition to a business’s marketing mix.
 
“Me, too” will not achieve business goals.

Creating a Facebook page, Twitter account, online community, etc. just because everyone else is doing it won’t bring in business.

“Me, too” is painfully obvious to customers.

If you’re not offering true value and engaging your customers, it’s just more noise – noise that will readily be ignored.
 
Before hoppping on the social media bandwagon, stop and assess the “why.” What do you hope to achieve in your efforts? How will you fulfill a current void in your customer relationships? Start with the goals and strategy before getting your hands on the tools.
 
Because, “Me, too” gets you nowhere. It allocates precious internal resources for what is often little to no result. (Well, unless you’re only shooting for one more inbound link to your site or blog. Then, you’ve achieved your goal, but not much more.)
 
I’ve been thinking about this a lot lately, and I’ve realized how much it gets under my skin. I think it’s because I hate to see great, successful organizations throw strategy out the window in exchange for being part of the “cutting-edge crowd.”
 
What do you think? Am I the only one who notices this trend?