“Hello, hello. Is this thing on?” – Initial Reactions with Social Media

So, when businesses and brands, especially small or local businesses, first get started in social media, they come with visions and dreams of grandeur. “Everyone’s gonna fan me and follow me,” they (you) say. “I’ll be like Dell and Southwest Airlines,” is another thing they (you) say. Before you get defensive, this misconception is totally ok and normal. In fact, I think we are this way with most new endeavors. Otherwise, we wouldn’t do it.

However, it’s when reality hits and the uptake is slow that brand marketers tend to get discouraged and say, “It’s not working.” The first realization that should happen is that it takes time. Relationships, which are the real benefit of social media, take time to develop. People rarely get engaged for marriage in two weeks, let alone 2 months. The same is true for most relationships. They start and mature over time. What helps is your commitment and consistency. It’s ok if it seems like you’re talking to the same few people at the start (most of whom may be employees or family members – lol).

Commitment
Yes, I’m telling you to stick to your guns in the midst of little interaction and engagement. That will come over time. Like the adage goes, you have to crawl before you can walk. And, truth be told, you probably couldn’t handle an influx of engagement and response to your initial social media endeavors. True. Everyone wants the “Oprah” effect on every marketing endeavor, but no one prepares you for the operational and logistical issues that will arise. By continuing to participate in your social media channels, you’ll see your community grow and converse with you.

Consistency
By being consistent in your interactions, posts, and conversation, it helps your community learn when you, as a brand, are most active. Just like in college when you made friends based on having the similar schedule, your newfound fans, friends, and customers will adapt to the times when you’re active and expect you to be there as time progresses. Also, some people take consistency as this rigid schedule you must follow, which is not the case. By consistency, I mean being active at the same time(s) of the day, using the same verbiage/language and tone, and remembering what you’ve said previously.

At the end of the day, social media is not an end-all, be-all to your marketing or customer service. It is a great addition to what’s currently being done. When and if you decide to get active, be wise and engaging. The rest will fall into place.