I recently sat down with a client whose company had launched a social media campaign and, after just a few minutes into our conversation, two things became abundantly clear: he jumped on the social bandwagon because he believed that he had to and, secondly, he had no idea why he should have a social presence to begin with.
I am by no means singling him out, either. This seems to be a trend among many of the business owners and CEOs that I have recently met with to discuss the importance of social media. Each and every one of them knew that establishing a strong social presence was important, so they did what they thought they should do: set up Twitter account, made a Facebook page and (some) even created a blog.
In my opinion, this is where the fun part begins. Remember what it is that made you passionate about what you do – every vision has a story behind it and every company has a compelling journey that brought it to where it is today. It is this storytelling that attracts people to your site (or to become a follower). Sure, traditional advertising has its place but nothing can connect potential customers to your brand like a simple story that resonates with their particular need(s).
You (and your company) have always had a story – social media just gives you another vehicle for sharing it. And therein lies the “why”.
Written by RLA Associate Meghan Vincent. For more information on social media, Meghan can be contacted at: firstname.lastname@example.org