Is Facebook to Social Media as Xerox is to Copiers?

Over the years certain products and services became the brand status for the industry.  People choose to say Xerox this document instead of saying photocopy or copy. The same is true of Kleenex for tissues and Fed Ex for overnight delivery.  During my last weeks of Social Media presentations with companies, I’m noticing a similar trend.  When I ask about the company’s social media goals, plans and strategies I get the response we have a Facebook account or a Facebook Fan Page.

When did having a Facebook page become the entire business social media strategy?  Why would a company throw all of their social media eggs in a Facebook basket? Facebook is becoming the sheriff of the social media landscape by their size but they are still just one of many tools to use to reach your social media goals.  If your company’s market is B-to-B then LinkedIn may be the best social media tool to reach decision makers.  If your target market are gamers then Hi5 may be the platform to establish your social media initiative.

Having a Facebook page is neither a goal or a strategy.  If you’re looking for a positive R.O.I. on your social media investment then follow these steps:

• Learn what social media can and cannot do for your business.
• Research what your competitors and industry are doing in social media.
• Create a social media policy (contact us for a template to help get you started).
• Develop social media goals based on what social can do for your business.
• Choose a few social media tools that reach the best percentage of your target market.
• Review often and be prepared to change your process.

My public service message for today is  “There’s a bigger social media world out there  than just Facebook.  Write down your social media goal(s), write a social media policy for your business, implement some social media strategies and get out there and explore.”