One of the biggest problems people have with new communication technology is they try to force it into their current workflow or methods of doing business.

A classic example of this is business owners trying to use hard marketing techniques in the social media realm.  Some creative people make it work, but the majority fail.

Others see the shiny new technology and change their marketing plans to fit the new platforms.  Unfortunately, they often leave behind and neglect marketing strategies that were working for them.

Social media is its own line item in the list of marketing concepts worthy of consideration for growing your business.

Don’t force social media into other strategies.  In many cases social media can play a supporting role for other marketing methods, but ultimately it is best to develop a social media goal.

What do you want to accomplish with social media? Is social media the best tool to achieve your goal?

If your goal is to drive traffic to your Web site on a mass scale in order to sell a product, then e-mail marketing might be a better solution.

If you wish to develop yourself as an expert in your field — social media would be an excellent choice as a tool to support your efforts.

Before social media, companies depended on public relations. They used PR to get the word out about their people’s expertise, new products, and service successes in the traditional media.  The problem many PR professionals faced was proving the direct ROI (return on investment) from their work.  Thus, many business professionals didn’t see the value.

If you are a by-the-numbers person, social media may not be for you.  Don’t jump on the bandwagon if you don’t see the compound value of social communications over time.  You can’t force it.

Rosh