My clients are always asking me how they should use social media in their marketing. My response often surprises them: sometimes you shouldn't use social media! Here are some reasons why and some ideas on other ways to grab the attention of your ideal clients.
 Deborah Gallant
Bold Business Works
805-991-9660
dg@boldbusinessworks.com
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You won't hear this from many other marketers...
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Yes, Facebook has millions of users. But is that really relevant to your business? Maybe. But maybe not.  I was working with a client recently who sells very high end consulting and training services in to corporations and he'd received a detailed (and very expensive) proposal from a Social Media expert who recommended spending thousands of dollars to create Twitter feeds and Facebook fan pages and whatnot.
When we got down to what he sells and who he sells it to, it was very clear that a Twitter feed was irrelevant. His buyers didn't care at all.
His media and marketing plan needed to focus on identifying decision makers at target companies. We are using Linked In to research and connect with those individuals. But the sales process requires a much higher-touch, phone and appointment-based contact through personal connections. FB and Twitter were (for him) an expensive distraction.
Bottom line: If you jump on the social media bandwagon, make sure you know why you're doing it and be realistic about what you can accomplish.
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