Succeeding with Social Media: Part 5

Be Patient.

Many business owners I speak to ask why, after months of posting and promoting their social media pages, they still don’t have many fans / followers or simply don’t have many likes or comments.  It’s easy to hear the frustration in their voices.

Social media is not sprint.  It’s a marathon.  As a business owner, unless you have a well known brand like The Gap or Target, it will take time.  Even when posting quality content, don’t expect fans to flock to your page and start commenting.

As with any marketing piece, seeing or hearing about your social media site once or twice is generally not enough to get people to commit.  Most people need to here or see your message 9 or 10 times before acting.  Since most business owners have limited communication with their customers, it’s only natural that the process will take time.  As for getting that level of engagement from your fans once you have them – keep in mind that studies have shown that close to 90% of those with the social media community are ‘lurkers’.  They, for a number of reasons, just don’t participate.  Only 1% are active and regular participants (The ’90-9-1′ Rule).  In simple terms, at 100 fans, only 1 can be expected to interact on a consistent basis.

Until you see that level of engagement come up, don’t fret.  Regardless of how many fans you have or how engaged they are, it is very likely that they ARE listening and learning.  When they need your service, they WILL call you.

The key for the business owner is to not get discouraged and to continue with their social media strategy.  It will pay off over time.


About Robert Nissenbaum

As a consultant, speaker and educator I provide common sense, practical and actionable social media advice to small business owners and solopreneurs. Active using LinkedIn and Facebook since 2007, Twitter since 2009, Google+ and Pinterest by invitation before public release and now Instagram, the advice, support and training I offer are based on close to a decade of experience in using social media for my personal and own business brands, not simply what I have been taught or read. I approach social media from a very different perspective than most in the industry. I teach small business owners to shift their view of social media; to understand it’s less about their content and more about networking and building relationships. I work with clients to create the blueprint they need to succeed, help put the infrastructure and systems in place and offer continuing support. Social media is more than a career. It’s my passion. Having spoken on and taught social media since 2011, you’ll get a knowledgeable, seasoned speaker who will deliver quality content without fluff and up-sells. I am available to speak or facilitate social media training workshops at your event on a variety of topics and have presented in Washington and Arizona. Speaking engagements and workshops can be tailored to your needs with presentations as short as 20-30 minutes and training workshops starting at 90 minutes.
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