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

WHO AM I? The work me: A writer, social media consultant, educator and public speaker. I work with solopreneurs and small to midsized businesses helping them effectively use content and social media marketing to build relationships, improve brand awareness, drive web traffic, improve SEO and generate leads through an organic process. What I teach, implement and speak on has its roots in traditional, old-school networking and cold calling. My techniques have been developed over a decade of building my personal brands through social media and relationships. I focus on a relationship based approach. That content is less important and plays a supportive role. That business, long-term, repeatable and sustainable business, is driven by relationships. Whether your business or organization is business-to-business or business-to-consumer, for profit or not for profit or service-based or retail-based, the principles I teach are highly effective and get real results. The real me: An avid sea kayaker, adventure seeker, and fisherman. I take full advantage of living on the water at Salmon Beach off the west side of Point Defiance Park in Tacoma’s North End. I spend as much time paddling as I do working. When not on the water, you can find me fishing off the deck, hiking, camping or otherwise exploring the PNW. I'll spend my downtime with friends, my children or simply having my feet up on the couch. The volunteer me: I teach LinkedIn classes at Joint Base Lewis McChord to help those transitioning to civilian life and am a kayak fishing guide for Heroes On The Water's Northwest Chapter. HON helps military veterans & their families relax, rehabilitate and reintegrate through kayak fishing.
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