Of Cows, Physicists and Spheres

Yes, this is about social media, bear with me...

I was browsing my Twitter stream recently when this tweet caught my eye:

How does a physicist model a cow ? They start with a sphere and add complexity #conferencequote
— ian tracey (@iantracey) October 7, 2013

The source of the quote is Cristiana Bordeau (Thanks to Ian for asking so I can give credit where it's due)


It got me thinking about being in business and how we construct our online/offline networks out of a myriad of component pieces.

Having an online presence is not just about the solitary, static website anymore. Most businesses are also active on several social media platforms. Our digital footprint is comprised of a mass of tweets, likes, comments updates and shares. Individually they may not seem like much. Collectively, they are a powerful testament (for good or for bad) of how we interact and behave.

Businesses often construct their social media "cow" without any thought for the overall effect. They concentrate on the day to day, but not on the overall impression they are creating. How much more effective could the overall result be with a little planning and strategy? (Answer: a lot!)

Take a step back and consider what sort of "cow" you're constructing.

The new 4 Ps?

The 4 Ps of Marketing (product, place, price and promotion) have been drilled into most people that have read up on marketing, or attended courses. How about an updated version for the new world of social media?

Here are my suggestions:

Patience
Social media isn't instant. Like any networking, it takes time and planning to build good relationships that lead to business benefits. Playing "the long game" has distinct and long lasting benefits.

Persistence
If you're playing the "long game" then stopping trying after a few weeks isn't going to get you the results you want. If you think it's not working, look at how you're coming across. Have you got the content and frequency right for your chosen platforms?

Politeness
One of the great attractions of social media is that it allows people from all over the globe to see what you're saying and to interact with you. This is an amazing opportunity to show how fabulous you and your business are. It's also worth bearing in mind that any "bad behaviour" is very public too. Every time you post something be aware that anyone could read it. Think long and hard before posting in anger - or even in irritation.

Planning
Integrated communications is the way forward. Your online presence will encompass information, opinion, customer service, complaints, marketing, PR, sales... You may well do a reasonable job using social media and be happy with the results with no planning at all. Just imagine how much more you could achieve if you gave it some serious thought!


What would your suggestions be?

Taking my own medicine.

I spend quite a lot of time encouraging people to build in effective evaluation into their processes. I then spend a larger amount of time persuading them to act upon their findings! You'd think that I'd automatically do the same for my own company would you not?

Today I took some time out to do my 6 month evaluation. Like so many people before me, it told me that what I had thought was going to happen and what had actually happened are two very different things! Even though the evidence was staring me in the face, I didn't want to move away from the areas that aren't performing because I have invested so much of my previous life in them.

After a cup of coffee and a self administered pep talk (my neighbours must worry about me!) I tried to look at the facts as if I were my own client.

I expected to be visiting schools and colleges giving advice to young people on selecting a University, or a different path that will get them to where they want to be. Although the interest is there, the cash to pay for the service is not.

What I'm actually doing is helping people set up their own social networking models, coaching people and acting as an agent for other consultants. I've also developed an e-publishing and e-merchandising strand.

My advice to a client would be, concentrate on what is working and join the voluntary advisers for the education side of things once you're finances are stable.

Looks like I'm revising my business plan then...