If you haven’t noticed many businesses are seeking help aimed at jumping into the social media craze. Some businesses are hiring “social media experts” while others are engaging social media consultants. Some are turning to their existing PR and Marketing firms and asking them to get their business engaged in social media. Many, while deciding to “jump in”, always ask “how much does it cost?”.
Cost is relevant to value gained. In the world of social media value can be measured but value cannot be created unless you have the knowledge of “how” to create value.
People spend years and tens of thousands of dollars in school gaining knowledge. Then they go into the market and have to learn “how” to use the knowledge they gained. Gaining knowledge and using it are two totally different things.
When it comes to “how” to effectively use social media there are thousands of individuals who have the knowledge as to “what” it is and “how” it works but few who know how to use it effectively.Why is this true? Because the body of knowledge relative to using social media is still young and changing daily.
When medical students finish their education they typically go into “internship” under the guidance of those who have learned “how” to use the knowledge they gained effectively and efficiently. Time, experience and new knowledge gained is the pathway for interns to become worthy of “practicing medicine” on their own. Once on their own they still have to keep up with new knowledge in their field or become obsolete in practice.
Crazed For Knowledge?
The word crazed means a short-lived popular trend; a fad, and/or wild and uncontrolled in behaviour . The markets seemed to be “crazed” over social media and that is why many discount it as a fad. The urgency to have presence in the space also shows signs of “craze” to do something and find somebody who can do it.
Wanting knowledge of something that seems to be attracting everyone is understandable. However knowledge of “what” social media is vs. “how” to use social media effectively are totally separate bodies of knowledge and again each is changing daily. Try asking any business executive “what is social media?” and “How should we use it?” and you’ll get different answers every time. Try asking the same question to the current population of those who claim they know and you again will get different answers every time.
The Cost Of How
Knowing how to use knowledge is worth a lot more than simply having knowledge. When business managers ask “how much does it cost” the answers, like the definitions, are all over the place. Cost is relative to value. Knowing what social media can do and knowing how to do it are two different value propositions. Knowing where your market is and what it desires doesn’t mean you know how to reach them and produce that which they desire.
The Corporate Executive Board said “Most companies are embracing social media—but too many are wasting their efforts through sloppy management” More than 70% of companies are already using social media; many are planning to increase their spending on social media across the coming years. Whether for learning from customers, building their brands or a range of other hoped-for outcomes.
98% of on line advertisements never get viewed by the audience. That means you wasted 98% of your time, energy and efforts because you didn’t know how to create an engagement. Satisfied with how things are working for you?
You can’t define hoped-for outcomes until you are able to define what something or someone can do for you and your organization. What is followed by “how” is the knowledge to know how to create specific, not hoped-for, outcomes . Get it?
What say you?