An investment in social media doesn’t offer the same potential for immediate returns as traditional media does. There is no social media equivalent of buying a spot in a TV show for next week, or a placement in a newspaper for tomorrow. The lack of consolidation of influence and power in social media creates a system where the potential for immediate return is limited.
Because of this reality there is a lag time between the investment in social media and the return. If you start building a presence now, don’t expect it to be a significant driver of your business in three months. You can’t buy relationships the way you used to be able to buy attention. The reach and influence that you build within social media communities and networks takes consistency and commitment to develop.
You can’t buy social media like you can traditional media, you have to build it. And it always takes longer to build something yourself than to buy it from someone else. If you understand this concept, you can realize a huge return on your social investment, but only if you start investing before you actually need it.
5 Comments
1 andrew wrote:
It’s the same logic behind building a bridge before you try to cross a river. You find out that, in a hurry, it’s a lot more difficult than you thought. The challenge is deceptive and not straightforward. The earlier you get in there and start laying the groundwork, the better off you’ll be when the flood comes.
2 EF wrote:
Exactly. Man, I think i need to consult with you before every post I write. ;)
3 Davina K. Brewer wrote:
ITA, you can’t buy it, you have to build it. That takes time, planning, and a commitment to the process. Well said.
4 Kewl Tubes wrote:
I disagree. I have built quite a following on Facebook in 2 months time I have all but 3,000 friends on Facebook and a majority of my orders have come from Facebook friends in the past 2 months. Thank you Facebook golf friends!
5 EF wrote:
That’s awesome! Congrats on the success. There are certainly many great business opportunities through social media. Maybe you should write a case study and share it with us? I know i would be interested. :)
Thanks for sharing.
Best,
Eric