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Do You Have a Social Media Chip-on-Your-Shoulder? (3 Keys to Get Rid of It)

Trust and authenticity are the currency of social media. And your Facebook page alongside your Twitter account and blog are the places where you should lavishly spread that currency around.

I emphasized trust and authenticity in a recent post because people are now so oriented to interacting with dental companies, dental practices, and dental supply brands who seem at least somewhat familiar with social media. And once you’ve caught on to the value of social media engagement your perspective and marketing approaches shift.

  • There’s a more frontal…give-it-to-me-straight marketing interaction (in contrast to the old-school, bait and switch).
  • There’s freedom to be yourself without the flash (in contrast to slick, hype-y…expensive marketing – think jeans and maybe a sports coat instead of suit and tie).
  • There’s conversation around products, services, and expertise (in contrast to if-we-build-it-they-will-come).

I think of the days of mom & pop shops. Social media is restoring confidence to business and service providers who have that grass-roots brand of marketing DNA.

Coaching a grass-roots confidence is the responsibility all who are coming into their own with social media marketing.

I once felt like a rookie in the big-leagues when I first opened my Twitter account. I resisted for months as early as 2008.

But I’m there…in fact I have two Twitter accounts. One is personal/general copywriting/marketing consultant related. The other is specific to all that within the dental industry.

I’ve had my social media ups and downs. Some days I feel like a shivering chihuahua alongside the social media big dogs.

And sometimes I write and publish on my blog like I think a big-dog would. In fact, I’m still nursing a fresh wound because I forgot what this whole social media deal looks like to someone who doesn’t engage in it (not because they’re opposed…it just isn’t something they’re into…like many marketers, still).

I’m reminded that when I speak and write about the failures of traditional marketing with my new social-media-is-all-about-trust-and-authenticity-chip-on-my-shoulder, I risk alienating those I’m still invested in.

So…here’s how to boost your social media confidence when wanna-be big-dogs (like me) mess on the lawn (or seem to be growling at those who aren’t so much into social media):

1) It’s about being yourself.

You and your business, product, service have a story to tell. Engage (that’s “talk” in social media) about the problems you’re solving, the solutions you’re delivering, the benefits you’re bringing to the marketplace. No one else can be you better than…well, you!And once you stop being “you” – it really doesn’t matter!

2) It’s about keeping it simple.

Really, what’s the point in being complicated. Life’s complicated enough and so is business.

To-the-point simplicity is a big adjustment for those new to social media. The full-frontalness of the dialogue (on a blog or via Twitter and a Facebook page) can be misunderstood as edgy or in some instances, even trite.

Hey, when Twitter allows you only 140 characters you can’t dilly-dally (a word I’d probably not use in mainstream marketing). That’s a steep learning curve for those accustomed to traditional marketing approaches.

3) It’s about creating conversation.

Once you’re around social media long enough you’ll learn that appetizing conversations begun on your Twitter or Facebook page feed should effectively transition to your website or blog via links (ow.ly, bit.ly, etc.).

Think of social media conversations (even those involving your business, products, services) like you would saying to dinner guests following a meal, “Let’s move to the patio…can I get you another drink…” There’s no hype among friends – just swapping stories in good conversation.

…and now where’s the dip for that chip-on-my-shoulder I mentioned?

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How to be known as an “industry expert”

“What do I really have to offer the industry or more specifically – the niche – I work in?” It’s an important question that forces me to inventory the benefits I deliver.

This week I’ve been writing and editing a report that I’ll deliver FREE to my prospective client list. There’s an important reason I’m doing this…and why you might consider doing the same on a routine basis.

Why a special report…case study…or white paper is an important tool in your marketing toolbox:

>It encourages “expert” status.

Not everyone and certainly not even a large number of people know what you know. And if even if they do -who’s taking the time to put it in writing.

Frankly, writing scares most people. Or the few who do take a shot at it, start a document in their word processor perhaps never to return to it.

When you put your insight, knowledge, and skills out there you set yourself up as a go-to service provider. When an issue or challenge arises that your content addresses – in even a remote way – guess who comes to mind.

Thinking yourself and your services as “expert” isn’t arrogant. In fact, it’s more self-centered to hold on to your knowledge base – think about it!

>It puts you on the solution-side of the marketplace.

Talking-heads in today’s media numb us to the real issue – “how do we fix this?” If as much time were given to solutions as is given to pointing out the problems mainstream media would lose a substantial amount of “voice” and many bloated pontificators would be speechless.

It’s easier to focus on problems…on what needs fixing than it is to dig in, roll up your sleeves and do the work.

A steady stream of information that you publish – full of solutions to common market and industry problems – will give you “voice!”

Get to know the problems, issues, and challenges facing your particular niche/industry. Follow the social media feeds within your industry. Subscribe to industry blogs. Read comments. Engage others via your comments.

Create an idea file of common and current problems you discover. Do some extra-mile research and write some tips for solving the issues at hand.

Your opinion and insights count just as much as anyone’s. And putting your thoughts out there gives you a stake in helping solve some issues for your constituents.

>It gives you content to repurpose again and again.

Social media is about content delivery. Throughout the day I send tweets and Facebook posts to my Evernote account. I’ve developed a reference library that I can tap into any time and any place. And the reason is due to the content others unashamedly publish on a consistent basis through social media.

Again, being a solution-content source is a top reason to be a consistent info publisher. Once you’ve produced even one 10 to 20 page report-like document you can repurpose it a piece at a time and have months of content to send out via Twitter and your Facebook page.

What keeps many from jumping into the social media zone (or thinking it’s a waste of time and energy) is lack of shareable, useful content.

Having a report, white paper, or case study densely packed with beneficial content in your marketing repertoire gives you a well of information to share with others. And contrary to what you might believe – people really do hunger for information especially the brand that provides solutions to their problems.

Give yourself some credit for what you know. And get it in writing.

Special reports, case studies, white papers, social media content, blog posts, enewsletter articles are among my copywriting expertise. Don’t keep your expertise under-wraps. Contact me today to write yours!

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