Posts Tagged ‘business planning’

I have a (cunning) plan!

 

That was the favourite phrase of Baldrick (Tony Robinson) in a favourite of mine Blackadder.

 Baldrick

I read a recent new article,  http://www.bbc.co.uk/news/business-25909728, regarding how in India, Chander Prakesh Gurnani, was appointed to turn around an IT company which was on the point of collapse.

 

He had to undertake a reduction in staff but his plan to turnaround the company was to break it up into 11 streams to make it more manageable.

All this social media stuff doesn’t work!

So many people scoff when I tell them how active I am on Twitter, Facebook, LinkedIn, Ecademy and about 30 other networks.  “I don’t have time for all that,” they say, “It’s a time waster – and, anyway, it doesn’t work.”

“What do you want it to do?”  I ask.

It’s a question guaranteed to stop most people in their tracks.  The responses I get vary from a shrug to a bit of preliminary mumbling followed by “More sales!”

I can be really horrible and ask a lot more tough questions (I was trained as a coach once) like:

“Do you like people selling to you on social media?”

“Do you have a marketing strategy for your business?”

“How much time to do you invest in networking offline?”

I’ve tried asking some of these questions, but they scare people!

So here’s my opportunity to explain about why social media doesn’t work – and how it can work very well indeed.

History lesson

Social media has been around since the 1990s, Ecademy launched in 1998.  LinkedIn appeared early in 2003, followed by Facebook in 2004 and Twitter in 2006.  They’re not going away so people who don’t use their free services are missing a marketing opportunity.

Activity

Social media needs consistency – so one tweet a fortnight isn’t enough.  If you’re not making any noise people don’t know you’re there.  If you have a Facebook business page you need to keep it active, it won’t happy all on its own.  If you have a LinkedIn profile you need to be seen in groups and on the Q&A section for people to know you exist and get to know you.

Time management

The time issue is important – it’s true that you can get distracted and find a morning or afternoon has disappeared if you’re not careful.  However, most people are willing to attend one networking meeting a week to promote their business and meet people who may either become customers or refer them to others who need their products or services.

The challenge for most people is that it’s easy to get sucked in and spend half a day chatting to people about inconsequential trivia.  I’m not suggesting you shouldn’t have conversations, but they should be a conscious investment of time.

The average networking event lasts a couple of hours plus travelling time.  It’s part of your marketing effort – why would you not be willing to invest three hours a week in marketing online too?