I read a lot in my line of work. I read to keep up with trends, read to stay current on the latest and greatest social media tools and resources and I read to find unique topics to write about. Maybe not unique as much as it is a unique point of view. I read all the time. Today I read a story that as always, got me thinking. It was a story about a young person who needed the guidance of an expert and was given not only horribly poor information but said expert used their position to bully this person into doing something they were not ready to do.
Just because someone, who is or claims to be an expert, tells you to do something doesn’t mean you should. In the business world experts are supposed to be used as guides. We turn to an expert to teach us how or when to do something so that in the future we may be able to do it for ourselves. In some cases we hire experts as employees so that we fill needed gaps in our skill set therefore improving what we do on a daily basis. The purpose of an expert is not to invite them in and hand them the reigns. That is a different kind of situation that hopefully you don’t find yourself in.
Let’s face it. There isn’t anyone on the planet that knows your business better than you. Experts are great but they are not the long term solution to improved business. There are people who know the industry for sure, however, the only person who knows your exact customer blueprint and what makes them tick, is you. It is your job to take what you read, hear and see and adapt it so that it works best for your situation and sales. As an example, you wouldn’t use a location based check in tool if, like my company, you got repeat visitors infrequently or rarely. It wouldn’t make sense for us but it would make complete sense for say a Country Club who has a high frequency of repeat visitors. This kind of tool is perfect for them because it is a catalyst for bringing in a higher percent of repeat and new business.
There are many social platforms and every one of them have their own unique benefits designed to attract certain groups of people. You have to know the tool and know your business. Know who your clients are, their ages, their demographics and where they spend their time. Find this out and you will be able to use this information to better recognize what tools will work best for you helping you to realize that the best investment you can ultimately make in social media is ….YOU.