By Doug Stephens<\/p>\n

There\u2019s an epidemic taking place. Brands big and small are rushing into social media.\u00a0 \u00a0In many cases, several months down the road they find themselves disappointed with the results and disenchanted with social media in general.<\/a><\/p>\n

Case in point: I was recently speaking at a conference to a full auditorium of marketers.\u00a0 I asked how many of them were doing some degree of social media marketing.\u00a0 Most of the hands in the audience went up.\u00a0 The next question was \u201chow many of you are disappointed with the response you\u2019re getting.\u201d Again, most of the hands in the room were raised.\u00a0 And this is usually the case.\u00a0 I can\u2019t tell you how many other businesses I speak to that have a basic Facebook fan page and a Twitter feed and not a lot of love or money to show for it.<\/p>\n

The Medium Isn’t the Problem<\/strong><\/p>\n

It\u2019s my experience however, that these problems rarely have much to do with the value or effectiveness of social media.\u00a0 In most cases, the problem is that brands simply aren\u2019t in shape for social media in the first place.\u00a0 They lack definition, position and purpose.\u00a0 Their story is lackluster and their consumer value nebulous.\u00a0 In some cases, internal communication is so poor that it makes outward communication almost impossible.<\/p>\n

Here\u2019s the thing. Social media is not a modifier<\/em> it\u2019s an amplifier<\/em><\/strong>. It doesn\u2019t change your brand\u2019s voice; it just turns the volume up to eleven<\/strong><\/a>.\u00a0 If your brand has nothing to say \u2013 no story to tell, social media will only amplify the uncomfortable silence.\u00a0 If your culture lacks fluid and open communication, your discomfort and awkwardness in engaging followers will come through loud and clear.\u00a0 If your brand value proposition isn\u2019t obvious, your social media messages will be confused and only muddy the waters further.<\/p>\n

The result will be that every tweet, post and update aimed at building community around your brand, will simply confuse, disenfranchise and disappoint more potential followers.\u00a0 You will un-market<\/em> yourself into oblivion.<\/strong><\/p>\n

The Social Media Breathalyzer<\/strong><\/p>\n

Breathalyzers can be installed in the ignition systems of cars to prevent drunk driving. It\u2019s too bad we don\u2019t have the same kind of apparatus available before starting social media programs.\u00a0 In lieu of something more sophisticated here\u2019s a very simple brand sobriety test<\/em>. If you fail, don\u2019t turn the key on social media!<\/p>\n

– If you didn\u2019t work for your brand, would you care that it existed?<\/p>\n

– Do you have a product or service story to tell that people should even give a damn about? Something that excites inspires or entertains?<\/p>\n

– Can you articulate your unique value in one or two short sentences without using jargon or bull****?<\/p>\n

– Will what you share with people be so valuable, interesting or remarkable that they will not only notice it, but also enthusiastically share it with others?<\/p>\n

If you don\u2019t have solid answers to these 4 basic questions, then social media won\u2019t save you. In fact, it might hurt you. Fix the brand first<\/strong>.<\/p>\n

Gary Vaynerchuk, author of The Thank You Economy<\/strong><\/a> recently said \u201cThere\u2019s more original content created today in 48 hours than there was from the beginning of time until 2003.\u201d \u00a0In other words before you tap customers on the shoulder, you better have something valuable to say.<\/p>\n","protected":false},"excerpt":{"rendered":"

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