Sometimes social media is not the way to go

Lee kenny, CEO of Snowflake Media
Lee kenny, CEO of Snowflake Media
Share this article

I’m clearly a fan of social media. As a business we sell consultancy services, courses and social management. However, sometimes social media is not the way to go.

Do you just Google it?

If you are like me, when I want to know something, I turn to Google as a habit.

Facts, research, news - it’s all there, it’s not perfect but a good starting point. But what about when technology doesn’t work?

I was at home recently in my study reading a book. Not a kindle or on my iPad but a physical book. Imagine that!

I came across a word I didn’t understand so thought I’d look it up before carrying on. What happened next was pure habit.

I tried to access a dictionary on my phone, but the signal wasn’t strong enough. I moved around, waved the phone in the air but to no avail.

So I went to the laptop to try and pick up a wireless signal and sure enough the wireless router had a meltdown and couldn’t connect.

Huh. what to do next. (By now I’ve invested about five minutes in this project!)

Well the solution was clear, instant and readily available.

I turned to my bookshelf and dusted off the dictionary.

Five seconds later I had my answer.

We are so tuned in to instant gratification with Google, social media, parking sensors on our cars that sometimes we don’t use our brains properly.

So how does this relate to social media?

Yes, Facebook targeting and custom audiences can be wonderful. Twitter now allows targeting. We have blogs, emails, newsletters, etc.

However sometimes it is best to go back to basics. Pick up the phone. Physically go to the business to talk to someone. Write a personal letter.

A few years ago I had a client that wanted to know the best way to reach 14 coaches at particular sports clubs.

Was it Facebook? Advertising? Direct message? No, it was turning up at training on a Tuesday night. It was quicker and more effective. You don’t need a sledgehammer to crack a nut right?

It’s all about speed right?

E-mail is one of those technologies that has done a good job convincing us that it’s fast.

But it’s only as fast as the time it takes for the final response to hit your inbox, maybe after five email exchanges. MIght a call would be better.

Social media is wonderful for mass reach, brand awareness making sales. When you want to get personal however, sometimes old school methods are best. For everything else there’s social media!

What’s the best way?

For most businesses it is usually a blend of networking, direct marketing, social media and looking after your existing customers extremely well so you can benefit from referrals. 

What do you think? Emails drive you barmy? Let me know what you think via Twitter @SocialSnowflake, Facebook.com/SocialSnowflake or tap me on the shoulder next time you see me around town!