I may call myself a social media strategist, but I’m actually an investigator, an explorer, and a mad scientist. Most clients come to me for help with their social media, but to even get to the point where we can successfully implement a social media strategy, there is so much we have to learn about the company, its community and content.
It’s not unusual for a company to have a subjective perspective about its audience or about the types of content used to engage them. Small business owners may claim that “Twitter isn’t working” for them or that they “can’t get Facebook” to drive sales or traffic. While it can be frustrating, having trouble connecting social media to your business outcomes rarely is the fault of social media; rather it’s the strategy (or lack of one, as it may be) that isn’t working.