Let’s face it. Few people are writers. Even fewer are thought leaders or guru types.
What can a “regular” marketer do to stand out and make a strong impression in the social media space?
What if You’re Not a Thought Leader?
Thought leadership is probably not as important in social marketing as is keen interest and enthusiasm.
Certainly some degree of expertise in your niche is desirable and, as I indicated in The 80/20 Rule is readily attainable. However, what you feel about your product, service or brand may be as or more important than what you know.
Several months ago, a close friend suggested that I offer to help one of the U.S. political parties with their social media campaigns.
After serious consideration I decided against it. While I possessed the knowledge I would need to succeed, I was not aligned with that party’s views. Therefore my heart wouldn’t be in the right place to do the top notch work that would be required.
If you enjoy a subject and communicate confidently about it, people will respond favorably.
What if You’re Not a Writer?
Let’s suppose that you don’t write and don’t want to start. What can you do?
Here are a few options:
- If you have a sizable business, you’ll have a person or a department to do the writing for you. Problem solved.
- If you’re a small business or working on your own, outsourcing is an important option. You can hire a writer such as Ivo Jackson to develop your content or a virtual assistant such as Denise Griffitts to do all sorts of creative and technical things that you can’t or don’t want to do yourself.
- On Twitter you can make small talk, post links to interesting content and “retweet” other people’s messages. I have written numerous articles on Twitter. Connect with me @larrybrauner.
- You can use videos instead of text to spread your message. On YouTube you can create your own video blogs, and if you can sing like Susan Boyle, the sky’s the limit.
- If none of these ideas work for you, you can use your voice and the voices of others. On Blog Talk Radio you can create your own Internet-based talk radio show blog.
Above all be authentic. As I’ve said before, social media marketing is about people, not companies or products.
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