“Facebook is Free.” So is Twitter, your Blog and those incessant email blasts we send and receive. That “Free” thing is quite far from the truth, actually! Access to these services may be at no-charge, but using them correctly and effectively is far from free.
That is a good thing.
The typical consumer does not value FREE. We are attracted to free. We are enticed and tempted by free. For years consumer research has shown that the average consumer cares more about products and services they have to pay for than those they don’t invest in.So the fact that “Facebook” has a cost is a good thing.
What is the cost? It’s the cost of creating good content and management.An effective Facebook, Twitter, blog or other Social Media campaign requires commitment and investment.A company and its leadership must treat Social Media like any other communications investment. Put enough resources against the job to do it right, or don’t do it at all.The resources can be the management time needed to state some goals and scratch out a posting schedule on the back of a napkin.It can be the staff time needed to research and add posts.The time it takes to respond to friends, fans and customers.The resolve to promote your Social presence in other places such as on your website, business cards, email signature, literature and packaging.The costs may seem quite reasonable compared to a major advertising or public relations campaign, but when we know we’re making an investment, we’ll take much more care in making it pay off.That is a good thing.
There is also another cost that we often do not see. That is the cost to our audience. I am sure we all put a high value on our own time and attention.We hate meaningless interruptions and rude intrusions on our attention.Remember that when you post.Your friends, fans and customers are investing their precious time and attention in reading what you have to say. Say it well. Say it concisely and move on.
I hope that’s what I’ve done here.