I have been working with all my clients lately to help them expand their social media strategy. For some, like Lifehouse, a non-profit group that I do some pro bono work for here in the Bay Area, it’s really a matter of developing a strategy and finding the in-house resources to execute the strategy. Their target audience is mostly regional, and they are working to build a following to promote their work with people with developmental disabilities, and to promote their Great Chefs and Wineries event in April, which makes Facebook and Twitter logical channels to build a following. For other clients, like Market Rates Insight, which offers deposit rate research to banks and credit unions, we have developed a more a more targeted approach, blogging about research findings and bank rate trends to build awareness in the banking community and create content to feed channels on LinkedIn, Banking Innovation, Twitter, and the like.
But no matter what the strategy, it amazes me that I still run into resistance from senior management about why they don’t want to deal with social media. That’s why I was inspired by a recent guest post on Marketing Profs’ Daily Fix by Chester Frazier of Definition Systems offering a set of common excuses for NOT using social media. I have heard all of these, and others:
1. Our target audience isn’t on Facebook or Twitter. Chester’s point is that clients think it’s a demographic issue and boomers 
don’t hang out online. Definitely false. But more to the point, there are special forums on Facebook, Twitter, and elsewhere that appeal to every niche and market. You just have to find the right conversation and join in.
2. Facebook is a time-waster for staff. One of my clients, Actiance (formerly FaceTime Communications), specializes in securing Facebook, Twitter, and LinkedIn, not because their customers are worried about employees wasting time, but because they recognize that people want to connect through these channels, including customers. The new generation of customers are communicating using social media, and you should find ways to encourage them to harness these new marketing channels.
3. We tried it and it didn’t work. It’s like any other marketing program, you have to experiment and refine your strategy, then measure the results. Most companies social media strategies fail because they forget that it’s about being social, it’s about conversation, it’s not about a one-way blast saying “buy my product.” (And it still amazes me that I get Twitter requests from businesses that don’t post anything except the praises of their multi-level marketing scheme or their latest health product.)
4. We are too busy. I hear that a lot. Does this mean you are too busy to talk to potential customers about what you do? You should be able to build social media into your day-to-day operations, particularly if you are conducting business via the web. It’s like saying you are too busy to market your business.
5. We don’t have the staff. Can we outsource it? I hear this one a lot. Executives are busy people and don’t have the time, or want to take the time, to engage with potential customers. People want to talk to you, not a shill. You can’t outsource authenticity. And you can’t outsource expertise. I can help my clients interpret and articulate their opinions and expertise, but no one wants my opinion. They want to talk to the expert directly, and if you demonstrate your expertise, they will engage with you looking for more. That’s how you build your business.
So no matter what your business, you can benefit from social media. You just need to have a strategy that dovetails with your marketing program, then focus on execution and measuring the results. Don’t get sidetracked by excuses. Get out there and experiment. You’ll be pleased with the results.