Close your eyes and think back to 2004–the dark ages of the social media revolution. For most early adopters, business success and self-worth were judged more by the number of followers they could amass than the quality of the relationship or value of the content they could exchange. Smash cut to today. Twitter feeds, Facebook pages, blogs, apps, mobile, and location-based offer targeting platforms make the range of digital outlets calling for your attention dizzying if not overwhelming. But should you spend your limited time, energy, and resources checking off the boxes of everything you “can” do, or focus in on doing what you “should” do better? The pros say the latter.
Instead of investing the time to authentically engage in discussions with their customers through social media, many companies look to outside advertising agencies to manage their Facebook page or for a magic elixir or tonic to “fix their Twitter problem.” And that’s a big red flag according to Mike Troiano, long-time varsity ad guy and Principal with Holland-Mark Digital who recently unfollowed more than 10,000 people on Twitter to enhance the level of meaningful connections within his own network.