When I want to step up my social media game, I don't read a blog post. I read a business book.
There's no shortage of great blogs out there to choose from. In fact, one might say there's TOO MUCH amazing content to consume…
TOO MANY “how-to” posts…
TOO MANY “scientific guides” to read…
TOO MANY “perfect timing” round-ups to follow…
All of the “how-to” stuff is good, but there's a step BEFORE the tactics that's critical to your success (and it AIN'T finding the “perfect” time to tweet).
Here's why I start with business before creating one single pixel of social media content.
1. Social media and business are interwoven.
Your social media content will never be as effective as it could be unless you are clear on what you want to accomplish. “Creating good content” is not a goal. “Creating good content to drive traffic to landing page which drives sales and increases revenue” is a goal.
2. Business books provide the “WHY-TO” before the “HOW-TO”.
if there's one gripe I have with social media blogs, white papers, and ebooks, it's this: they launch into the tactics without explaining the strategy. I call strategy “above-the-neck” thinking. I call tactics “below-the-neck” action. You need a brain to inform the movements of your body. Good business books always start with the “WHY” before moving to the “HOW.”
3. Business leaders are not confused on ROI.
From a measurement perspective, social media is just like any other communication channel in your organization. Effective business leaders are not confused about effectiveness. If the resources they invest in certain initiatives don't measure up, they ditch them and try something new. Digital marketing can and should be held to the same standard as any other department in your organization.
4. It's all about money.
Listen. I'm a pie-in-the-sky optimist if there ever was one. But the reality of life is this: money talks. Business leaders (and their books) get this. It's not dirty or shameful to talk about money. Another truth: in 99% of cases, a majority of your social media should actively contribute to revenue generation.
5. Good business books teach me how to connect with people.
At its core, social media is an avenue to connect with people. Good business, at its core, is finding meaningful ways to connect with people. They're the same thing. When I communicate more clearly in business, I win. When I communicate more clearly through digital content…same thing—I win. In the end, it's all about people.
If you're looking for a good place to start, here's a list of books I HIGHLY recommend you consume with intensity IMMEDIATELY:
Challenge: Tweet at me and tell me ONE point you either agreed or disagreed with!