I can’t explain the joy I feel when I get to the stage with a client where they see Social Media as a necessity for their organisation. However, having reached that point, I sometimes get the feeling that some clients still don’t understand why. Sure, they’re willing to invest in training and consultancy and will throw themselves into learning new skills to bring their company further into the digital age but do they know why they want to get there?
I don’t care how good your training is, there is a period of consolidation and adjustment on the side of the trainee before they can really say they’ve learned the content. This is really frustrating for a trainer because you want to feel like you’ve stimulated, excited and engaged each participant to the point where they could do your job. Then you get a comment like this:
“What do you mean I can’t just schedule 1 tweet to go out every Tuesday? That sounds like more than enough”
You then have to go over again the whole explanation of how people find you on twitter, how to engage and how to get new followers who will value your interactions.
This is all fine as it’s part of the learning process and is a good way of giving real life experience of how social media works and why it’s not something that should be passed off to the office junior with no training or guidance.
Then comes the other question. You know what it is, you’ve heard it before:
What does all this do for my organisation’s bottom line?
This is a conversation I get into as early as possible. I don’t want to waste my time or theirs on a network that doesn’t get them nearer to their goals and that they don’t have time for. However, having gone through this in the beginning, established goals and what success will look like, the question will rear it’s ugly head again and you need to be ready for it.
My advice is to set clear objectives with your client at the very beginning. I ask questions like:
- Who are your target audience?
- Why do you want to reach them? What kind of interaction do you require?
- How much budget / resource do you have for this activity?
- What are you doing right now? What works? What doesn’t?
- What are your timescales?
- What does success look like to you?
What are your top tips for keeping clients switched on to successful Social Media?