Warning: This isn't a campaign, these are relationships
I’ve spoken to a few people recently who wanted to ‘wait’ before they start their social media ‘campaign’. Wait until the website is ready, wait until they have their leaflets printed, wait until they have got their offering just right.
The thing is, in my opinion, this suggests that the only interest in social media is getting people to look at your stuff. If you met friends at the pub, or school gates, you wouldn’t not talk to them until everything was ready, so why treat your communities on social media any differently.
Too many people are treating social media as somewhere to host a ‘campaign’.
Social media, Twitter, Facebook, wherever your crowd is assembling is just an extension of real life and should be treated the same. Sometimes you will talk about your stuff, sometimes you will talk about other people’s stuff, sometimes you’ll just chat. To presume that everyone on Twitter or Facebook is sat waiting for you to appear with your next big idea is taking a particularly one dimensional view of the conversations.
People’s businesses evolve, people’s lives evolve and this will be played out on social media just as it will in real life. Assemble your crowd and you’ll find that people might actually be interested in the evolution of your product or service. Arrive and say “here I am, look at me, click here to buy” and you’ll get a whole different response.