Social media does not make people stupid. It does not make them irresponsible, lazy, or unproductive. Social media will make you money, however, if you do it right.
I talk to a lot of business owners and executives who worry that if they start using social media to market their business, their employees’ productivity will plummet.
I’ve had meetings in the last two days with two different business owners. One has embraced Facebook and blogging fully, the other is worried that Facebook will hamper his employees’ ability to get work done.
The first employer urges his employees to do stuff on social media. Almost requires it. His Facebook page gets dozens of visits a day, which is awesome because they sell such a niche product, the customer base for the entire country can be measured in the thousands.
The other employer says — and rightly so — that they have so much administrative work to do around the office, he doesn’t want their Facebook efforts to distract them from getting their admin work done.
The first employer wants to know how he can do more social media marketing. The second employer wants to know the bare minimum he can get by with.
As Doug Karr says, asking what the minimum you can get by with on social media is like asking how slowly you can drive a race car.
Social Media Marketing is Not About Playing
We as employers trust our employees. We trust them to answer the phones and be pleasant to everyone who calls in. We trust them to make travel to other states and make sales calls and presentations. We trust them to take payments from customers and put our money in the bank. We trust them to buy products from other companies. And we even trust them to use computers without standing over them, watching them type every email.
So what is it about social media that scares the bejeezus out of every employer and makes them think that the second they allow Facebook onto their computers, their entire workforce is going to turn into a bunch of 13-year-old girls jacked up on Red Bull and the most recent Justin Bieber sighting?
If you trust these people enough to do business in your name, collect and spend your money, and talk to your customers, then you need to trust them enough to continue to do these things while Facebook is unblocked on their computers.
If you don’t trust them, that’s your fault. If you don’t trust your employees to not screw around, you’re the problem, not Facebook. You hired the wrong people, and that’s a management issue.
Hire people who will get their work done, and make your expectations for social media usage clear from the outset. These are people who can help your company be more profitable, so why not take advantage of that?
Social Media Marketing is About Making Money
The whole reason for a business to be on social media is to make money. Period. It’s not to play Farmville on Facebook. It’s not to pin the latest novelty cake on Pinterest. It’s not to take photos of a rusted out piece of farm equipment on Instagram. It’s to find people who would be interested in buying your products or services.
Every business owner and manager is always looking for a way to make more money and be more profitable. The problem is, many of them are hampered by doing the things that don’t make them money. Doing payroll. Filing claims. Managing inventory. Filling and shipping product orders.
The problem is, payroll, paperwork, inventory, and shipping don’t make you money. Marketing makes you money. Finding new customers makes your money. If you’re a business owner, and you’re spending your valuable time doing payroll, paperwork, inventory, and shipping, instead of generating revenue, outsource them.
Hire a bookkeeping firm to manage payroll. Hire a virtual assistant to file your claims. Hire a $10 hour college student to count inventory and stick orders in boxes. The less of this non-revenue generating work you can do, the better.
Spend the newly found time pursuing new customers. Spend it on Facebook, Twitter, or writing your blog. It doesn’t take long to bring in a couple choice clients to recover the costs of having a part-time employee handle the grunt work that’s actually losing you money. Have them handle more of your non-revenue workload, and find a couple more. You can grow just by having someone else do the heavy lifting for you.
But it starts with letting go of the fear that your employees are going to be struck stupid the second you allow Facebook, Twitter, or LinkedIn on your company computers.
Photo credit: bjornlifoto (Flickr)