First of all, let’s address what the point of social media marketing is: it’s a way of connecting with your user using the tools they use to connect to their friends. For example, when a user “likes” your page on Facebook, they will see your messages in their “feed”  between messages from other businesses they “like” and other people they are friends with. These icons help users find your social media pages on other sites. Adding these icons only helps those businesses that have compelling content on those pages. So just creating a Twitter account without using it doesn’t help — you actually have to post something on a regular basis.

This all sounds great, what could go wrong? Sometimes these icons can get relatively large and bright. When that occurs, it might distract your users from doing whatever they came to your site to do. For example, if a user wants to purchase a widget from you, and they are bombarded with a huge Facebook icon that steals their attention, they may not buy.

So what’s the answer — should businesses add social media icons? Yes, they should as long as they have content on the social media sites for users to see and as long as the icons aren’t too distracting. See ibm.com (bottom right) for a great example on how to make the icons be less distracting.

I’m happy to say that things are better. It looks like the Facebook Fan Page’s administrators got the message and changed their social media approach. Rather than aggressively marketing their products, the Fan page is now being used mostly to solicit input, feedback and suggestions from interested users. Some recent posts:

Moms, Dr Sears is working with some big retailers to design a kids health and nutrition section. We have some ideas of our own, but to assist us shaping the section, we would value your input/suggestions. Click on the NOTES tab below and tell us what you think.

Only one more day left in Allergy Week and we’re on to next weeks Dr. Sears Tips Topic Outdoor Fun & Safety. Let us know what you would like to see us cover. The Dr. Sears Online Support Team

We’ve received a bunch of great stories from you for out Mothers Day Housecalls Email. It’s going to be very difficult to decide who to publish. If you haven’s sent in your story and want to there’s still time. Tell us your favorite mother story. We pick our favorites and publish them in the next Housecalls Newsletter. Share your story today! Cheers, the Dr. Sears Online Support Team

Bravo to the Dr. Sears Online support team for changing approaches and making their social media strategy more successful!

http://www.facebook.com/askdrsears/posts/366941752240

I’m hoping it stays up and isn’t deleted by the forum manager, as it is a must read for anyone engaging in social media of any type. Just in case it disappears, the link has a seemingly innocuous announcement about some changes coming to the Facebook page for Dr. Sears. In response, about 30 people echoed a complaint that one person wrote: “It seems like this page has become more about the products/selling stuff than answering the mamas”

This is a classic piece of trying to blend old methods (aggressive selling and promotion) with new methods (social media) and failing miserably. The old way involved blasting a bunch of marketing materials out to potential customers, in the way that Bed Bath & Beyond does with its coupons. The new way involves having a conversation with your customers. Trying aggressive marketing and having a conversation at the same time and you will get complaints. With social media, the complaints are shared with others instantly. That is much worse than not engaging in social media at all, because the complaints can travel faster than you can!

What’s the lesson? Make sure that if you engage in social media, you are reading and not just writing. Make sure to listen to what your customers are saying. It will make them better customers and your product or service better as well.