I’ve worked with many organizations that have meetings upon meetings about “What’s our social media strategy?” or “What are we going to do in social media?”
These meetings are a colossal waste of time.
Absolutely nothing gets accomplished. If you’re not doing anything in social media, what do you have to talk about? Social media engagement is all about experimentation; it’s not about weeks of planning until you’ve planned out everything perfectly. It’s about doing, adjusting and iterating. And doing that again and again.
During the meeting, the decision makers—usually people who have zero social media experience—demand evidence that social media works. This just stalls the process.
Next, some low level person has to search the Web for an article about a company doing something similar to your company in social media. Once he finds the article he presents it to the C-level executive who finally says, “OK, go ahead and do it.”
What a waste of time.
No social media gets accomplished in a “What are we going to do in social media?” meeting. Say there are a half dozen people sitting around the table discussing what you should and shouldn’t do online. Nobody’s producing anything. It’s often the blind leading the blind.
What to do instead of meeting
Instead of having that one-hour meeting, why not cancel it and require that all six people spend the hour writing a blog post? Six blog posts will be created, which is an enormous social media accomplishment.
And instead of having another meeting, spend the next free hour reading the other blog posts, leaving comments, and promoting the posts on your social networks (e.g., Twitter and Facebook).
Give it a try. Go into your calendar and cancel your next two one-hour meetings.
On the first cancellation notice, indicate that every intended meeting attendee must write a blog post.
On the second cancellation notice, indicate that every meeting attendee must read the other blog posts, leave comments, and then promote the posts to their social networks via Twitter and Facebook.
That’s the only “let’s get started” strategy any company needs.
David Spark is a journalist, producer, speaker and owner of the custom publishing and social media firm Spark Media Solutions.