Social media marketing is just like working out at a gym

While working out yesterday at my gym, I thought, why after 10 days of weight training, aerobics & cardios, i do not feel like an olympic athelete!

I, like many people I know, have fallen victim to the high-expectation, low-patience mindset that has seemingly overwhelmed our culture.

This instant gratification mentality is certainly the pervasive attitude of many entrepreneurs as they dive into social media marketing. When, after a couple of weeks of sporadic tweeting, random Facebook shares, and an occasional Google+ post fails to catapult them into the next tax bracket, they’re often left feeling bewildered, because despite their most Herculean efforts, they inexplicably have not been able to garner more than a few likes, retweets, and followers.

consistency in social media marketing

The inevitable conclusion: Social media does not work.

  • I tried Google+. Nothing happened.
  • I tweeted like mad last week. Why didn’t my sales double?
  • I changed my profile picture on LinkedIn and I’m still unemployed. What more is required?

Well, this is what is required: CONSISTENCY.

Social Media is not a short-term tactic; it is not a quick-fix method you can employ to drive instant sales; and it definitely is not something that “works” when it is dabbled with inconsistently. For social media to be effective for you and your business, you need to change your mindset. Simply put: Social media is a lifestyle.

Here are the areas where you want to be consistent:

    • Frequency: How often do you post? Once a day, eight times a day, three times a week? The exact numbers are not as important as regularity. While greater frequency usually leads to more engagement and larger communities, consistency is what establishes reliability and trust among your following. Create a schedule and stick to it.
    • Branding: Make sure everything you post is in harmony with how you want to be perceived. Your social media content needs to align with the core personality and tone of your brand. When you publish posts that contradict your brand, you confuse your audience, and you may need to rebuild trust from scratch.
    • Message: Align your social media content with your current messaging and campaigns. When your inbound and traditional marketing strategies match, you inspire confidence among your clients and prospects.
    • Engagement: How consistently do you connect? Do you respond to questions in a reliable fashion? Do you thank people whenever they share your information? Social media is a two-way vehicle; it is not merely a platform for you to broadcast your message relentlessly. A social media account that ignores others cannot thrive.
  • Across Platforms: All of your social media accounts need to have the same photos, logos, and descriptions. Consistent information across all channels promotes a positive brand experience and fosters trust.

Sporadic and unpredictable social networking erodes faith. Your followers and connections worry about your reliability — even if it is on a subconscious level. Commit to consistency and you’ll create a solid presence, earn trust, and begin enjoying a meaningful return on your commitment.


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