Blogging Commandment 6 – Use Social Media Wisely

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Blogging Commandment 6We’ll keep today’s post short because I’m sure you already know why wise use of social media makes sense. This commandment is violated more than all the rest, so make sure you pay attention.  By the way, if you landed here because of a social media link, you’ll appreciate the irony of my advice.  Ok, let’s get started.

I recommend an arm’s-length relationship with Social Media tools – for now at least.

Not because I dislike Facebook, Twitter, Google+ and the others, in fact I rely on them to spread Pushing Social’s message. But, I also know that social tools can entice you into being “busy” rather than being in business.

For example, I’ve watched many people build a healthy following on social networks, but can’t get anyone to actually pay for their advice or product.


I believe it comes down to a simple social truism – friends make for bad customers.

Friends will hang out, play Xbox, compliment your writing, and trade hugs and kisses via Twitter.  That’s all.  They value your input but paying for it is something else entirely. The reality is that social tools are great at forming friendships but not as good at creating customers.

This is why many new clients come to me with a laundry list of “supporters” but lack a list of customers.  This isn’t the social tool’s fault.  Mark Zuckerberg isn’t driving away your customers.  Twitter isn’t hurting your business.  The truth is that the opportunity to “engage” is preventing you from executing.

Try this:

1. What are the three reasons why people buy your products and services?
2. What is your most effective marketing strategy?
3. How long does it take for a web or blog reader to convert into a subscriber and a sale?

Even more important…

4. When is your new product or service launching?
5. Describe how your lead magnets convert “strangers” into True Fans?
6. Outline the specific steps you take to develop a customer?

Now let’s put a fine point on this…

What is essential to answering these six questions –  your tweeting schedule or content creation?  If you were forced to pick one task a day to build your business – when would you jump on the social networks?  Yep,  probably last.

You would:

  • Build products.
  • Create Offers
  • Create lead magnets (I call these Expert Products)
  • Grow your email list
  • Develop your email follow-up campaign
  • Refine your blog creative and message
  • Implement your editorial campaign
  • Enhance your marketing strength with an editorial campaign

… and then share what you’ve found, learned, and created on the social networks.  You’ll find that your audience will grow quickly filled with people genuinely interested in your services and products.

About Stan

Stan Smith is the Managing Director of Pushing Social a content marketing consultancy for aggressive, results-focused organizations.

11 thoughts on “Blogging Commandment 6 – Use Social Media Wisely

  1. Pingback: Why Methinks Creative Content Will Forever Remaineth Thy King

  2. Brad Smithson

    Most of the times, social networks and marketing are not properly utilized in many online businesses nowadays. Merchants ought to realize the importance of each concept and how to connect it for the progress of their own business goals. Terms and services are frequently violated even more. There must be actions to be taken in order to have more precise understanding of social media works.

  3. Derek Fischer

    You’ve hit the nail on the head when you point out that social media friends make bad customers. People go onto social media to socialize and so the key to using it for marketing is to find ways to get them off of Facebook and onto your own website where their mindset is more likely to be in customer mode. Too many businesses don’t understand that social media is only the gateway for bringing new customers to your real business site and waste their time on hard sell campaigns that will very likely never return much value for their money.

  4. Craig McBreen

    Hi Stan,

    Great advice and I’ve taken a step back from social and, ahem, comments ;) Seriously, working way more on integrating solid business into the mix. The social media vortex is downright evil. All that sucking power.

  5. Pingback: Marketing Day: February 12, 2013

  6. Stanford Post author

    Interesting point Jennifer.
    I wonder, however, if the big guys are realizing that social media is a fool’s errand without solid products, services, and remarkable content to share. Big businesses need to be extra careful to make sure that their products and content align with their social channel. Brands and customer service benefit from social media when the brands have a clearly articulated story and customer services is backed-up by a customer-centric processes and culture.

  7. Jennifer

    I won’t lie, at first I found this post very surprising. Everything I have been reading focuses on how businesses can utilize social media and how you’re missing out if you’re not being active. I feel like this article might be well geared towards small businesses though. For big brands with big images to uphold or to better, I think social media is an important and essential outlet for them to manage their brand and customer service. For small businesses though where truly every minute counts and costs them, social media might be something that you need to work up to and I think the steps you laid out show how it can eventually become productive for them. Thanks for the insight!

  8. Ryan Hanley


    Taking a step back from being “Active” on social media and refocusing on producing content that actually has an affect on people (i.e. blog post, eBook, podcast, video) has drastically increased the quality of my work product.



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