It’s hard not to notice all the local AND national brands/businesses out there in social media land that just don’t get it.

For instance, on Twitter I see many well-known businesses and organizations who have apparently just given up completely. Typically, they haven’t posted a tweet in 2 months or longer and they don’t follow back or engage. It’s like they tried it, didn’t work…moving on. Giving up is the easy thing to do.

A popular song by Journey suddenly pops into my head…”Don’t Stop Believin’”

Here’s the chorus:
Strangers waiting, Up and down the boulevard
Their shadows searching in the night
Streetlights, people, Livin’ just to find emotion
Hidin’, somewhere in the night

Very appropriate lyrics. They’re hiding somewhere in the night…waiting on “the boulevard.”

With so much hype surrounding social media, it’s easy to understand how a business can set up a Twitter account, post a few tweets and then wait patiently for the social media tooth fairy to arrive with thousands of new potential customers…only to be disillusioned when nothing happens.

Sorry, but it doesn’t work that way. Social media is just like anything else. You get out of it what you put into it. Take some time every day and do a Twitter search to find interesting people to follow and by all means, follow people back. You don’t have to follow everybody back, but you should check them out and follow those that make sense to you.

Most importantly…engage. One of the best ways to grow your audience is to participate in pertinent conversations and provide interesting information to your followers. Do a hashtag search related to your business or industry and get in there and mix it up.

Don’t expect a glorious appearing of new business in the first month. But, do monitor your analytics closely to see what’s working and what isn’t. Keep monitoring, managing & tweaking the process and you will see results. Above all, “Don’t Stop Believin’”!

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