Trying to deliver measurable business results from social media marketing can be frustrating. My friend and {grow} community member James Adams has been plowing this ground for some time now and in this guest post shares his personal view of his biggest annoyances …

“Use social media marketing to build your business.” Sure, these are captivating buzzwords, but few understand how difficult marketing through social sites can be until they try it!  I’m learning this from experience.  The truth is that social media marketing is difficult work.  To help minimize the impact of this frustration on the beginning marketer, here are my Top 10 annoyances as I try to market through the social web and a few comments on how I’m dealing with them:

1. Marketing for producing votes – Users of sites like Digg and Reddit rate links, allowing some to soar and others to languish in obscurity. When I found myself trying to write to secure votes and work the system, I decided to re-focus on simply creating quality content in spite of the kind ratings I get.

2. Converting followers – I have hundreds, perhaps thousands of followers: Now what? Followers are not the same as sales leads are they?   I’ve learned to think differently about expectations and conversion rates. Over time, buyers will come, but you need to be patient and accept a low conversion rate as you focus on building relationships, not quick sales.

3. Dealing with spammers, flamers, freaks, and dissenters – I find few things as annoying as having some troll following me around wherever I go kicking up dirt. I found that on some sites you can allow other users to rate comments driving out the problems, but be prepared: some of these people never go away. I deal with them gracefully, ignoring most of what they say and do most of the time.

4. Creating consistent content – Creating content that is consistent and excellent is one of the hardest things I’ve ever had to do as a marketer.  The ideas are one thing.  Finding the time to do it is another.  I handled this by getting on a schedule. I budget my time like I do money and somehow I make it stretch until I can get everything done.

5. Platform pressure – One blog, Facebook page, or Twitter account is not enough any  more …  and you still need to get on YouTube and Linked in. I do the best I can on what I’m doing right now and don’t worry about expanding too quickly.

6. Standing out – It is getting really crowded out here. I find it challenging to be different in social media, especially when you have to sell a legitimate product and be heard above all the MLM and other spammers out there with far more resources than me!  I have tried drawing, promos, and special games and have had some success. Ultimately, I find that participation and real engagement is more important than being cute.

7. Building a brand online – Developing goodwill and brand recognition is challenging and frustrating. I find that persistence is the key; keep at it over time and one day you will wake up at the helm of a well- known, well-respected brand. I’m finding it might be better to consistently show up rather than show off.

8. Finding quality help – Learning the best practices in social media marketing is difficult: most of the free advice out there is what you already know, and paying for training can be perilous with all the schlocky gurus around. I’m finding that identifying some consistently reliable resources like Mark’s blog can be my best teacher.  What resources do you rely on?

9. Leveraging social media for public relations – Even if you don’t sell, you want to find ways to cut through the clutter and  use social media marketing to promote your business. This can be frustrating, but by offering some free advice and real life examples of how my business has made the world better, I have had some success.

10. Putting my brand in the hands of others — If you focus on social media, what happens when your favorite site becomes changes the terms of their conditions, makes dramatic interface changes or becomes “uncool” and goes out of business? What are you going to do when Facebook or another platform gets hacked, bringing your marketing effort to a screeching halt? Remember when MySpace was the ultimate venue? I am learning to buffer myself from the failure of others by giving most of my attention to what Google, Bing, and Yahoo can do for me and owning my content.

So these are some of my concerns and frustrations. As you market on the social web, what are YOU finding out there?

James Adams covers the latest gadgets and tech announcements as well as writing detailed reviews of hardware like the CLI-521 at an ink cartridges supplier based England.

Illustration: toothpaste for dinner.com
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