If You Build It They Will Come Does Not Work In Social Media

If You Build It They Will ComeI am a recovering attorney that made the jump into Digital Marketing when SEO was very new to the legal community. My firm was ahead of the game and retained an SEO consultant to train me and that he did over the course of two years. From there I picked up Social Media, Community management and paid search. Even though I am no longer in the courtroom or wear a suit to work I do keep in contact with my attorney friends. They in turn tap me to improve their online presence or to ask I audit the work of their current SEO or Social Media consultant.

Time and time again I hear this from my attorney colleagues, “Hey I got a Facebook business page and a Twitter account!” I then check out those pages and see zero activity. The Twitter pages utilize the default Twitter background and default member image. They follow no one and do not tweet. The Facebook business page has 10 members comprising their friends and family members. Again, they have zero posting activity.

The “If you build it they will come” theory worked in Field of Dreams, but simply does not work in Social Media for unknown brands. It will not be as successful for well known brands, but Coke a Cola, Xbox and Burt Reynolds can create a Twitter account and still get millions of followers and do nothing (Well maybe not Burt Reynolds, but I like the guy and had to use him in a post). Over time those powerhouses may lose fans and followers, but they will still have sizable support. Of course Xbox and Coke a Cola do leverage their Social Media properties in a very healthy manner.

However, the unknown brands will not create or gain a fan following but just having a Twitter and Facebook page. You must at least do the following:

  1. Add your logo and brand to your Twitter and Facebook business page (customized it to match your website)
  2. Follow or become a fan of other related pages
  3. Engage your users (When someone asks a question then answer them)
  4. Provide valuable content to attract new users and to engage current fans
  5. Advertise your Social Media presence on your website,
  6. Make sure you drive your fans from your Twitter and Facebook business page back to your website
  7. Offer unique opportunities or promotions through each Twitter and Facebook to increase your fan-base
  8. Engage and provide valuable content OFTEN (at least once a week, but preferably more)

The “Social” part of Social Media is just that. You must be social and interact for it to be successful. So take a look at your Twitter and Facebook business page and re-evaluate how you are leveraging those Social Media properties to improve your online presence or increase revenue.


Author: Garth O'Brien provides SEO, Social Media and Community Management consulting services. He can help boost the online presence of a small local business or global enterprise corporations in both Google and Bing.

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