Social media usage now is at the same stage Internet usage was during the late 1990s.  Many businesses, entrepreneurs, and nonprofits are already using it, but not many are taking full advantage of it.  Too many current users treat social media channels as an online billboard, pushing their message or "content" out to an unreceptive audience.

Those that do this are missing the point; social media marketing should be a two-way conversation in which the marketer does at least half of the listening.  The goals of a social media marketing campaign include

• Increasing your visibility

• Strengthening your bonds with your target audiences (note:  most organizations will have more than one)

• Growing your number of qualified leads, which will lead to higher revenues

Here's how I would typically work with a prospective client:

• The process begins with a 10-15 minute phone consultation.

• If we both want to continue the conversation, we'll schedule a one-hour interview, during which I'll ask you about your short-term (next 12 months), intermediate-term (1-3 years), and long-term (3+ years) goals.  This discussion will allow me to better understand both your business and your current challenges.  We'll also discuss the time and resources you have to devote to social media marketing.

• If we both agree to proceed, I will do the following:

• Create your social media marketing strategy

• Set up and implement the elements of your strategy, which includes any necessary training

• Provide you with ongoing support, which includes monitoring, evaluating, and modifying your strategy as necessary.

• If your social media marketing campaign requires an element that I don't provide myself (e.g. - interactive digital signage for a storefront), I have an extensive network of other service-providers here in the New York City area I can call on.  If you have service-providers you're already working with whom you're already comfortable (e.g. - your website developer), I am happy to coordinate my efforts with theirs.

• I prefer to meet with clients face-to-face, but I can certainly work with clients who aren't located in the metropolitan New York City area.

Scott Swanay - President & Chief Sherpa