The story of a botched restoration of a 19th century Spanish fresco became something of an internet sensation last week. I have to admit to having a hearty laugh at the result of the amateur (but clearly well-intentioned) attempt to restore the painting. (If you haven’t read about it yet, check out this article on the New York Times site for some background).
So what does this have to do with social media marketing? One of the questions I get asked all the time, is why should we use an expert to help us with our social media stuff? Isn’t it free? Can’t I figure it out on my own? Why should I pay to have someone help me with this?
I always let people know that they are welcome to go their own way, so to speak, and let them know my primary piece of advice about their strategy is that they are able to clearly answer the question “why are we doing this.” This bit of advice is like my parting gift, as I think it’s the most important thing to consider when you are creating a social media strategy.
I also let them know that there is immense value in getting a good start, using the tools wisely, creating custom reports that can help track the value each tool is adding to the business, and knowing how to use each tool instead of learning on the fly. There is great value in looking before leaping for almost every business. There is clearly a place for experimentation and trial-and-error, but a focused approach and clear guidelines for the business and employees make these efforts more valuable. The difference between a campaign that has intention behind it, and a campaign that has no direction can be gigantic.
So, you are welcome to go on your own, like the well-intentioned but under-skilled woman that restored this painting on here own, or you can opt for professional help. It’s really your call. I obviously strongly believe that the right call is to get someone who knows what they are doing to help you, as I built Good Stuff Communications on the assumption that people need help with this stuff.
What do you think?