This week I’ve read scores of articles and blog posts listing year-end social media resolutions, tips, tricks, best/worst strategies and more. On the cusp of the New Year, it’s normal to look back and look forward, but the trend is more than a little overwhelming. That’s why I’ll make it easy for you; there’s one thing you should resolve to do in your social media efforts, one word that runs through all of 2011’s best practices and will be part of every single social media success story in 2012.
That word is engagement.
Perhaps it’s not earth shattering, but in 2012, individuals and brands can no longer afford to just “be on” social media. Using social media platforms to simply broadcast a message is unacceptable; those who put effort into building their communities will (and already do) matter more than the ones that are only interested in selling and promoting.
I’ve said it before and I’ll say it again: you can’t do social media well without being social.
Lose your automations. Give credit for your inspirations. Follow/friend/circle liberally…but not so liberally that you miss potentially interesting content. Listen more than you talk. Show gratitude. Be serious without taking yourself too seriously.
There are hundreds (thousands?) of social media platforms, and it’s likely that 2012 will see the birth of many more. With a million channels to connect, it’s easy to forget that there’s only one way to build something that matters. Engage and you will reap the rewards.
Happy New Year, friends. I hope to hear more from you in 2012 than you hear from me…and I wish you and your families happiness, health and success.