And why you better do more than just “build it.”
Kevin Costner and Bob Costas recently did a special on the MLB Network looking back at the movie “Field of Dreams” 25 years later.
Yes, it’s been that long, and yes, it’s still an amazing film.
The movie was/is a classic and so was the catch phrase it gave life to; “Build it and they will come.”
Some things – like the movie – transcend generations. Others – like the catch phrase – do not.
Today it’s crucial for successful businesses to build a strong digital footprint; Web site, Blog, Social Media… but it’s not enough just to build it, you have to work it.
A strong digital footprint doesn’t mean a big digital footprint. It means owning a series of platforms you can maintain with integrity and regularity.
There are Social Media companies that will tell you to create as many Social platforms as you can. For the blink of an eye that might have been a good strategy.
It’s not any more.
Own what you build
Quality over quantity is the heartbeat of Google which makes it more and more vital to claim a few platforms and do them very well than to have a lot platforms out there you aren’t paying any attention to. In fact that scenario can count against your search engine rankings.
Most companies know at a minimum they need a Facebook page compliment their Web site. They might even buy into a Twitter account. Those who really get it will include an Instagram, Pinterest, YouTube and Google + account.
Typically what they don’t know is how to use them in order to engage and interact with not just their own fan/client base but other industry leaders as well.
They know they need to build the field, they just don’t understand how to strike up a game.
Don’t just throw the ball at people, have a game of catch
When it comes to digital media, it’s an invaluable mantra; “It’s not about broadcasting anymore, it’s about engagement.”
Nobody wants to look at your roadside billboard or your full-page newspaper ad. They want to interact with you and they want to know you’re paying at least as much attention to them as you hope they are to you.
Because it’s no longer about the players on the field. It’s about the people in the stands, the vendors selling the hot dogs and the people who help you park your car.
Provide useful regular content, help others spread the word about what they’re doing and you’ll find – if they’re doing it right – they’ll do the same.
So yes, build it, but grab your ball and glove. Play nice and you might be surprised at how many people come.
For further tips on the subject check out this article from the kids at HootSuite.
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