Digital Darwinism is simply the inability to evolve faster or at the same rate as the digital world. A prime business example of this is Blockbuster, who refused to listen to the collective implosion that was brought on by a mass amount of consumers exiting the store on their way to downloads, streams, and of course Netflix. Keeping up with digital developments is a race most traditional business owners never thought they would have to run in, but alas that day is here and survival of the “fittest” shall prevail yet again. Knowing this then, how does someone even begin to learn about and get involved in social media? How does someone know if they are using it properly? And how can they ensure they’re not hopping on a slowing trend train?
There are many companies now that were built and developed specifically for this purpose; they handle your social media presence for you. This eliminates the issue of having to teach an “old dog new tricks”, however that old dog might have to at least monitor the activity to ensure the company they hired is taking them in the right social media direction. For those who don’t want to outsource something that potentially could be a make or break in their companies marketing, what do they do? Here are a few tips to get started, and reduce the likelihood of death by digital Darwinism.
Do your research.
The best site I have found so far that gives me up to date information on social media products and trends is the Social Media Examiner. Smart Brief, Forbes, or INC. are also great. Take the time to read these articles and really understand what the message is. Some people find that the hands on approach is also great, so when you read about an app or program you think is interesting or might be useful, go try it! You can always cancel the account later on. And if you’re not using it you should close the account to ensure both you and your customer don’t get confused.
Don’t overdo it.
There is nothing worse that overwhelming yourself straight out of the gate. With a new social media site or program popping up weekly these days, it’s hard not to want to get involved with them all. Especially, with the intention that you will compare the usefulness of several programs and decide which will work. But how accurate will your analytic evaluations be if you are unable to devote the proper amount of time to each social media branch?
Make it relevant.
If you are a business that doesn’t need their location to be known in order to generate revenue the why would you waste your time running a FourSquare campaign? Take a look at the purpose of each social media branch and make sure that it fits into your business type or model, your business plan and of course your audience.
If you don’t like what you are doing then you will never do it right. If you find Twitter to be chaotic or noisy and don’t like participating in it, then you won’t do it properly and it won’t have an impact; so why do it at all? Getting frustrated only ruins your day, makes you resent the attempt to grow, and convinces you this new wave of media and marketing is useless, when it simply isn’t.
Along with these tips on how to avoid digital Darwinism, look to Brian Solis’ The End of Business as Usual, which gives (in all meanings of the word) great insight into how businesses need to adapt in order to prevail through the social media wave.
Once you get started don’t forget how to learn how to avoid social media overlap.