I just bought a house, so there’s been a lot of painting going on lately. Inevitably, painting and social media seem to meld in my sleep and I dream about social media painting tools. Actually, I think there is a parallel to be made between home improvement and “getting started” with social media.
It’s been a while since I needed to paint walls. Not so for my mother, “miss DIY”. She introduced me to two new tools, the edger… and whatever the other edger thingee is called. One has little wheels on it and you put it up to the edge of the adjacent wall, and ta-da, a perfectly clean paint line. I thought it was the coolest thing ever. I couldn’t wait to use it! My husband, on the other hand, was a bit more apprehensive. He likes hand painting the edges with a small brush, like he’s done for years. I think that process is slow, it leaves a different texture on the wall, and you make more mistakes.
So I went off to work with my cool new edger while he tackled the other walls, brush in hand. I quickly realized that no matter how good or capable the tool is, if your wall is crooked you still end up with a crooked paint line. The same bumps you encounter with the brush are still on the wall for the edger. You just make the same crooked line with a different tool. Needless to say, I was too quick to assume the latest tool would perform miracles, although it did a really good job overall and saved me time. The next time we painted, my husband used the edger, and I cleaned up the problem spots with a trusty old brush!
I think it’s easy to see where I’m going with this. We can all get caught up with the latest social media tools, or the latest networking sites, forgetting that they are just that, tools. They’re not going to work magic for us, and we still need a plan with objectives, tactics, and a way to measure success (or learning opportunities!) We can’t start engaging our communities with social technology by just creating a Facebook account, and launching a social media strategy requires as much consideration of planning, execution and reporting as other, more traditional strategies (though perhaps not as much as an ERP replacement!)
So let me talk about our “painting strategy”. My husband and I didn’t start off by opening a can of paint in the middle of the bedroom!
- We knew why we wanted to paint the bedroom (the existing paint was old and dingy). What objectives are you trying to accomplish by using social media? What is your mission?
- We knew what brand of paint we wanted to use: we’d used it before successfully. What are you doing now to build relationships with your communities, and how can social media compliment that, not replace it?
- We picked “moderate” colors because we didn’t want to tire of them in a year. Are your social media efforts simple enough to achieve and measure, or will you still be working on them this time next year?
- We planned to paint the rooms in a specific order and coordinated our unpacking around that. Plan your social media rollout so you can actually manage it instead of being overwhelmed by it. Coordinate it with other efforts you are making to reach the same goals: email campaigns, print mailers, community events, etc.
- We got the right tools needed to get the job done. What sites will be more appropriate to reach your audience? Are they on Twitter or on Senior.com? Will you need mobile apps? Do you need to manage multiple accounts at the same time?
- We put on two coats and retouched the edges till we got it right. Or at least pretty close. Let’s face it, the previous owners left their presence on the baseboard. You don’t have to strive for perfection, just know what your goals are and be reasonable about reaching them.
- In the middle of all this, we bought a can of paint that was too dark, and exchanged it. We loved the color, but knew it would not work with the overall room. Don’t get stuck doing things one way: evaluate as you go along and make changes where needed.
Lastly, I should mention that we also put down some plastic in case we made a big mess.
I feel a whole series of home improvement/social media blog posts coming on! If you enjoyed this one, pass it along.





