What is the Yin Yang of Social Media Marketing?

yin yang

By Kathi Kruse

Noth­ing in the uni­verse is totally Yin or totally Yang. Yin con­tains seeds of Yang and vice versa. Too much of one can weaken and con­sume the other. Your Social mar­ket­ing energy should be spent on mak­ing sure you have a nice bal­ance of Yin Yang.

Here are 4 exam­ples of a Yin Yang imbal­ance in your Social Media mar­ket­ing and what you can do about it:

1. Broad­cast­ing.
Shout­ing mes­sages about your products/services rep­re­sents too much male prin­ci­ple. Add a strat­egy of engage­ment and con­cen­trate on build­ing rela­tion­ships with your con­tent. Evok­ing emo­tions is the key to suc­cess­ful mar­ket­ing. Prac­tice active lis­ten­ing and fos­ter mutual understanding.

2. No Con­tent Strategy.

Post­ing unin­ter­est­ing or non-strategic con­tent with no focus on your brand is too much female prin­ci­ple. Add con­scious cre­ativ­ity – design and exe­cute a con­tent strat­egy that increases engage­ment, leads and sales.

3. Tools, Tech­nol­ogy and Algo­rithms.
Believe it or not, there are those who spend hours in tiny rooms focus­ing on these three com­po­nents of Social Media mar­ket­ing and believe they are mar­ket­ing. Of course, these ele­ments are cru­cial to any mar­ket­ing endeavor but where’s the human-ness? Every sale begins with a con­ver­sa­tion. If you’re not par­tic­i­pat­ing in con­ver­sa­tions, you’re not selling.

4. No ROI.
Social Media is more than just post­ing Face­book updates, tweets and blog posts. You must have clear objec­tives and take time to mea­sure your results. When you can tie your results back to your objec­tives, you have return on invest­ment. Con­tent with no direc­tion = too much female. Spend­ing the bulk of your time on tools and tech­nol­ogy = too much male.

In work, life and Social Media, imbal­ance causes dis-ease. Your body tells you when you’re out of bal­ance by sig­nal­ing pain or dis­com­fort. Your cus­tomers tell you your mar­ket­ing is out of bal­ance by choos­ing your com­peti­tor. Spend time get­ting right with Yin-Yang. It’s a proven sys­tem that’s thou­sands of years old. Every­thing old is new again.

Get in touch with Kathi Kruse, founder of Kruse Con­trol via the con­tact page on her website.