When working with business both in Hawaii and around the world, clients are often interested in jumping into social media. The conversation usually starts with a social media channel and how they can jump into it (e.g. “My friends told me about Facebook and they think it is the best way for me to reach potential customers. How can I get started?). Clients arrive with a correct answer to the wrong question. They are starting with the solution instead of focusing on the problem at hand.
During the first meeting with a client, the first step that we take is to forget about their preselected social media channel and analyze what is the challenge or objective that they want to tackle. After taking this step back and concentrating on strategy, I surprise my clients in making a recommendation for email. Here are a couple reasons why.