Summary: A lot of people think the goal is to get likes and engagement, but when it comes to the best use of social media in business, conversations and conversions are the metrics that matter. That's what results in sales. The rest are vanity metrics. Those who think it's all about views and clicks might be missing the point.<br> <br> <br> <br> David: Hi, and welcome to the podcast. In today's episode, co-host Jay McFarland and I will be discussing the best use of social media in business. Welcome back, Jay.<br> <br> <br> <br> Jay: Hey, thank you so much, David I feel like this is one of those areas where I don't feel confident in myself, but I'm not in a position yet where I'm going to hire somebody to do it.<br> <br> And so, it's hard to get motivated every day, because I know it's an important part, especially in my business. Most of our leads come from the internet and social media, so it's like I don't know that this is something I should be handling myself.<br> <br> David: I think a lot of people feel that way, and for many of us, social media can be a huge distraction.<br> <br> And in some cases, like, well, the best use of social media is to keep it turned off if you have to actually get things done. But there are benefits to it when it's used properly, and part of our Total Market Domination course involves working with our clients to help them through the best forms of first contact with a new prospect.<br> <br> And one of those methods is social media. I mean, you can be doing it via cold calls, you can be doing it via networking events, direct mail, lots of different ways to initiate first contact with a new prospect. But many people like the idea of using social media, particularly because it is a one-to-many method of reaching people.<br> <br> You can post something on social media one time, and hundreds of people could see it, or thousands of people could see it. And so it allows you a great deal of leverage much more than if you're making one phone call at a time or meeting one person at a time. So there are definitely benefits to utilizing it.<br> <br> And of course, with the benefits come the flip side, the detriments that go along with it in some cases. And so one of the things that a lot of people seem to struggle with is that they go onto social media with one purpose and they end up doing 10 other things that they didn't plan on doing when they got in there.<br> <br> And they don't end up doing the thing that they actually wanted to do. And so a lot of it, I think, boils down to the fact that we're not sure what to do. In a lot of cases. We're not sure, well, what should I post? What should I say? What should it be designed to do? And there's so much talk among so many people about creating content, and I've done classes on this.<br> <br> The fact that content is kind of a misunderstood word. If you think about what is content? Well, content is whatever's in something, right? If you've got a bag, whatever's in that bag is the content. Could be something good, could be something very bad, right? But whatever's in the bag. So if you think of it like that and you say, okay, I have to create content.<br> <br> Well, yeah, but you need to do more than just content. You want to make sure that whatever it is that you're dispersing to the masses has enough value for people that they say, wow, that was actually worthwhile. That was worth my time. So a lot of what we focus on in the communication aspects of what we do with our clients is related to how do we do that?<br> <br> How do we create value in our communications? And I know I'm sort of rattling off all kinds of different things that could be entirely different podcast subjects. But coming back to the idea of the best use of social media, if you think about what it is, I mean, I've got an idea of what I believe it is.<br> <br> Do you have any thoughts on that before I spill t...
