Social Media and Welcome Signs – Observations from the Road

Have you ever thought about ‘the thought’, if any, that goes into the “Welcome to…” state signs? I think that the answer is probably “not much” for most of us. That’s what I would have said until Monday, when I crossed into Connecticut on my drive from Portland, ME to NY.

What is the purpose of the sign? Is it merely something that marks a border? Or is it a communication? If it’s a communication, it’s a marketing tool – a branding tool. And if so, most states are missing the boat.

I would suggest that the Welcome Sign is a first impression. It’s an opportunity to set a tone – an image in visitors’ minds – customers’ minds – of what is waiting should they stop and spend time (and money) in Connecticut.

State welcome signs are a communication tool. The Connecticut sign seemed cold, business like, technical. It didn’t feel welcoming to me at all.

Maine’s isn’t that much better, and I may be partial because I live there – but the “The Way Life Should Be” makes me FEEL something. Not only that, a few yards down from this sign you see another: ” Maine – Worth a Visit… Worth a lifetime…” Clearly a calculated marketing communication. (sorry, no picture of that one)

Ok, that being said – let’s draw the analogy between the Connecticut Welcomes You (or your state) sign and social media. The fact the sign may not be doing the best job for the state is likely not the ‘fault’ of the person in charge of the sign. It may be the ‘wrong’ person in charge of the sign.

What would I ask Connecticut?  Who is responsible for the ‘welcome’ signs within the state? Is it someone who is:

1. In marketing or with other communication responsibilities? or
2. Experienced at and responsible for maintaining highway signs and markers?

Who have you turned to help you / your business leverage social media?

Is it a IT person? A web designer? An SEO specialist? A blog ghost writer? A young person that “gets” all this new Web 2.0 stuff?

Make sure you turn to the right person / people with the right skills to orchestrate and manage your business’s online, social presence. Don’t expect a web designer to understand marketing strategies, nor a marketing strategist to understand what FBML code to use to make your Twitter feed show up on your Facebook page.

Who’s representing you in the social media sphere?

For the Record:
I am not an internet sales person or an internet marketing person. I am a marketing professional. I don’t design Facebook pages or websites, I don’t code websites or shopping carts or run reports that show the top keywords you should use.

While I can make all these things happen, my role is to help you to make sure your website, your blog, your Facebook page, etc. targets the right people with the right messaging so they:

1. visit, read and fan your sites,
2. share information back with you when appropriate and
3. likely turn into a client.

In other words, I advise, coach and teach how to build relationships with people online so they get to know, like and trust you, your product and your website / blog so it accomplishes the goals you set for it’s existence.