The Parallels of Social Media Marketing and Mountain Biking

by Matthew O'Brien on December 6, 2011

Some of the best mountain biking trails are in Arizona. As a social media marketing professional, I find many parallels between the challenges of mountain biking and creating social media marketing for our clients. For most businesses, social media is an exciting but somewhat unknown component of their overall marketing strategy. It’s like being a beginner mountain biker and having the basic skills to take the right path but not knowing enough to turn when the path becomes accelerated or full of twists and turns. To make sense of social media, businesses need to work out their marketing strategy to see benefits.

A business cycles through three basic social media components between launch and refinement:

  • Selecting the tools and technology to use
  • Determining the services that those tools support (e.g., listening, publishing and reporting)
  • Determining what you can do in-house and what you need help with

With mountain biking, these three components are:

  • Selecting the right mountain bike
  • The necessary add-ons (helmet, gloves, lights, pump, etc.)
  • Riding solo, finding experienced riders or hiring a guide to support you on the trail

In both cases, it is all about engagement. No books, videos or seminars replace hands-on experience. You will never feel 100 percent comfortable, and every new trail and turn brings a new set of challenges and need for quick decisions. You often feel exposed to the elements and strive for a sense of security and reassurance that you are doing things right. If you’ve ever started a business, you know this feeling all too well.

Read the rest of the story in Scottsdale Airpark News Marketing Toolbox

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