Storage Wars teaches a Social Media Lesson

I have a guilty pleasure.

And I’ll admit it right here.

I am hooked on a TV show called “Storage Wars” on A&E.

A group of “auction hunters” bid against each other to buy abandoned storage units for the right to resell what’s in the units.

It’s a roller-coaster ride into “how-do-they-live-like-that?” land.

You never know what kinds of crazy things are going to happen – or what’s going to show up inside the abandoned storage units.

And while it looks like they are taking big chances each week, Barry Weiss (my favorite hunter), Darrell Sheets, Jarrod Schulz and Brandi Passante, Dave Hester and the other auction hunters have the experience and savvy, as well as the assistance of outside experts, to minimize their exposure in what can be a risky business.

Without experience or assistance, they could be throwing away money, or being forced by another bidder to compete in an unknown arena.

Starting out in social media can be a little like that – not knowing which tools to keep and which to throw away. Not knowing the best way to use what you have. And not knowing how to fit them into the life of your business.

Just as in picking lockers, success with social media depends on what you are looking for and how committed you are to achieving your goals.

If use of social media tools isn’t integrated into the overall communication plan for your business, you risk wasting time and money on bad instruments.

But for many businesses and not-for-profits, success in social media can mean the difference between being a competitive leader and being tossed to the curb.

Social media tools work best when they are matched with a strategic communication plan — one that is directly tied to corporate goals. If it doesn’t build the brand or support the bottom line, why do it?

And without a cohesive plan, you might end up losing as badly as Barry did in Hollywood.

—   Pat Dowd

Photo via Storage Wars website