While out for my daily jog last week – feet aching, lungs aching, (everything aching), I wondered why my morning workout routine wasn’t getting any easier.  You see, I started my new running regimen a full four days earlier; so obviously by now, after four exhausting 5Ks (well, let’s say three 5Ks and an anemic 2.5K), I surely would have mastered the 3.1-mile journey with great ease. And yet, clearly, this is not the case.

My question is: After almost 18 kilometers of solid running experience under my belt, why do I not feel like an Olympic marathon athlete?

I, like many people I know, have fallen victim to the high-expectation, low-patience mindset that has seemingly overwhelmed our culture.

This instant gratification mentality is certainly the attitude of many entrepreneurs as they dive into social media marketing. When, after a couple of weeks of random Facebook shares, sporadic tweeting, and an occasional Instagram post fails to catapult them to instant stardom, they’re often left feeling baffled and annoyed, because despite their most Herculean efforts, they unexplainably have not been able to garner more than a few likes, retweets, and followers.

Social Media Marketing must not work.

I tried Instagram.  I didn’t get results.

I tweeted a lot last week.  Why didn’t my sales double?

I changed my profile picture on LinkedIn and I’m still unemployed.  What gives?

What gives?  This is what gives:

The one ingredient that keeps people from reaching their social media marketing goals is the same ingredient missing in most fitness plans: consistency

Social Media Marketing isn’t a short-term tactic.  It’s a lifestyle.

Are you ready to commit?

Here are the areas where you want to be consistent:

• Frequency: How often do you post? Once a day, eight times a day, three times a week?  Guess what! The exact timetable is not as important as being consistent. Sure, you’ll get in front of more people if you are more active, but consistency is what establishes reliability and confidence.  Choose a schedule and stick to it.
• Branding: Make sure that EVERYTHING you post is in alignment with how you want to be perceived: the core personality and tone of your brand. Each time you post something that contradicts your brand, it confuses your audience, and you need to start building trust from scratch.
• Message: Stay true to your company’s philosophy, beliefs, and mission. Be consistent with the type of information you share.
• Engagement: How consistently do you connect? Do you respond to questions in a reliable fashion? Do you thank people whenever they share your information?
• Across Platforms: All of your social media accounts need to have the same photos, logos, and descriptions. Inconsistency causes confusion and distrust. Consistent information across all channels promotes a positive brand experience and allows trust to develop more quickly.

Sporadic and unpredictable networking erodes faith. Your followers and connections worry about your reliability – even if it is subconscious. Commit to consistency in your social media marketing and you’ll develop a strong presence, earn trust, and start seeing a return on your commitment.