Category archives for

– Social Media Marketing –

Scenes from the On-Demand Generation

by · April 17, 2014

The next generation of customers will be very different from today’s boomer or X-er. You may remember a piece I wrote about this new group – The On-Demand Generation. The oldest among them are on the cusp of tweendom and even more so than the Millennial generation, this group has no capacity to understand waiting and they want to be really involved in content creation. This reality was brought home for me at the end of Spring Break this year. On our last day, here was the exchange:

Son: “I cannot wait to be home again”

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Facebook Doesn’t Suck, Your Strategy And Attitude Does

by · April 16, 2014

Fellow marketers, quit crying about your organic reach suffering from Facebook’s ever-evolving (and predicted) shift to the pay-for-play sandbox. We all know Facebook is a public company with a fiduciary responsibility to earn profits. Boo hoo! We also know advertising costs are rising while organic results are falling.

We saw this day coming. But the fact is, advertising by promoting a post from your brand’s page remains reasonably priced. It’s very targeted, and it’s easy to set up. Don’t believe me? Spend $47 anywhere else to advertise and tell me if, for 65 cents a click, you reach nearly 15,000 targeted people as I did this past week for one of my clients. That’s an absurd return – OK, not absurd– but it’s pretty damn good for less than $50.

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An Apology To Brands On Behalf Of Social Media Experts Everywhere

by · April 14, 2014

They don’t all know it yet, but social media experts, promoters, advocates and douchebags everywhere owe brands an apology. Granted, we were well intended when this whole thing started. We thought we were doing you right. In many cases we were. But as time went on and the industry matured, some of us saw the *slight* error of our ways.

It seems that brands have been mistaken about how human they can be. They’ve been convinced, by us, that they too can earn a never-ending stream of comments and likes and re-tweets and shares and thumbs up and so on. They too can just sit and write a little Tweet or Facebook post or blog entry and, for absolutely no more money or effort have hundreds or thousands of people see, read, react, respond and refer.

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Facebook In Its Final Days?… Maybe Not

by · April 11, 2014

The eulogy for Facebook has been written. Its death has been predicted for months now. However, as a member of the Millennial Generation who uses Facebook on a daily basis, I think we may be premature in our prediction of Facebook’s doom. To be sure I wasn’t the only Millennial still avidly using Facebook, I surveyed 50 of my college peers, ranging from ages 18 to 24.

My findings prove that this social media giant, at this point, is still far from the digital graveyard where MySpace and its ilk rest in peace. You may be surprised to hear that Facebook outranked all of its competitors as the most frequently used platform by participants.

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Pumping the Brakes

by · April 10, 2014

We’re a competitive bunch, aren’t we? Always in a race. Somewhere. Anywhere. We love being first. We are in a hurry to be first. Always. Endlessly. We are always trying to be first, predict the future and beat our competitors to whatever we predict the next big thing will be. We do it in social all the time. We seem to covet this action. Got to be the first on the latest social platform. Need to be the first fully scaled social selling organization. We even race to be the first to RT something or comment on something.

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The Social Median: Balancing Aggressive and Passive Online Marketing

by · April 9, 2014

As social media continues to take the marketing world by storm, specific strategies have begun to emerge and the marketing world is starting to take note. It’s true that most companies these days establish their presence on social media and other facets of the online world; it’s a rarity for companies to shy away from it. But they don’t all utilize the same techniques, which explains why some business owners and corporations put more weight on it as a marketing strategy than others.

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Marketers: Put Down the Fire Hose!

by · April 3, 2014

I recently attended a training session on effective messaging, led by Oratium, a team dedicated to improving communication. (Disclaimer: I am not affiliated with Oratium, nor will I receive any compensation for this post.) The two-day event left me with a lot of great information, but what really resonated with me, and I hope will stick with you is: stop fire hosing. Stick to key messages and communicate them in a way that your audience will receive them.

As marketers, we have so much information we want to share, but to be effective we need to stop blasting a bunch of information at people in hopes of something sticking (preferably the most important point).

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One Size Fits None

by · April 1, 2014

Houston, we have a problem. The problem is one of plenty. In fact, we have too much. Too many things to choose from. We have too many channels and networks. Too many opportunities to communicate with our customer. Too many places in which to put our messages. We’ve all seen the graphic that illustrates the mind-blowing number of social media marketing channels. If you add in all of the digital platforms as well, it is enough to make you run screaming from the room.

And when we have so many options one of (at least) two things will occur. We will either become paralyzed from all the options and stand there like we do in the cereal aisle, or we will race and cut corners. Either option is ill advised.

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The New Buzzword That Is 100 Percent Bullshit

by · March 31, 2014

If I never hear the phrase “social selling” again, it will be too soon. It seems now that the hippies have come around to understanding they can’t sell social media to the C-Suite based on joining the conversation and singing “Kumbaya” alone, they’ve gone out and invented a hip new catch phrase to cover their butts.

As terms or catch phrases go, “social selling” is almost as much nonsense as “collaborative economy,” though my thoughts on that one will have to wait for a longer, more detailed explanation, one I’m sure will get Jeremiah Owyang’s panties in a wad since he’s one of about one person on the planet talking about it.

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