Category archives for

– Social Media Marketing –

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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The Curse of “Can”

by · March 27, 2014

In my job at SME Digital, I get to talk to some of the world’s best brands to help them focus, expand, grow, enhance, develop (or all of the above) their social strategy. And in doing this amazingly awesome job for these really cool companies, something struck me lately that might be causing a really big problem in our ever-evolving digital world. I call it the curse of “Can”. We are all so busy asking if we “can” do a new social promotion or mobile application or content marketing strategy, that we rarely ask if we “should”.

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The Big Secret to Social Media Engagement Which Nobody is Talking About

by · March 26, 2014

Some social media accounts get all the action, don’t they? We’re familiar with statistics about how half of the world’s wealth is held by a very rich one percent of the population. I think it’s quite similar in the social media sphere; I’d hazard a guess that one percent of Twitter users get more than half of all the engagement on the network.

Take this chap for example. Ed Sheeran has no less than 9.1 million followers. He’s nowhere near the most popular account (he comes 89th in the top 100 most popular accounts). So what does our Ed do to get engagement? It has to be something interesting, right? Well, no. Not exactly. Take this for example:

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Is Hard Work What’s Holding You Back From Success

by · March 25, 2014

It seems counterintuitive doesn’t it? As children we are taught that if we work hard, we can achieve anything our heart desires. I’ve taught my own children this very lesson and would argue that all of my success in life has been the result of hard work. But is it really? Was it the hard work? Or was it finding something that I am the best in the world at?

These are the thoughts I’m exploring in my own life and I’d love to share them to get your perspective.

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The Great Facebook Swindle And What To Do About It

by · March 24, 2014

As if we didn’t expect this would one day happen, Facebook is apparently about to blackmail brands even more so than they have to date, ratcheting down organic exposure of brand page content to 1-2% at best. Valleywag reported it last week based on an anonymous and internal source with Facebook marketing. It has since been reported by the likes of Time and others.

Ogilvy & Mather has even tested and found that organic brand page content on Facebook was exposed to about 12 percent of those that “Like” the brand in October. That number dropped to six percent by February. Facebook is basically eliminating the chance your brand’s content will be seen by your Facebook fans. Unless, of course, you pay to have it exposed.

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Social Media Is For Everyone…

by · March 19, 2014

Social networking can be pretty great for your business. It lets you communicate with your potential clients, build your brand image, and it shows you’re really cracking at keeping up with all that modern technology lark. It’s definitely something like that at least.

The problem is that there’s not just one or two social media channels which you can turn to in your hour of need, but a whole heap. They don’t all do the same thing, even though they might share similar features, and just because one is more widely adopted than another doesn’t mean that that should be how you decide. According to Wikipedia’s fairly extensive list, there’s more than 300 active social networking sites – and you can be pretty sure that that isn’t exhaustive.

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Are Google, Facebook and Twitter the Reason Mass Surveillance is Possible?

by · March 18, 2014

Edward Snowden’s interview at SXSW was likely the most talked about, debated and controversial session at SXSW this year. Regardless of how you feel about Snowden’s disclosure of the NSA’s surveillance program, the session raised some very profound questions that are worth talking about. Before we can get to those questions, I’ll set the stage with some background from the conversation.

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