I was recently chatting with a friend of mine who's a high-level exec in their respective industry.
They were expressing some disappointment with the way a new product has been received since its launch.
My response (as always) "Well, what have you done on social?"
(LIGHT THE FUSE!!!)
The reply was quick, frustrated, annoyed, untrusting, frazzled, burnt-out, and old-schooled:
Digital billboards, ads on other sites... SOCIAL is not doing anything for us."
The soundtrack of my mind was blaring Carmen Burana's "O FORTUNA" <-- Click Link, Vol=10
It took every fiber of my being to fight the urge to drop serious knowledge & numbers.
I like the person - I truly do, but in that moment, it got very primal.
I was a hungry predator and I saw the easy target of wounded prey.
So I dialed back my surging intensity, shrugged my shoulders, offered a small token of opportunity I had and carried on with my day. When I got back to my office later, it took me all of 60 seconds to discover why the social was not working: I found a friend profile riddled with links that show no clear direction, no intention, no strategy and the worst thing: No Product "Like" Page. None. Zero. Non-Existant. MIA.
Of all the great info that came from Social Media Marketing World 2017, one of the most stunning take-aways for me: 7% of businesses & pages on Facebook are actually advertising on Facebook!
Many businesses, organizations & public figures continue to miss the mark when it comes to harnessing the true power of social media. I see it every day and it makes me cringe.
I'm making it a point throughout the month of June to post on my LinkedIn to post a tip every Tuesday. Short, sweet, precise, and (hopefully) helpful. I've yet to come up with a cute name for it, but none-the-less, it will be there.
I've also recognized that with everything I do, there's an even greater need for me to be more stringent and intentional as to what I post & where I post it. I've often shared posts across the board on all the various platforms, but now, more than ever, I need to step up my own game with regards to putting the proper content on the proper platform.
On Facebook, I'm an entertainer & influence marketer. I'm hired by companies to work with them, telling their story in a fun and different way, growing their awareness and sharing their brand. I've got a few standard postings - "Car Pooling with Ben", "Ben's Brain", in addition to all the other things I do, but now, more than ever, I've got to keep that channel focused on delivering content for the audience that is there.
I've ramped up my focus on using LinkedIn for more of the business side of the things I do, and as the platform has undergone major improvements over the past 6-8 months, it's redefined itself to be more than just a "Virtual Resume" It's truly becoming a better place for business connections, learning, and growth, thus the Tuesday Tip will be posted there and only there!
(Again, not final with the name "Tuesday Tip"... suggestions welcome)
Over the past year - I've gone back & forth with how I label myself on what I do "Professionally".
Am I a Social Media Strategist? Guru? Marketer? Ad Agent? Content Creator?
I've settled on the term "Coach" for the simple reason, validated by some close colleagues & peers.
I'm not the quarterback or starting pitcher for the organization. I'm not the CEO or Manager.
I recently spoke at a national ministers conference, offering a digest of knowledge for people to take and apply to their own platforms, but I'm not a pastor or reverend - I was simply there as a coach.
Sure, I can make videos for organizations, featuring themselves and not me, but that has more to do with the energy I bring in making the end product what it is. I enjoy coaching personalities & businesses on how to successfully bring out their message through stories & fundamentally intellectual content, relating to their customers through social media. How to implement the advertising fuel to the social media fire in an effort to build their brand and yield a high ROI.
Folks - it's much different than tv, radio, print, billboard or digital advertising, simply because it's social.