Nothing Tastes As Good As Skinny Looks (And Social Isn’t Easy)

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junk food friends

“Nothing tastes as good as skinny looks,” has been my mantra for the last few months.

I’m determined to lose weight and get back down to a comfortable size; I gained nearly 30 pounds in the past two years.

junk food friends

Look In The Mirror

I was always complaining about my weight – usually while stuffing a cupcake in my mouth – until one day I realized I was one of “those” people.

We all know one … the person who talks incessantly about how overweight they are as they’re pulling into the drive-thru at [insert fast food chain of your choice here].

The truth is, my weight wasn’t a priority. I didn’t want it badly enough. I didn’t feel like putting in the work when it came to eating better and I especially didn’t feel like going to the gym.

I had a choice each and every day, and I continuously chose the wrong path.

It wasn’t until I came to grips that I was selling myself on the wrong choices that I realized my mouth was writing checks my body couldn’t cash.

“This can’t be too many calories.”

“I’ll eat better tomorrow.”

“I walked a mile today so I deserve this donut.”

It Takes More Than “Fake It ‘Till You Make It”

I think the same holds true with social media. Companies and social media “experts” want to stand out, they want to have an online presence and sell more through the social sphere. However, when it really comes down to it, they don’t want to put the work or the money in.

However, when it really comes down to it, they don’t want to put the work or the money in.

Social media didn’t come easy for me, either. I had to work extremely hard to not only understand the technical side but more importantly, the psychology behind it.

My honors thesis work focused on content marketing through Facebook and compared the Social Penetration Theory (SPT) to the way brands successfully utilize conversation to build relationships. I spent over a year and a half dissecting conversations on Facebook and creating a “Conversation Metric” that helped me decipher depths of disclosures.

Disclosures are vital to any social strategy because the SPT hypothesized that we build relationships through four disclosures:

  • Clichés
  • Facts
  • Opinions
  • Feelings

The more we trust someone, the more we disclose. The more we disclose, the more the relationship grows. The more the relationship grows, the more we trust each other.

It’s profound; even though the SPT was formed in the 1960s, it rings true today. Altman and Taylor had no clue what the Internet or Facebook was, yet their theory is alive and well on Web 2.0.

Skinny & Social Media Take Work

We use our “Think Conversation, Not Campaign” theory as a core fundamental in helping our clients at B Squared Media.

Everything we do is about strategy, conversations, and connecting brands with their consumers online – it’s like being at the gym every day!

We work extremely hard, we put in the long hours and when we’re offered that cupcake or shortcut, we look the other way … because we want our clients to succeed.

Don’t get me wrong, just like dieting, there are rough patches.

There are changes happening every day and you have to be quick on your feet to keep up!

Ten and 12-hour workdays are “easy” days. And if I’m being totally honest, I know how hard it can be to get the conversation started. It takes an experienced touch.

You don’t just wake up one day and decide you’re going to be a social media authority. It takes a near 24/7 focus, a fluid strategy, real solutions for return on investment (not just Fan and Follower counts), and a fundamental understanding of technology.

Being a social media consultant is nearly impossible! But I’ll get into that more in the next blog post …

Until then, when that giant red velvet cupcake, dripping with cream cheese icing, is staring at you whispering, “EAT ME,” remember that nothing tastes as good as skinny looks!


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Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and social media customer care agency. She's also the author of Conversations That Connect -- a book all about social listening and social media customer care. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout on the socials!
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8 Comments. Leave new

  • Thank you, Mallie and Jen! I know there needs to be “cheat days” in there somewhere (or I’d go crazy), but sometimes I need a little reminding. 🙂

  • So glad to hear that. Nancy! I think we struggle with so many things but are conditioned to say, “Things are great!” I think it’s normal (and human) to struggle – but if you want to lose weight, or be a social media professional, or do anything else worth while, you have to WORK HARD! 🙂

  • Great initial post, Brooke. Do remember one thing, you have to indulge every once in a while. Certainly not in anything illegal, but cupcakes aren’t criminal. They’re a treat. You can and should treat yourself and your connections from time to time, while still managing to stay on the straight and narrow!

  • Great analogy! You absolutely have to work hard at managing your social media, just like you have to work hard at dieting 🙂

  • The entire post resonated with me. Wonderful perspective comparing two challenging but totally different goals. Looking forward to reading your installment.

  • This is great work, Brooke. Social Media is indeed a hurricane of change in epic proportions! I’ve been a marketer for 1/2 my life and I’m one of those ‘women of a certain age’. When I started out direct mail with return cards for more info was state of the art. Email didn’t really get rolling until a few years after I got into my career. For year things just floated along like that. Then arrived Social Media….think of it, Facebook and Twitter aren’t even 10yrs old yet and look at what we’ve seen so far! I may not have all of my expertise fully converted over to the digital ages, but WOW, I sure do love being part of this!

    • typos…grumble grumble

      • Kerry, thank you! I love that you were a traditional marketer who “came to the dark side.” And, by the looks of your social pages, I’d say you’ve got it down more than you think! 🙂 I’d love to hear your thoughts on all of the marketing changes we’re experiencing one day!!


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