“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.
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:
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 customer care agency. She's also the Co-host of The Marketing Companion podcast with Mark Schaefer, where they discuss jaw-dropping marketing trends. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout!
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