Being creative in marketing isn’t easy. Not only does it require, um, creativity, but it also requires focus. Just ask anyone who works in marketing what his or her biggest challenges are, and it’s quite likely that “being easily distracted” is going to be near the top of their lists. Maybe even at the very top. In the marketing world, we call that “Shiny Object Syndrome,” and trust me, it’s a real thing.
I’m a practical joker. I live for scaring people, making peeps laugh, and drawing a “what did she just say?!” out of my online audiences. But with everything, there’s a time for joking and a time to be taken seriously. Case in point: A few months ago my boyfriend of three years proposed. I thought he was joking. Seriously. Until he brought out the REALLY shiny ring, I had no idea he was asking me to marry him. Wanna know how I finally figured out he was serious?
When it comes to social media ROI, it’s no secret that most marketers use soft metrics — or vanity metrics — to measure success. In fact, according to research by the Association of National Advertisers, “80% of US client-side marketers measured the effectiveness of their social content, with social media metrics such as “likes” the most common.“ Things like Advocacy, Sales and ROI fell to the bottom of the measurement pile; a damn shame.
I’ve made a terrible mistake. I haven’t given enough fodder on SMM for the small guy’s social strategy. On a recent post, The 5 Cs Of Social Media, we received some constructive criticism in the comments that deserves some following up on. One of our readers told us: “As I read this blog/article I do what often happens to me- how do I apply these concepts- the 5 c’s to my small B2C business? I don’t do webinars or have ebooks, etc. I wish sm professionals wrote blogs to help small businesses like myself with concrete ideas of how to apply these 5 C concepts. I am working on the Content Marketing Strategy and participate in communities. Tend to get lost on collaboration and conversion. Most of your readers who commented on this post already know this info. You might look to the audience like myself who is learning how to use social media marketing for our small businesses.” Well, Roslyn, this one’s for YOU! 🙂
I did a Google Search of “post and pray method” hoping to find some witty definition, but apparently the staffing industry has cornered the market (or at least the search market) on that phrase. So I’ll have to take a stab at my own (hopefully witty) definition: “The post and pray method is a favorite method of social media “gurus,” “ninjas,” and “mavens” whereby they don’t follow any sort of organized structure or content calendar for publishing posts to social media, and instead find cat memes or take quotes (from other authors) and make them “pretty” in Canva. These “experts” then post them, and pray the post(s) get interaction and engagement. In short, this method requires little to no social media or business strategy.”