Marketing, Social Media

Are You Guilty? The 8th Sin of Social Media Marketing Revealed.

 

Mashable recently posted an article entitled, “7 Sins of Social Media Marketing.” Evil acts that topped the list included one-size-fits-all strategies, talking to yourself, and ignoring customer complaints. Agree, agree, and agree. But, as I made my way to the last of the seven sins, I was surprised to not see what I consider as the most serious social media blunder to date.

So, today, I would like to take it upon myself to formally name “infrequency” as the 8th sin of social media marketing.

Brands that are considered to have an “infrequent” social media presence tend to fall into one of two camps:

Squatter – The squatter believes showing up is good enough. He sits behind the screen, taking up cyber space, waiting for fans to flock. The squatter will occasionally post or tweet, but his scant and unpredictable frequency falls on deaf ears. His behavior is the result of either ignorance, shyness, time deprivation, or all of the above.

Purger – The purger recognizes that just showing up isn’t enough. He understands the need to engage with his audience through regular posts and tweets. But, alas, time gets the better of the purger. Before he knows it, five days have flown by without a single post or tweet. He curses himself, then makes up for lost time by expelling a litany of content all at once. Newsfeeds suddenly become clogged, followers can’t keep up, and everyone’s left confused and nauseated. After the whirlwind settles, the purger sits back for another few days until he is next compelled to violently shove content down the throat of his highly irritated audience.

If you’re a squatter, your audience will forget you. If you’re a purger, your audience will hate you.

Neither a good outcome.

If you’re reading this post in horror after identifying yourself as one of the above, I suppose now would be the perfect time for me to divulge to you the secrets of dominating the social media frequency game. Luckily for both you and me, Buffer already developed the Guidebook. Read it, print it, and execute its teaching daily. Frame it on your wall and toast to its awesomeness with your favorite Chianti.

If you take nothing else away from the Buffer Guidebook, remember this:

To ‘know’ the BEST frequency for posting on social media is an impossibility. You can only predict and measure.

Predict. Measure. Repeat.

At this point, you may be thinking that in this day in age, only “rookie” brands could be classified as squatters or purgers. You’d be mistaken. Even supposed “well known” brands can fall into the trappings of infrequency. With established brands, however, we more commonly see what I call misfrequency – posting frequently enough, but the strategy is all wrong. They’re misfiring.

It’s likely we’ve all committed a social media sin at one time or another. So, if you’ve identified yourself today as a social media sinner, consider yourself saved. Because the most damning sin of all, perhaps, is never recognizing the wrong in the first place.

Is there another social media snafu that you believe deserved a spot on the “7 Sins” list? Comment below!

Cassie D’Arpino is a freelance Marketing Communications & Strategy Specialist, helping brands better connect to their audiences in meaningful, emotional and effective new ways. Her experience prior to working as a freelancer includes six years in strategic planning and senior account service at a shopper marketing agency in Kansas City, Missouri. Cassie received her MBA from Missouri State University, and currently resides in Springfield, Missouri with her husband, Steve, Pekingese puppy named Bella, and two Persian cats, Garfield and Cubby. She is a lover of Sriracha, a neuromarketing nerd, and obviously, a fan of animals with short snouts.

For more musings on marketing, follow Cassie on Twitter: @Cassie_DArpino

 

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Business, Marketing

3 Important Reasons Why You Need to Get Lost

Last week, I went for a run. I got lost. And it was just what I needed. It may be just what you need, too.

Let’s back this story up for just a minute.

I sweat “Type A” from each and every pore on my body – except when it comes to exercise. Not even the notoriously abrasive fitness trainer Jillian Michaels, screaming obscenities in my ear and drop-kicking me down the street, could force that push of my own physical limits. Regarding exercise, I seek comfort, not pain. So, over the course of the past year, I’ve slowly trained myself to complete a daily 2 mile jog that doesn’t overexert any of my physical boundaries. It also allows me to check “exercise” off the to-do list. It’s all very satisfying – or, so I thought.

As I ventured out for my daily 2 mile jog last week, I decided to take a different path. I turned on the GPS and carefully carved out a new route that would still ensure I crossed my driveway threshold just as “2 miles” ticked on the tracker.

Off I went. It wasn’t long though before I realized my GPS was a bit…off kilter.

“Rerouting.”

“Rerouting.”

“Rerouting.”

After three bouts of “rerouting”, I realized I was out of data range (T-Mobile, why must you fail me?!) and there was no hope of ever truly being “rerouted”.

I was officially lost.

And like I said before – it ended up being just what I needed. I’ll tell you why in a moment. But first, let me ask – how comfortable are you right now? How comfortable is your brand? Your marketing strategy? Has it been a while since you felt the anxiety of flirting with the unknown? While “comfortable” is safe, it doesn’t move you forward – and worse, it can eventually push you backward.

Here are three reasons why getting lost, as I realized, is so important:

 

1. You’ll be forced to think critically (and creatively).

My typical 2 mile jogging path was so familiar that I could have ran it blindfolded. There was no “thinking” involved beyond the mechanics of putting one foot in front of the other. When I found myself in desolate territory and without the aid of GPS technology, however, the only crutch I had to rely on was myself. This forced me to think about my next moves very carefully. Suddenly, I was racking my brain to remember street signs and landmarks. I was looking to the sun to help reorient my direction (Ask yourself when was the last time you had to do that?). Getting lost requires a change in strategy in order to find a solution. In this process, your brain will be forced to think in a non-linear way that begets newfound ideas and creativity.

 

2. You’ll discover new things.

As I slowly started to orientate myself toward the general direction of familiar territory, anxiety was replaced with a sense of wonder. I had lived in the city of Nixa, Missouri for nearly two years, and never knew what beauty existed in its backyard. I passed sprawling acres of farmland dotted by hundreds of grazing cows, followed by narrow roads winding through woodland canopies. I spotted new neighborhoods tucked into the countryside, the curious architecture reflective of a time both old and new. You never know what you’ll find when you get lost, but for certain you’ll discover something you’ve never seen or experienced before.

 

3. You’ll realize new possibilities.

By the time I found my way back to my own driveway, I crossed the threshold clocking in at 4 miles – and I felt great. Had I not been forced into the situation as I had, never would I have thought it possible to double my distance and live to tell the tale. When you decide to journey down an unknown path, there’s no better feeling than coming out victorious on the other side. What was once unknown is known. Your experience is broadened, your perspectives are shifted. Now that I’ve proven to myself I can run 4 miles, there’s no going back to that 2 mile comfort zone. The benchmark is set higher, daring continual improvement.

 

Before getting lost, I was satisfied with being comfortable. After getting lost, I learned that overcoming discomfort is actually much more valuable.

So heed my advice. Lose your GPS, and throw yourself in an unknown direction. It’s only in being lost that improvement can be found.

 

 

Cassie D’Arpino is a freelance Marketing Communications & Strategy Specialist, helping brands better connect to their audiences in meaningful, emotional and effective new ways. Her experience prior to working as a freelancer includes six years in strategic planning and senior account service at a shopper marketing agency in Kansas City, Missouri. Cassie received her MBA from Missouri State University, and currently resides in Springfield, Missouri with her husband, Steve, Pekingese puppy named Bella, and two Persian cats, Garfield and Cubby. She is a lover of Sriracha, a neuromarketing nerd, and obviously, a fan of animals with short snouts.

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Advertising, Marketing

Light up your engagement strategy with sincerity

Another marketer talking about engagement?

::Audience slowly files out of room::

WAIT! Don’t leave just yet.

Yes, I know. “Engagement”, in some ways, has surpassed its 15 minutes of fame. There’s a reason why we keep talking about it though – it works. But only when executed correctly. And that’s where so many companies continue to struggle. Continue to unknowingly struggle. Are you one of the many who is struggling in ignorance?

Potential light bulb moment ahead.

To develop a truly successful online engagement strategy, more companies need to think of engagement in terms of stages. True engagement continually cycles through the following three stages, to create a “circuit” of sorts:

Presentation1

In my observation, too many companies believe that by achieving Stage 1, they’ve successfully “engaged” their audience. Well, yes, and no. Without reciprocity – Stage 3 – you’re essentially just leaving your audience hanging, and the circuit is incomplete.

But there’s another layer to consider, and without it, even a full circuit engagement strategy will fall miserably short.

Sincerity.

If you’re not engaging like you mean it, don’t even bother with Stage 1. You’ll never move beyond it. Think of sincerity as the conductor to your engagement circuit, facilitating the electrical flow.

Sincerity is one of those terms that is often used, but hard to define. My personal definition of sincerity is simple: Honesty of heart and mind.

For decades, psychologists have strived to pinpoint exactly what factors help us determine the true sincerity of another person. Tonality? Non-verbal indicators? Eye contact?

The answer appears to point to something more visceral in nature. Sincerity, as described by Husni Adnan:

“Sincerity is like a black ant on a black rock in the darkest night. It exists, but is very difficult to see.”

What determines sincerity is a “feeling”, and as a human race we’re all fairly good at sniffing out insincerity based on gut alone. It’s like your very own little red “I Call Bullshit!” button.

So then, how do you prevent your audience from pressing that little red button on your online engagement strategy? Express sincerity by being authentic, emotional and transparent.

Authentic

Stay true to who you are. When you engage your audience in ways that don’t ultimately tie back to your brand’s reason for being, you’ll eventually muddy your identity and lose your audience. A beauty product company that “engages” by asking, “How’s the weather where you are today?” will likely garner responses, but long term, how is this type of engagement of value to their audience?

Finally, it may go without saying, but we can all benefit from this friendly reminder – be cognizant of word choice and tonality. Ensure every tweet, status update and post is reflective of the overarching voice of your brand. For example, if Taco Bell’s tweets suddenly started referencing Shakespeare (in a non-sarcastic, serious way), you better believe I’d be reaching for my little red button.

Emotional

When someone is being sincere, you can feel the emotional undercurrent. When strong emotions are evoked, it compels action, propelling you from Stage 1 to Stages 2 and 3. Take for example TD Bank’s “Automatic Thanking Machine” campaign. If you haven’t seen the heartfelt video yet, grab some tissues and view it here.

After watching the video, I was moved to tears by TD Bank’s sincere acts of kindness toward their customers. I was so moved that I was compelled to express these feelings to TD Bank. I sent them a tweet, to which they soon responded in a personal and light-hearted way:

 photo

I now follow TD Bank on Twitter. And, just like that, TD Bank moved me through all three engagement stages, fueled entirely by the emotional component of sincerity.

Transparent

Allow your audience to see through your brand – the good AND the bad. Remember how being transparent completely revitalized the Domino’s brand? The “Oh Yes We Did” campaign was absolutely revolutionary in that never before had we seen a company so publically address their shortcomings. Transparency is synonymous with honesty, which is at the heart of sincerity. Let your audience in, and they won’t want to leave.

Is your company engaging beyond Stage 1? Stage 2? Or, are you dealing with a broken circuit? Conduct with sincerity, and watch your audience truly light up.

Photo Credit: Wired UK

 

Cassie D’Arpino is a freelance Marketing Communications & Strategy Specialist, helping brands better connect to their audiences in meaningful, emotional and effective new ways. Her experience prior to working as a freelancer includes six years in strategic planning and senior account service at a shopper marketing agency in Kansas City, Missouri. Cassie received her MBA from Missouri State University, and currently resides in Springfield, Missouri with her husband, Steve, Pekingese puppy named Bella, and two Persian cats, Garfield and Cubby. She is a lover of Sriracha, a neuromarketing nerd, and obviously, a fan of animals with short snouts.

For more marketing musings and random reverie, follow Cassie on Twitter: @Cassie_DArpino

 

 

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