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Tips, testimonials and inspiration from real life launchers.
July 9th, 2010

I’ve Fallen Under Too Much Social Media and I Can’t Get Up

Lately there’s been a lot of flat-lined social media coming across the transom. I don’t think I’m alone in saying there’s just too much, and not enough interesting, information. Everyone knows they should be in communication, as witnessed by the 10 or more Constant Contact newsletters I receive each day from organizations saving schools, the bay, or my hair color.Read More »
June 22nd, 2010

The top 3 reasons to get onto the brand-therapist couch

Lately I’m conducting a lot of brand-therapy sessions.  That’s where people call for brand help after realizing the website copy isn’t reflecting the strengths of  their business or organization.  Or worse, when they decide to jump into the social media fray more fully and that not only is the website out of whack, but their bad messaging is about to go [...]Read More »
February 10th, 2010

3 Steps to A 5-Star Recommendation

Why does one restaurant have a waiting list yet empty seats litter the next?  Is it the food?  Sometimes.  But more often, before the server slides a plate on the table, you’ve decided whether to tell your friends to show up or steer clear.  The same holds true for potential employers and customers.  Here are 3 critical tips to [...]Read More »
December 21st, 2009

Where’s the WIIFM?

[ December 21, 2009; 12:00 pm; 12:00 pm; ] What small business owners can learn from DIRECTTV marketing miss and how the marketing golden rule of WIIFM always applies. Social media marketers are extremely attuned to giving people something for something. Small players, who have to work harder, frequently offer a free download of insider tips. (This one is played out in my opinion.) Big players like Apple know that getting people to buy apps means letting them sample first. Whether you’re asking someone to read, or sending out a monkey survey, you need to give to get. Read More »
December 9th, 2009

How Small Businesses are Beating a Slow Economy

The economic slowdown lament is like an earworm –a horrible snippet of song that won’t leave your head.  It’s generated a “why bother” attitude among many business people I know.  I don’t mean to rant, and I really do possess a sympathetic ear, BUT there are businesses not only surviving, but thriving.  They offer lessons [...]Read More »
October 13th, 2009

Hitting Pay Dirt in the Social Media Gold Rush

Why do so many business owners panning for social media gold, fall prey to the popular idea that spending more time on tweets and wall posts equates to more business. Caught up in the prospecting rush they lose sight of audience and business goals. Read More »
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I’ve Fallen Under Too Much Social Media and I Can’t Get Up

I've fallen under too much social mediaLately there’s been a lot of flat-lined social media coming across the transom.  I don’t think I’m alone in saying there’s just too much, and not enough interesting, information.  Everyone knows they should be in communication, as witnessed by the 10 or more Constant Contact newsletters I receive per day from people on a mission, LinkedIn discussion group updates, and Twitter feeds on events I’ll never have time to attend.  CUT TO: the commercial where a woman is lying on the floor yelling, “I’ve fallen under too much social media and I can’t get up.”

Komen Gets It Right
The fact that media tools are easier to use than ever before is great news. The bad news is the lack of targeted, on message, easily-actionable campaigns that take advantage of the tools.

One organization that’s harnessed the media well is the Susan G. Komen Foundation 

They’re using:
Facebook for community building based on individual successes,
Twitter to drive traffic to events,
the website to put an interactive face on the issues, and
YouTube’s Komenforthecure channel to tell the story more fully. 

At every possible turn, there’s a way to get involved without jumping through a lot of hoops – organizing an event, participating in one, donating ,or understanding the research.  While you know you’re at a Komen site, information isn’t repeated, so there’s a reason to show up at each location.  Plus, throughout all communications, they stay on mission and on message– finding a cure. 

Compare this to the recent experience of voting for a friend’s business on a popular East Bay media site.  The friend did everything right, BUT the actual voting process was so convoluted and non-intuitive most of us gave up after the first few minutes.

Bad Media Habits to Break
A few ways organizations continue to lose audience faster than it takes to lose reception on an iPhone include. 

  • Long videos – anything over one-and-a-half minutes is too long unless it’s a “how to” video. 
  • Staid, old school scripting and information without heart.  (If it doesn’t make you laugh, feel pride, or overwhelm you with sadness, it’s unlikely anyone will share it.) 
  • Talking heads on video.  Time for more creative thinking as this is being done to death.
  • Stiff, formal language.  Komen’s landing page sets a great tone with buttons that speak directly to the reader with I’ve been diagnosed with breast cancer and Someone I know has been diagnosed with breast cancer.  Traditional tabs like Services and Contact Us are long gone.

Standing out is a tough challenge.  No wonder branding is back in vogue.  If more organizations took a more cohesive adn creative approach to social media, we all might be able to get off the floor and hit the Likes This button more often.

Thinking about your own campaign?  Unlike the IRS, we have a creative, solutions-oriented team that’s here to help.