Marjorie Clayman’s Writing Portfolio

Professional writing profile of Marjorie Clayman

Archives for April 2012

I don’t have a “thing”

by

The other day, I realized I have a bloggy problem. I realized this while I was out shopping with my mom and we were talking about clothes. She said, “I think this would be a good look for you.” I said, “Eh, I don’t know. I don’t think that’s my style.” “Well, what is your style?” She asked.

I think the crickets answered before I did. I may have responded, “Look over there! It’s Elvis!”

Then, something even worse happened. I realized that just as I don’t have a fashion style per se (Pants and shirt pretty much cover it, errr, me), I also don’t have a blogging “thing.”

You know what I mean, right? Like, you know that if you go over to pushingsocial.com you’re going to get great blogging advice along with some advice that carried over into other social media platforms. It’ll be actionable and strong. You know that if you visit with Lisa Petrilli, you’ll get to learn about leadership. You know that if you go visit other bloggers, you’ll get, generally speaking, a certain kind of post within a range of topics. They have a “thing.”

I have no “thing.” I never have had a “thing.” From the very start, I had the word “Musings” in my blog title. That should have been a sign that I was confused. Instead, I concentrated on the alliteration. I like alliteration. Don’t you?

So I’ve been grappling with this. Do I need a thing? Cuz I mean, the thing is, I get kind of bored. I don’t like ruts. Well, in some cases I do, like I generally like to eat and sleep at the same times. I’m almost like Rain Man in that regard. But blogging? I like to write about whatever pops into my head, which could be anything from the fact that I don’t have a “thing” to the fact that women still are fighting against that ole glass ceiling to my reaction at reading a great book that has nothing to do with anything else.

Do I do this at my peril? Does one need a thing?

I think about other bloggers I read a lot like Danny Brown and Mark Schaefer and Rufus the Dogg – they seem to cover a lot of different topics and they seem okay with that.

Is  this much ado about nothing, or should I be worried?

If I was on a soap opera, I’d announce that I was heading to California to find myself. I wonder what the bloggy equivalent is. I reckon it’s this – what do you think? Do you have a bloggy thing? Do I need a bloggy thing? Or is my thing just not to have a thing?

I look forward to your thoughts!

Image Credit: http://www.flickr.com/photos/coincoyote/18848964/ v ia Creative Commons

Myth: Killing anything that’s not social media is advisable

by

You’ve probably seen it before. You’re going along minding your own business when you read a book or a blog post that says something like,

“…some ways in which you can convince the management team to reduce traditional marketing.” from Hubspot

or maybe you read this post by Scott Stratten where he notes that before questioning the ROI of social media, the ROI of other more traditional aspects of marketing should be questioned.

Or maybe you read Likeable Media like I did and had a similar feeling that there was a set up dichotomy between Social Media and traditional marketing.

Whatever the case, you’ve almost certainly encountered the idea that with the onslaught of social media, you really don’t need to do anything else. Traditional media is either dead, too costly, out of touch with the 21st century, or any number of other colorful descriptions.

Of course, the problem is that killing off everything except social media can create rather huge problems for your company.

The message you stop sending

Let’s talk about advertising first. A lot of people who are social media evangelists have a field day attacking advertising. Take, for example, this infographic called “Stop Advertising, Stop Doing.” Lots of undercurrents to that message, huh? Then of course there are the arguments about how advertising is too expensive, it can’t be tracked, it doesn’t work, blah blah blah.

Factually, advertising can be pinned down rather accurately if you know what you’re doing. Using a publication that has an audited circulation can tell you what job positions and industries you’re reaching, how many people are actually requesting the publication, and more. An effective ad tracking device will assist you in filtering leads down even further. You just have to know what you’re doing.

But let’s talk about what happens when you stop advertising.

Let’s say you’ve been advertising six times a year in the same publication for years and years. Suddenly you pull the plug completely because you’re doing the Twitters now. Let’s say you’re doing this while the economy is shaky (like it has been for the last 5 years, say). What are your competitors and customers likely to think? Even if they notice you’re doing more in social media, it’s going to be easy to think that you have made that move because you’re short on cash. Is that a good message to send out? Couldn’t that cause your social media presence to be tinged with a bit of shade?

I think so.

By the way, one might note that this exact same logic applies to other traditional marketing tactics. What if you suddenly don’t show up at a trade show you’ve gone to for years? What if you suddenly stop producing the really high quality pieces of literature your company has committed itself to in the past? It doesn’t matter what you’re doing on social media if your audience is used to finding you in these channels. If you abandon them without warning, they can only assume that the tough times got to you.

That’s letting PR get out of control in a bad way.

The possibilities for integration are endless

The really sad thing, as I’ve mentioned many times here, is that the possibilities for how to integrate traditional media and social media are almost endless. We are just at the beginning of exploring the possibilities. Television ads are leading to Facebook pages. Print ads are promoting Twitter hashtags. QR codes are leading to YouTube channels which lead to a blog. All of these tactics can be braided in different and exciting ways to create really interesting new marketing campaigns for your company and/or brand.

If we keep painting a this/that, black/white choice between traditional marketing and social media marketing, and particularly if we continue to do so while maintaining that social media has no measurable ROI, companies are going to find themselves in really big trouble, and they may not have the first clue how they got there. That might sound severe, but I believe it 100%. Everything in marketing is measurable. Everything has an ROI. If nothing you are doing seems measurable or if nothing you are doing seems to have a good ROI, social media will not be the silver bullet you’re looking for.

Your thoughts?

Of course, this is just how I see it. What’s your take on whether social media is all you need these days? I’d love to hear your thoughts!

Image Credit: http://www.flickr.com/photos/charlieeclark/5985024438/ via Creative Commons