Tag Archives: marketing

PR in a ‘DIY’ age

With the advent of social media, we are living in a “DIY” age when it comes to corporate communications. With dozens of platforms, instant access and suites of tools to automate previously complex communications tasks, everybody and their kid are “doing” PR these days.

Which is great in some ways, but not so good in others.

So many platforms, so little time

With so many platforms and so many tools at their disposal, the average business owner is likely to be overwhelmed. Worse, they may be spending hours each week in ad hoc posting across a number of social media sites, without any formal plan to make the most of their activities or leverage the time they are investing.

During the past five years in particular, we have seen the ascension of Twitter, Facebook, and most recently Instagram. Even the old-fashioned [relatively speaking] LinkedIn has become “Facebook-ified”, with ‘inspirational’ messages transposed over landscape photos supplanting what would previously have been a bit of news about one’s business.

People are turning to social media as their first point of reference for news of all kinds. This includes your clients and customers, as well as your teams.

And the volume of materials posted is growing exponentially. It’s literally impossible to keep up.

Set priorities and hand-off

So what is a business owner to do? Unless you have a great interest in social media and plenty of time, my advice would be to outsource your social media to a firm that can manage it as one component of your overall communications programme.

I say “communications programme” advisedly. Because while social media has become paramount to many, it remains just one branch of something bigger. That something is a coordinated communications strategy encompassing public relations and marketing.

Working with a team to set goals for your communications, develop campaigns, and plan tactics is a great way to ensure that you manage your social media — and all your other media — rather than it managing you.

And that is a great starting point for any business to succeed. Even in a DIY age.

Why “social media marketing” isn’t really marketing

Image of a facebook business page

A tool for some businesses, but is yours one of them?

Social media marketing: business activity. . . or waste of time?

Have you got a Facebook business page? Did you know that, on average, only 1 in 10 of your followers will see a post from your page?

“Social media marketing” may be a popular term, but the impact on the average business has been less than dramatic. Sure, it makes business owners feel good. But bottom line? Little to no positive impact on the business in the majority of cases.

Why? Quite simply, because “social media marketing” puts the emphasis on the wrong thing. Posting updates on social media shouldn’t be construed as “marketing”. In reality, it’s a form of unpaid, vanity advertising.

Don’t get me wrong — I believe there is a lot of potential in a platform like Facebook, LinkedIn or Twitter to help connect you to potential customers. But calling your posts on Facebook or Twitter “marketing” is an overstatement.

I am more and more convinced that most businesses are wasting time and energy on social media. With the exception of a few entrepreneurs who are a “brand” in and of themselves, the majority of business activity on social media, particularly Facebook, is unfocused and ultimately ineffectual.

And until you can track it, and measure the revenue you generate as a direct consequence of it, don’t call it marketing.

P.S. If you’d like to engage in marketing you can measure, get in touch.