Dipping Your Toe In Social Media Waters

Lee Odden recently posted a terrific article - 5 Deadly Sins of Corporate Social Media Marketing - in which he highlights how companies sabotage their Social Media Marketing Campaigns. Specifically, Odden addresses:

  • Fear
    'Remember when companies feared putting up a blog with comments because, “What if someone says something bad about us?”' 
  • Arrogance
    "There are quite a few big brands that have decided they’re too big and important to listen to customers via social channels or to create two-way communication and engagement opportunities." 
  • Frugalism
    "Paying lip service to social participation and not allocating resources that can help it be successful is probably one of the most common sources for failure. " 
  • Egocentric
    "Marketing and Sales react to pressures by customers and competitors to become active on the social web and subsequently, marketing and sales tries to do what they know best: Market and sell."
  • Pigeonholing
    "If and when an outside consultant is engaged and paid for advice, but tasked only look at certain aspects of a social media program..."

I can totally relate to all 5 "sins" and have seen clients commit each one. In some cases, I've committed them - and will likely continue to learn by trial and error. You know as well as I that the only way to truly learn is to try and fail.


To prove this point, we created an experiment that tested what Odden calls "frugalism" - in this case we were frugal with engagement time and resources and proved how deadly that sin can be.


Dipping Your Toe In Social Media Waters

The "My Big Left Toe" project was one of the most entertaining experiments we've conducted at LoudClick. In it, we barely dipped our toe in social media waters and never really committed or engaged fully. In the experiment, we purposely created outposts on Facebook and Twitter yet did so without a homebase or a strategic plan. As you would expect, the results were less than stellar and proved what we've been preaching: you need to create a homebase website (or microsite). From there, creating outposts and actually connecting to people is critical - you need to fish where the fish are. But most importantly, if you go to all the trouble of creating the homebase and outpost, you need to engage people rather than simply broadcast at them.

Get a foot in the door - not just a toeThe "Toe" project led to a series of posts on LoudClick.net that you may find educational and entertaining. Then again, you may just want to look at my sexy big toe (yes, it's mine....;-)


Sticking A Toe In Social Media Waters Is Not Enough
I was chatting it up with my partners here at LoudClick about a new blog post and we battered back and forth as usual. This time, however, we came up with an idea that I'm going to pursue - something based upon an off-handed comment of "Not a lot of people are understanding social media so I'm going to write about my left big toe." Absurd, yes, but there is something here.....you'll see. Read More

Build it And They WON'T Come - Not Without A Reason
Sticking A Toe In Social Media Waters Series - Part 2
OK, last week I started this experiment by signing up for a Twitter account and built a Facebook Fanpage. Here are week one's results: Read More

Stubbing Your Toe With Inadequate Social Media Engagement
Sticking A Toe In Social Media Waters Series - Part 3
Engagement without purpose is a recipe for frustration. Just being there is not enough - you need to add value to the conversation or you will end up being that person at a party that sits in the corner alone. Read More

Get A Foot In The Door - Not Just A Toe
Sticking A Toe In Social Media Waters Series - Part 4
In this final post in the "Sticking a Toe" series we will discuss what didn't worked in our experiment and why.  Read More




Follow Me on Pinterest Subscribe to my RSS feed


Google Plus Local - Why Should You Care?
Google+ Local: Why Should You Care?Since the launch of Google+ in June 2011, many people have been trying to figure out if it's right for them. After all, it's not a traditional social network (ala Facebook) but does seem to have features that could be helpful.
Finding Local Businesses
Finding Local Businesses

The story decribed in the post is real and something we recently experienced. Read the post here and let me know what you think below.

More Must-Read Online Marketing Blogs
Some time ago I posted a list of must-read online marketing blogs. Here are 6 more sure to educate and inspire.
What's All This Fuss About Google Plus?

What's All The Fuss About Google+ ?It's not often that a product is launched with such strong response as the Google+ project (aka G+). So what's all the fuss about?

 Read More
Twitter Plus Power Outage Equals SM Crowd Sourcing Success

The power went out at my house in Arizona a couple hours ago. Apparently a transformer exploded. I threw blankets on the fridge, grabbed my 'puter and drove to a Starbucks to continue working. Oh - I forgot to mention it's 110 degrees out.

 Read More
3 Things to Think About Before Starting a QR Campaign

3 Things to Think About Before Starting a QR CampaignAs QR codes become mainstream, there remain many questions about what a QR code is and how best to add them to marketing campaigns. If you've decided to actually implement a true campaign, be certain to include these thoughts in your planning:

 Read More
Social Marketing - Are You Doing or Being?

Marketing: Are You "Doing" or "Being" Social?Social Marketing is a customer-expectation more and more each day. Businesses are acknowledging the value SM brings but have taken differing paths implementing how they are getting there. Some are "doing" social while others are "being" social. Which are you?

 Read More
Meaning vs Intent - What's Your Content Strategy?

Meaning vs Intent: What's Your Content Strategy?While good intent remains incredibly valuable, the meaning of your content has rising value that may someday eclipse intent. Meaning is the collective value that is placed upon your content. Collective being the filter of people placing value on your content by listing it or sharing it.

 Read More
Social Marketing vs Email Marketing - Which is Better For You?

The Twitterverse is abuzz with pronouncements regarding the need for email marketing in the post-social media world. Platitudes of "Email marketing is dead" fall in the stream almost as often as "Emails get more website traffic than Social Media" - as with most arguments, the truth lies somewhere in the middle.

 Read More
Must Read Online Marketing Blogs - And Why

Must-read Online Marketing Blogs - And Why7 blogs that have impacted my view of online marketing in ways I cannot begin to describe - nor give proper thanks for sharing what they know. Trust me on this one, my friends, if you don't subscribe to these blogs, you will miss out on some of the best online marketing information available.

 Read More
How Recent Changes to Google Search Impact Your Results

How Recent Changes to Google Search Impact Your ResultsIf you haven't followed Google search lately, you are in for a couple surprises. Not long ago, Google announced implementation of Instant and Place Search - both of which will impact your site's search results in pretty big ways.

 Read More
Creating Content Doesn't Have to be Difficult

Content Creation Golden Rules

-Use your customer's perspective
-Use simple, conversational language
-Ensure facts are accurate
-Run a spell check
-Use Images/Video reflecting content
-Use humor appropriately
This is the start of a series of posts about creating good online content. I'm pretty certain it will be helpful to most people just starting out - and the experts may learn a thing or two as well... Read More
Revisiting the Social Media Rites of Passage
Social Media Rites of PassageI recently sent my 1000th Tweet, an occasion allowing me to revisit the Social Media Rites of Passage concept and add another milestone. Read More
How SaveOurStarbucks Helped Save Starbucks
Save Our StarbucksSaveOurStarbucks.com played a role in Starbucks' good decision to reach out to its customers with a smart customer trust rebuilding campaign. And further proof that creating an easy way for direct customer communication is critical for success in today's environment.  Read More
Content Marketing - Essential Now & Growing More Important

Content Marketing - Essential Now & Growing More ImportantWhen discussing what marketing strategy is most effective, the concept of Content Marketing cannot be overlooked as it is the core for any online marketing strategy. Content Marketing's aim is to provide a resource for your customer so they with engage with you, visit you repeatedly and purchase your goods or services. New research shows how critical this is now and will be in the future.

 Read More
Dipping Your Toe In Social Media Waters

My Left Big Toe ImageTo prove this point, we created an experiment that tested what Odden calls "frugalism" - in this case we were frugal with engagement time and resources and proved how deadly that sin can be.

 Read More
2 Way Communication - Use It Or Lose It

Two Way Traffic SignThe moral of the story is that you need to cultivate your online conversations in a way that reflects your in-person conversations. This means you need to conduct yourself in a way that makes you attractive to others. Don't be a broadcast bore. Don't only talk about yourself, Don't forget to say thank you now and then. And most importantly, think of two way communications as worthy of your time and energy. If you don't, you will lose out on the value of maintaining relationships.

 Read More
People Skills Are Required to Participate in Social Media
Official Notice: All Jobs Require People SkillsAs I've discussed over and over, social media communication should be viewed no differently than real life communication. As such, the basics of people skills will serve you well. Read More
Failure is An Important Part of Social Media Strategies
My thoughts on this subject remain pretty strong - no matter how much advice a person can read or hear, failure is the best teacher when it comes to a Social Media Strategy. Read More
Make Your Web Content Searchable
Search EnginesThis 2-part series focuses on making your site's content as searchable as possible. Some may call this Search Engine Optimization (SEO). Read More
Social Networks - 4 Things You Must Know

This article came about because of client reaction to another post and points out the importance of responding to client feedback. It also addresses 4 very important Social Network realities.

 Read More
Distribute The Content Of Your Website With Social Media
Traffic SourcesUsing social media to distribute the content of your website is a proven formula for success. However, don't just think of adding content as one-way communication - that is so old-school... Read More
How to Use Google Analytics
Google AnalyticsThis series of articles were originally published on www.loudclick.net. They have become some of the most popular pages on the site. In this series. we concentrate not on every detail but on the features you will interact with frequently and those that provide you a basis to know how it can make your website successful. Read More
Paul Konrardy Home
Paul Konrardy's LinkedIn Profile Follow Paul Konrardy on Twitter Paul Konrardy's RSS Feed