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Opinion Editorials

Why ‘stop doing it’ should be your brand’s social media strategy

Social media is completely saturated, so if you can’t follow the proper way to market today, the next best option is to quit. Read on.

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social media just stop it

With the exception of ten brands who do a fantastic job with social media, the remaining 99.999% range from treading water to simply dreadful and some pathetic space in between. So if you’re a marketing exec reading this and wondering “why does my social media suck so bad and what should I do about it?”

I have a very simple answer for you: Do nothing.

OK – actually, fire your social media team and then do nothing.

Wait, they didn’t just go viral magically? Nope.

Social media is mostly used by brands for all the wrong reasons. The best social efforts are gluing together and amplifying an already successful integrated marketing campaign. But the mistake marketers make is they see social as a “free” channel, run by the cheapest possible labor (interns, some enthusiastic freelancer in east South Dakota…), with the delusion that the image they posted of a coupon for fifty cents off a five thousand dollar purchase will somehow go viral by saying “please share!!!!!” in the copy somewhere.

Back to the brands who do a great job at social — they do it really well because of one main secret ingredient I discovered after years of research that I’m going to share with you: CASH MONEY. Lots of it.

Because I can’t think of a single award winning social media case study I saw at Social Media Snoozefest Conferences that didn’t secretly use traditional media buys and public relation spends to support it, but pretended they just posted stuff and it went viral on its own because they’re all social media super geniuses.

How do the smartest of the smart succeed?

Yet, there are these rare models of awesomeness who actually hire and empower smart people to run their social, react in real time, engage their fans, offer great customer support, and fire up their influencers in a real and authentic manner, and this in turn spawned an entire multi-billion dollar ad tech industry designed around giving the rest of the brand’s expensive tools to fake it with.

When I spent my last two years at an ad agency big enough that ad tech vendors regularly wanted to ask me for time to demo their wares and send inedible cookies with their logo printed on them, I was probably pitched by a new platform designed to use some new creepy artificial intelligence algorithm to tell me which hot influencers my brands should bother talking to and which ones to ignore on a daily basis (unless it was Nuvi, which meant constant emails and calls from multiple people in their company sending me and anyone they thought could influence me (including my boss) emails who would enthusiastically forward me their email with “check it out!,” forgetting that he sent me the same email last week).

And this is why social is broken.
Often, I have clients come to my digital agency saying “we want to hire you to do our social media.” In that scenario, we’re in a position where we have to deliver value for our fee, often competing against a freelancer or an intern with substantially lower rates – but the reality is, no matter who takes the work, it’s just not going to, you know, do anything. 

Because without integrating social into a full plan that covers all business goals and marketing efforts, it will do absolutely nothing, the client will have a bad experience and we’ll lose the opportunity to do more effective work for them.

Picture this scenario…

Imagine you have a camper filled with people you need to get to the top of a mountain. Once everyone gets to the top of the mountain, they can all meet an awaiting helicopter and soar above the clouds to happiness and wealth forever more. But the people can’t walk up on their own, so you need something that can carry everyone up to the top. Also, there’s a competing trailer and they too want to get to the top before you.

So you decide “if I save money now, I’ll have even more wealth once I get to the top.” You put out an RFP and you select a proposal. You decide to hire an inexperienced freelancer, who brings a tired old donkey and ropes him to the front of the camper. He furiously whips the donkey, who struggles mightily against the weight.

Finally, after a week of whipping, alternating the whipping patterns, optimizing the time of day of the whips, when to feed it water, and some highly proprietary measurement tools, your freelancer produces a report showing you that the camper has indeed moved one millimeter, while the competitor’s camper has barely budged a quarter millimeter (they hired an intern, who is trying to push the whole camper himself). Therefore, according to another proprietary confidential calculator, we’re outperforming the competition by 400 percent.

But of course, like your brand’s social media efforts, you can outperform the competition by a wide margin, and have all the best tools and the best of intentions but you are still just not going anywhere.

Everyone is winning the world’s best worst social brand award. Any money spent on social without a purpose is money wasted.

Social has reached the saturation point.
Like the rise and fall of social platforms, social media itself has reached a saturation and maturity level that makes it just as, if not more difficult to navigate than traditional media. Being the first on a new, fast growing platform like Twitter five years ago meant it was easier for a forward-thinking company to get some attention. But as these platforms matured, not only did the signal-to-noise ratio become unbearable, but platforms like Facebook and Twitter realized they were giving brands too much value for free and crushed all the organic reach to zero.

But the uninformed marketer still thinks they can post their quota of two tweets a day and someone is actually listening
. They’re not, unless you’re paying for the exposure, just like an ad. Additionally, these platforms got discovered by big brands finally, so your CPC rate just doubled or tripled over the past year.

Continuing to post to social media without having at a million followers and not paying boosting your posts (and having a real integrated plan behind why you’re posting, who you’re targeting and what you want the customer to do) is as insane as these guys holding a meeting for no one. Because no one is listening, yet thousands of dollars are wasted by brands every month posting dreck that no one cares about just to be “active” in social.

Okay, I get it, this sucks, so what now?

What do you do if you’re a smart marketer? Here are a few options:

  1. Stop doing social media. If a brand stops posting and no one notices, does anyone care? From the myopic point of view of being inside one company for too long, it can seem like stopping your posting would mean hundreds and thousands of conversations like this at the dinner table: “Honey, you know what’s weird?” “Are you talking about my new bra? It’s supposed to lift and support…” “No, I just noticed that I hadn’t seen a tweet from Mediocre Farms Brand Lactose-Free High-Protein Greek Gluten-Free Certified-Organic Yogurt in forever. I wonder if they’re ok!”
  2. Ditch “social media experts” for integrated marketers.  In the infancy of social media, when a majority of actual people in marketing and consumers in general did not have social media experience, it might have made sense to have someone on the team who really “got” social. But now everyone is on it, so being an expert loses its meaning. Knowing social media should be table stakes for any good marketer, so instead, work with someone with an integrated marketing background who is thoroughly cross-trained. Because that’s the only way you’ll find the integrated strategy that will make social media efforts effective. Siloing your marketing into “the social team” “the PR people” “the SEO weirdos” is like throwing the parts of an engine on the ground and expecting it to run.
  3. Integrate social into the DNA of the business. Great social media blurs the marketing, customer service, research, and branding lines, which means everyone in your company needs to be included in social. Having a top down overarching strategy combined with the permission to run the channels without a great deal of friction is the fastest way to achieving the integration and authenticity “social media experts” yammer on endlessly about at their conferences. That means social media becomes a C-level priority, with its components trickling down from there and making it a function of the company, not a cost with no ROI in sight.
  4. Treat social as a paid channel. With the ability to target your audience so precisely, social media is a huge opportunity that’s often wasted on the notion that it’s free. If you can get over the fact that it is, in fact, not free and is even more expensive in some cases than traditional media spends, there’s the ability to microtarget your campaign based on an infinite combination of interests, geo-targeting, demographics, psychographics, and behaviors.

You can still get a lot out of social media, but if you don’t have the budget or the motivation to do it correctly, your next best option is to cease doing it at all.

This editorial first ran on March 28, 2016.

Marc Lefton is a creative director and tech entrepreneur with over 20 years of experience. He's a partner in Digikea Digital based in NYC and Gainesville, Florida.

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3 Comments

3 Comments

  1. Julie

    March 28, 2016 at 12:52 pm

    As a owner of a marketing, social media and PR company the best thing you could have said is #4. Unless you realize social media is pay to play you are going to not come out a winner. We no longer take clients who want us to manage their social media without having an adequate budget. PERIOD. We also require to understand the entire marketing pie. We want to know and understand exactly what your marketing goals/plans/strategy are and we also want to know if you don’t have one!

  2. Michael Romano

    March 29, 2016 at 12:04 pm

    I think a simpler bit of advice for social media marketing would be, “Be more interesting.” We’ve all seen the painfully-awkward social media campaigns (the ones that look forced and out-of-place while scrolling through Facebook). But I’ve also seen some really clever campaigns, and I’ve had some limited success with a few campaigns of my own. For social media, your ads have got to have broad appeal and be equal to or more interesting than the other things on people’s feeds. That’s a challenge because social media feeds are created by some pretty sophisticated algorithms that have used feedback from the user to actually create an interesting feed tailored to that user. But the good news is that a platform such as Facebook allows you to really target a specific audience according to their “likes” and interests. I’d prefer that any day to the old days of radio, tv, or print media.

  3. Fran Stephenson

    May 2, 2016 at 10:18 pm

    Thank you for this- boring is boring. Would you mind if I tweeted this at all my clients? ;).

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Opinion Editorials

If you’re not constantly hustling, are you even living?

(EDITORIAL) If you aren’t hustling on the side, at night, while you eat, and in your sleep, are you really even a person in 2018?

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Back in the day, the idea of “hustling” was something of a negative concept (think Jon Voight and Dustin Hoffman in Midnight Cowboy). Now, if you’re not constantly hustling, and living that hustle life are you even living? If you don’t Rise and Grind, are you even a real person?

In this fast-paced, “I want it now” society, the assumption is that because we have 24 hours in a day, we must use every second of that time on one side hustle or another to make a few extra bucks, otherwise we’re not being productive. As Guru JP explains below, “being busy means you’re being productive. You do your best work when you’re always working. More quantity equals better quality.”

This has become one of the beliefs of entrepreneurialism: if you’re not working on your startup while Uber-ing at night and walking dogs via Wag on your lunchbreak, you’re not hustling and you’ll never be successful.

One important key of the hustle is to document how busy you are on social media, or else it’s not actually happening. Sharing a daily “rise and grind” pic on Instagram is the only way to appropriately start a manic day of hustle.

Despite what research would say, face-to-face communication is ineffective and computer mediated communication, or communication through text with no context or nonverbal cues, is the best way to relay messages. Also, if you’re hustling 24/7, there’s no way you have time for an in-person meeting when you’re on a FaceTime meeting while hosting a G-Chat team meeting simultaneously. I mean, come on.

The way that you know this is legit is that the hustle is referred to as a “game” which is how you should always describe your career path. Pople like volunteers in impoverished countries, single parents working ONLY two jobs, and people who built a business from the ground up and decided to only stay with that business, have no idea what hustling truly is (especially since none of it was documented on Snapchat).

And, the benefits of constant hustling are immense! You have unlimited time off and can take an unpaid vacation to anywhere in the world – just as long as there’s WiFi.

With hustling, you have so many options on how to make some extra scratch and start six different podcasts that all have a listener of one. Why wouldn’t you want to join this amazing idealism of entrepreneurship? Also, if you’re still reading, you’ve lost the game. Shouldn’t you be on to something else by now?!

Author’s note: In case you couldn’t tell, this entire article is incredibly facetious. Our COO wrote a popular editorial, rejecting the idea of hustling, and I completely agree with her on that. Constantly working to the point of exhaustion is, well, inefficient. Work on one thing, succeed, and then go from there. Ugh.

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Opinion Editorials

The strong case for Texas being technology’s next frontier

(EDITORIAL) Everyone loves Tacos and tech in Austin, but Texas has far more to offer – here’s how the various cities will create the next mecca for the tech world.

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texas capitol ceiling

Despite what the movies have told you, Texas is not the place you think it is. Sure, we’ve got cowboys, brisket, and a lot of BBQ, but the Lone Star State is much, much more than clichés. Over the last few decades, Texas has been gaining steam as one of the premier places to live in the country.

While yes, people love a good chicken fried steak or are always looking for an excuse to sneak over to their favorite grocery store, HEB, Texans aren’t sitting idly by when it comes to tech – they’re grabbing the industry by the horns.

Thanks to the state’s business-friendly tax breaks, a year-round predominantly warm weather climate, and a strong state culture, the popularity of Texas makes a lot of sense: Houston, which was once considered a third tier city is about to overthrow Chicago as the third largest in the nation, while also being lauded as our most diverse city.

Let’s repeat it, for all the people in the back: Houston, Texas is more diverse than Los Angeles, or New York.

Affordable neighborhoods are popping up across Houston, which are attracting immigrants from every culture looking for their slice of the American Dream. Houston is seeing explosive growth and a cultural shift away from being a town built on strictly fossil fuels, but now, startups, tech, and umbrella industries are finding their niche in the state’s biggest urban area. Only New York is home to more public companies.

Houston’s medical sector ranks with some of the top care in the world. And with those elite doctors, come the innovative pharmaceutical and medical companies, and the tech that supports them.

When you look at the top twenty metro areas to live right now in the country, four of those cities are in Texas. While some of those reasons are affordability and the signature Texas heat, the state is seeing new residents thanks also to a healthy job market. Since 2010, Texas has added 12.6% more residents, double lapping California’s growth of 6.1%.

Texas’ workforce is bigger than 46 states in the union total population and has doubled in job growth, productivity, and new deals are being struck daily. Texas’ impact on the tech sector is indisputable: Texas has exported more technology than California, again.

Deep in the heart

Startup culture is alive and well in Austin, but while some of our startups are finally beginning to draw VC attention away from Silicon Valley, we know how to slug it out in the land of the bootstrapped beginnings. If your company can thrive in Austin, with so many talented people, and a lot of great ideas, you can make it anywhere (sorry New York, for stealing your platitude).

Austin is still a developing story. As enterprises are opening offices in the capital city, this is helping VCs along the coasts see Austin’s potential as a hub of ideas. The city is still behind the bay area for risk-taking ventures, but given the current climate of investors, there’s a sea change happening.

Giants like Apple, Atlassian, Oracle, Dell, Amazon, Samsung, Facebook, and Google are all occupying space in buildings across the Austin skyline. Enterprise companies are investing heavily into the Austin market, and there are zero signs of a slow down. If you need further proof, just look at the traffic on any of the city’s major highways during rush hour.

Dallas is making a hard play at attracting the top-tiered companies as well. When Amazon head honcho Jeff Bezos announced put out a call for bids for Amazon’s HQ2, many cities made a play for the site, but now that the final cities have been chosen, both Austin and Dallas both stand to score the shopping monolith.

Oculus, TopGolf, and startups like Veryable, Dead Soxy, and Artist Uprising are attracting some of the brightest minds to the Dallas/Fort Worth metro area.

South Texas joins the party

San Antonio is quietly building a case for a burgeoning tech scene, too. It’s not quite there yet on the enterprise or startup level, but the city is widely known for one thing – cybersecurity. Outside of Washington D.C., San Antonio is known as “Cyber Security City USA” to folks in the black hat scene.

San Antonio logged the most substantial growth of all of the Texas cities, adding over 250,000 new residents in 2017 alone. Thanks to a robust military presence, San Antonio is quietly attracting more and more security-minded firms, a feat that’s unique in comparison to what the rest of the state is offering. Military-friendly banking institution USAA is headquartered in San Antonio, as is grocery chain HEB, and Whataburger, with all three companies investing heavily into user experience and mobile applications (aka technology).

If Amazon decides on HQ2 in either Dallas or Austin, that will signal a 200,000+ person addition to the state’s population and economy. That’s a lifetime investment into either city, wherever Bezos, and his board chooses. Coupling that possibility with the already strong presence of Southwest Airlines, Texas Instruments, and just about every major gas corporation, it’s easy to see why these moves are a huge deal. For the latter, it’s also important to note that every sector is bolstering their websites, their social media footprint, everything that can be done on a laptop is happening – one new job at a time.

As the tech scene develops and changes from a strong west coast-driven model, Texas is benefiting from the change. Many Californians are moving to Texas, which is an article to itself, but one thing remains: the Texas economy has never been stronger, and it’s only improving. The story of tech in Texas is a continual work in progress.

We’re not going to overtake California next year, but we’re making a stand, and people are noticing. If the current economic growth is an indicator, the famous Dairy Queen saying is potent with it’s accuracy: “That’s What I Like About Texas.”

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Opinion Editorials

How one podcast is giving a voice to veterans everywhere

(OPINION EDITORIAL) Veteran and former Paralympic skier begins volunteer podcast as a way to give voice to fellow veterans.

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“Tough times don’t last, tough people do,” is the mantra that Joel Hunt lives his life by. As an Army veteran, who was injured during his third deployment, Hunt has seen his fair share of tough times.

After suffering a traumatic brain injury and partial paralyzation in his left leg, Hunt left the army and was in the care of his parents. They encouraged him to try Paralympic skiing as part of his rehabilitation.

While he was initially against the idea, he eventually warmed to it and wound up skiing in the 2014 Paralympics in Sochi, Russia. This accomplishment helped lead him to the path he’s on now, which is dedicated to helping fellow veterans.

Hunt is now the host of The H-Train Show, a podcast he produces in his Denver, Colorado home. His work on the podcast is done strictly through volunteering, and is dedicated to giving veterans a place to communicate.

“It’s something that helps keep me busy and makes me feel good,” says Hunt. “[It helps] to erase the past.” The podcast airs on Military Brotherhood Radio and has had a variety of guests – all dedicated to the significance of veterans.

In addition to the podcast, Hunt also assists veterans through organizations such as Project Sanctuary.

Hunt recently co-hosted an event with former Denver Broncos wide receiver, Brandon Stokley, that brought ten injured veterans to the Broncos training camp for a meet and greet. Accompanying Hunt at this event was his service dog, Barrett, who Hunt has taught to fold and do laundry.

Hunt explains that all of his efforts are dedicated to helping fellow veterans recover from the tragedies of war. While he says that, due to his brain injury, he does not recall deployment, he still carries the tragedies of losing fellow Army members.

Now, being retired both from combat and skiing, Hunt states, “My heart is to help other veterans avoid the fights for life I did. Not everyone can enjoy all the success I achieved, but at least I can help make the journey less of a struggle.”

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