August 26, 2010

Fame and Fortune Guaranteed

Don’t let any channel be in charge of your success.
That is your job.

As online social networking spaces continue to explode, it is becoming easier to build online collateral that some may mistake as a brand.

Since branding occurs between customers and is not created in a chemistry lab, your effort to give the appearance of expertise can only take you so far.

Do You Like Me Yet?

If you meet someone at a party and they press up against you and shove their business card and a pamphlet in your face, you would probably call security. But some feel comfortable jamming in-boxes with unsolicited sales pitches perhaps because of the appearance it may be easier than building another relationship.

Your quest for instant success,
may irreversibly hurt the brand you are trying to create.

As with many industries, some who are less than skilled claim to be experts. I was approached by a company recently who guaranteed they could help me market my company through social channels yet their online footprint was virtually nonexistent. Last week, there was promotional material floating around for an e-course and it read like it was written by a child.

Social media take a lot of time and even more commitment. The work is worth it but not if you are going to try it for a while and hope it does miracles for you. Other media or even an inflatable gorilla on your roof can't even promise that.

Limited Time Offer

You and your company are not a campaign. I don’t care how many followers you have and you don’t care how many friends I have if we can’t help each other get there.

Return on Investment has been a phrase uttered in business silos since we were trading rocks for rice and now with some people the phrase has been changed to return on now. Clients want chiselled in stone success guaranteed. I have been in media and marketing for twenty-six years, nothing is guaranteed.

What is certain is your ability to stick with it, monitor your results, review your organization for strengths and understand that you are building a business, not a Twitter following.

What are your thoughts?

Create experiences not campaigns.

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© Kneale Mann people + priority = profit
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