This is the fifth of 6 episodes in which I’ll be walking you through the foundation level of my Marketing Strategy. I’m going give you ideas, advice and guidelines in a simple, step by step process that will work for any startup or business new to marketing.
The episodes cover Planning, Stats and Analytics, Website Development, Search Engine Optimisation, Social Media and Business tasks that you need to do to give you marketing strategy a great foundation.
If you want to jump ahead. everything I’m talking about is available online nowratherinventive.com/marketing-strategy
For now here’s part 5 and it’s about Social Media. Enjoy!
👋 If you found this podcast interesting you might like my Marketing Club. Join to receive regular tips and advice on marketing, video and the web and Pro Members get access to my live marketing webinars every month, exclusive discounts and other perks. Find out more here https://ratherinventive.com/club/
Getting hooked on an endless scroll of media inputs is not the same as being informed. There’s long been a business model of urgent news (“man bites dog!”), but now it’s been leveraged, amplified and optimized to suck people in for hours at a time.
I limit my news intake to a handpicked set of websites via Feedly and aim to check in once or twice a day, I don’t rarely listen to the news and try to use Twitter as a last resort. I don’t want or need to know everything that happens as it rarely brings me joys but I simply don’t have time.
I’ve often heard the term ‘Hanlon’s Razor’ – usually on tech podcasts – in relation companies doing the wrong thing and where people assume the worst and jump to conclusions. so decided to look it up.
‘Never attribute to malice that which is adequately explained by stupidity’
Robert J. Hanlon
An example of this can be seen when Apple was accused of slowing down old iPhones to force people to upgrade, where in fact an update was made to improve the performance of phones with older batteries by slowing them down a little to prevent a high peak power drawn causing the phone to crash.
The same effect can be seen on social media when people jump on the back of a scandalous story.
Modern media treats outrage as a profitable commodity. This often takes the form of articles which attribute malice to that which could be explained by incompetence or ignorance. We see examples of this play out in the media multiple times a day. People rush to take offense (sic) at anything which contradicts their worldview or which they imagine to do so. Media outlets are becoming increasingly skilled at generating assumptions of malicious intent. When looking at newspapers, websites, and social media, it can be beneficial to apply Hanlon’s razor to what we see.
The lesson I take is not to see the worst in peoples mistakes but to assume they are busy, forgetful or hassled like the rest of us and to give them the benefit of the doubt. At least the first time. Not only will it help you to stay calm but it will also moderate your response and prevent a situation from escalating.
The quoted article from FS above, dives into detail as well as explaining other popular terms like Occam’s Razer. Well worth a read.
In this webinar Heidi and I will focus on how you can use Facebook and Google My Business to make sure you are all set to attract local customers as the lockdown eases and people start to look for local services again.
Heidi Chamberlain-Jones (Eat Sleep Live Herefordshire) and Ben Kinnaird (Rather Inventive Marketing) share their best ideas on using social media, email and presenting on video to stay connected during lockdown so you and your customers come out of this stronger together.
We’ll also look at the website and SEO improvements you could be making in this quiet time to prepare for a return to normality – Whatever that will look like!
The 2010s were about radically open social media platforms — a gigantic, unmanageable mess.
Next 10 years? Pendulum swings back. Niche communities of interest & purpose.
Like a falling tide, I feel that there is a pull back to smaller interest groups and communities. As a lapsed forum user (I spend much of my 20s in Macromedia Flash forums) and advocate of the WordPress Community, it feels more wholesome and personally connected to me.
Sure, we’ll still have the trolls and attention seekers but they won’t have as much impact or power often gained from retweeting.
In Andy’s Twitter thread he goes on to talk about how brands need to move from wooing an audience to building a community.
Break em out. Round tables so they’re facing and sharing and talking to each other.