Julia Kennedy Jayes

What Was Old is New Again: Why Social Media is on Everyone's Lips

2009-09-28T12:15:25-06:00

If you're like me - and by that, I mean you speak with other human beings from time to time - then you've heard the term "social media" come up in recent conversations. Whether it's comedians talking about Twitter on television or self-proclaimed gurus issuing decrees about the latest best practices for blogging, social media is unavoidable.

So, what's the big deal, exactly? Why can't you go about your day and wait for these new "crazes" to pass, as all fads do?

I'll tell you why: Social media isn't a fad. In fact, it's not even new.

Social media has been around since man first developed speech. More commonly known as "word of mouth", its a form of advertising, marketing, and PR all rolled into one that's been our most trusted, valued source of sales since the first cave man bartered his wares and cornered the market based on reputation.

Social media, in its newest incarnation - the variety that has everyone abuzz - is more accurately a series of applications or platforms than a wholly new concept. And therein lies the beauty.

You don't have to be a Don Draper (What? You're not watching Mad Men?) or any other marketing genius to understand that unbiased opinions from individuals are worth their weight in gold when it comes to making a sale. Your friend's recommendation of that restaurant over the other, your boss's mention of a favorite mechanic, your sister's trustworthy babysitter - all of these will sway you toward purchasing decisions in a way no polished campaign or ad ever could. (Which is not to say traditional marketing and advertising is kaput. Hardly.)

But marketers, advertisers, and public relations specialists have always been limited in our ability to disseminate first-person testimonials, referrals, or recommendations. Sure, you could lobby to have a loyal customer quoted in an article or TV spot, perhaps feature a pull-quote here or there on a web site, or even try to cherry-pick a customer to serve as a professional spokesperson. But all of these methods pin their hopes on a single voice speaking to many. Sure that guy may be happy, but if he's not my neighbor, my boss, my friend, why do I care?

Enter the advent of social media applications.

Nearly six years ago, I began writing a personal blog. In fact, I started the blog the same day I looked up the word on Wikipedia. In short order, I learned about the collective power of individual voices in a well-connected online community. I learned about trust, information sharing, debate, friendship, and exposure - all from a new perspective.

My blog community was global in its reach, cross-cultural in its perspective, unlimited by time or space, able to interact with and create content in new flexible ways, and empowered by a sense of access and influence.

It took only a few months before I was wondering why the business world - at least the one my clients and I inhabited - had not yet found a way to meld this new sphere with traditional marketing and strategy. I did not know I'd have to wait another four or five years to truly witness the collision of the old, time-tested principles with the new, ever-evolving applications.

Fast-forward to last summer. Suddenly, clients were asking me questions about Twitter and Facebook. About blogging on their site. About viral strategies and online interaction. Suddenly, the blogging habit that had led to confused looks at best, and derision over my nerdiness at a worst, was a desirable and somewhat-unique trait. Suddenly, people were getting it.

I try to keep my answers simple: When it comes to marketing, social media is really our old pal word-of-mouth playing out in wonderful new ways, across media most of us did not see coming. It's a chance to blend the personal with the professional just enough to create social bonds, create ongoing relationships, open channels for dialogue, and garner valuable feedback.

All of these principles are well-worn and proven. But the applications, the new "rules", the pathways are not. They are imperfect, in flux, and a subject of much (necessary) debate.

My advice to you: Take heed. Do not relegate social media to the land of fads of yore. Do not dismiss it. Look at it as a tool - a good one. Ask questions. Take notes. Weigh in. And then dip your toe in. Your business will thank you for it.

Note to Self: Practice What You Preach

2009-08-26T09:57:06-06:00

I hate to admit it, but I've broken one of my own rules. I've been so busy with social media - advising clients, reading studies and articles, giving presentations and one-one-one counseling - that I neglected my own blog! While I've still been active in Twitter and Facebook, I've let my favorite form of online social interaction lag.

By way of an apology, here are the highlights of what I've been up to during my absence, and a promise of more entries to come:

My colleague and client, Sara Canaday, and I gave a presentation on social media and personal brand to Vistage - a wonderful networking group of c-level executives. The presentation, Virtually You: Taking Advantage of Social Media While Taking Care of Your Brand, gave an overview of the Whys and What-fors of social media, paired with practical advice on conveying a consistent, authentic brand online.
Speaking of Sara, we rounded out and launched her new brand and web site. Sara is an engaging speaker and an amazing resource for anyone interested in leadership development, personal brand, or effective communication and presentations.
I'm working with a national real estate services company to produce a digital magazine for homeowners. I promise to share once it's published.
I'm helping brand an Olympic hopeful in the amazing sport of dressage. Whit Watkins is an accomplished athlete and rider with all the talent, determination, and poise it takes to become an Olympic champion. Our job is to get her the financial backing she'll need to make it in one of the most expensive, elite sports around.
I attended the BlogHer '09 Conference in Chicago. The conference focuses on best practices, blogger outreach, creativity, social media, and all things related to blogs and the women who love them. I met some amazing people and took notes on many topics. "Inbound" marketing is at the forefront of every discussion I have lately, and BlogHer was a great place to take the pulse of the industry.
I moved! Okay, so it's not work-related. But it does help excuse my absence. A bit.

I'll be blogging more in the coming weeks about the social web and why it's such an unavoidable topic - even for those who don't yet see it as relevant to their businesses. I'll also bring you some updates on clients, evaluations of a some social media tools and applications, and any other interesting tidbits I find along the way.

Before I go, a question: Have you broken any personal rules or concepts lately? What preaching haven't you practiced?

"Sometimes a Cigar is Just a Cigar"

2009-06-16T15:25:01-06:00

Spend more than five minutes talking with a business owner or marketer and chances are good you'll learn about what makes them different from the competition.

Standing out is good. Carving out a niche is important. But good writers and strategists recognize that there is a fine line between being different and being unintelligible.

Don't get me wrong - I love differentiation as much as the next gal. But I think Freud was right - at least on this count: "Sometimes a cigar is just a cigar."

Perhaps a story will illustrate my point: A few months ago I attended a lovely networking luncheon. A client of mine happened to be speaking and the room was filled with intelligent, successful, collaborative people. As I made my way around the room, I was introduced to a woman I'd never met before. She asked what I did and I told her that I am a writer and marketing consultant. When I asked the same of her, with a look of utter seriousness and sincerity, this is what she said:

"I create transformative experiences."

"Oh," I replied, trying to be polite while I blinked and tried to imagine what it was she REALLY did for a living. What sort of experiences qualify as transformative?, I wondered, and how exactly did she create them? Heck, is that even legal?!

As it usually does, curiosity got the better of me, and a few questions later I arrived at the basic answer about this woman's business.

Wait - first, let's do a little exercise: grab a Post-It note or your kid's latest art project and jot down what you believe to be her profession.

Go ahead, I'll wait.

Ready? Really? Okay, here goes:

She sells candles. Really lovely, high-end candles. And she makes a great living doing so.

Why, I wondered, did she feel compelled to give such a confusing, mystifying answer to people she was meeting for the first time? I think the answer is that business culture has taught us that being unique and creative trumps all else. But that's a fib. Surely this woman had true points of differentiation - like quality, range of scents, or duration - that could have set her apart from any other candle-sellers.

While this woman sets an extreme example, I see clients struggling with this issue routinely. There are two times when business people are tempted to go overboard with uniqueness:

1. When what they sell or do is common and thoroughly understood.

2. When what they sell or do is extremely rare and/or misunderstood.

In the first case, we tend to worry that our product or service lacks that "wow" factor. We're one of millions, and we struggle to stand out in our messaging.

In the second, we worry over the large gap in knowledge, searching for terms that convey all the nuances of our trade to help people "get it" right away.

So what's the solution? Here are my tips for giving your message true meaning:

1. Call a spade a spade.

Sometimes there's a legitimate reason a word is overused: because it's accurate and meaningful. A recipe is a recipe - not a "concoction order". Don't disregard valuable words just because they're common.

2. Look for concrete selling points.

Invest your energy in pointing out the quality or value of your offering, instead of looking for (or making up) new words to describe the status quo. If you're at a loss, put yourself in your audience's shoes and ask, "What's in it for me?"

3. Be concise.

Too many words is a good indicator that you've "gone to the dark side." People appreciate honest, straightforward descriptions.

4. Test it.

Ask an honest friend, colleague, or adviser - even a stranger on the street. Give them your line and ask them what it means. If they get it wrong - you got it wrong.

5. Plain dress, fabulous shoes.

Sometimes the trick to creating a sexy message is to pair plain, no-nonsense terms with words that are a bit more showy. Perhaps the woman in our example sells "artisanal candles" or is a "candle connoisseur". However...

6. Nix the super-trendy.

Sometimes otherwise useful words lose their meaning because of inappropriate use or simple popularity. Currently, words like "maven" or "guru" are on my watch list. "Expert" is classic and never goes out of style.

7. Grab a lifeline.

When in doubt, hire a professional to handle your messaging, and let them walk that tightrope for you. For some reason, this is always my best piece of advice.

So - put that in your "cylindrical tobacco conduit" and smoke it!