Typically, I’m not one to let important things slide. And while I wish I could say that my reduction in blog posts was by design – a test of some sort – its not. That’s not all that’s lacking, either. I haven’t dived thorough those great feeds in my reader in a good long while. I’m still tweeting posts and articles about marketing, advertising, technology, and other material I think my followers might enjoy. But I’m not at the same level of 2-way communication (the word ‘conversation’ is starting to feel very cliche to me) as I’d like to be. With all I’m trying to help accomplish at work (rebranding, marketing, and publicizing a small company), I just don’t seem to have the time. It’s been over two weeks, and I don’t even have all of my vacation photos up on Flickr yet. My sister is driving me nuts wanting those pics. Shoot, I haven’t even pulled out my Flip since the last of this year’s band concerts concluded.
Did you hear what I said? I haven’t had much time to be involved in new media and online fun stuff these last couple of months. And I likely won’t for a few months yet, either.
Does this mean that creating a blog was a flight of fancy for me? That I may have jumped on the Twitter train just to claim a space? Or that I don’t appreciate the intelligence and generosity of 70 talented blog owners to whom I’ve subscribed?
No, it doesn’t mean any of the above. It does mean, however, that my blog site traffic is down. That I have fewer, if any, comments, so I’m missing personal exchange of viewpoints. I’m not reading posts of gold and growing from someone’s thoughtfully written insights. It means I’m not throwing out a few of my own opinions into the mix, either.
In the big scheme, these things don’t matter a tremendous amount. My post writing is mostly an outlet for my passion, anyway. And I could mark all my feeds as ‘read’ and start fresh tomorrow with a more manageable load. It shouldn’t be too hard to find a good topic going among those I follow on Twitter and jump in. I’m just one person with a day job and a personal interest in doing these other things wherever I can pack them in. I’m not a self-employed pro relying on new media to gain personal exposure or positive impression. Nor am I a company that decided we needed to “do” social media and stuck a few gratuitous irons in the fire (can you tell I have an opinion on “Me! Me! Me! brands?)
But what if I were a freelance marketing consultant, or a member of the internet marketing division of an agency (their term, not mine) and Twitter, Facebook, blogging, and YouTube channels were all tools and channels I decided were important to my business (I’ve received enough “SM strategy experts” followers and seen enough PPC Facebook ads for the same to be frightened about the general public’s threshold for mediocrity)?
In those cases, not having enough time really wouldn’t work, would it?
See, that’s my point. My personal involvement in new media can ebb and flow as my daily circumstances necessitate. I still have connections with people, but there’s some understanding of fluidity. But for organizations that have decided to be involved on these platforms and be accessible to audiences as well as initiate discussions, well taking time off for other projects just won’t work. A waning or lack in proper care to online presences won’t be an easily excused change in events for customers. Just like the all-gratuitous tweets and Facebook wall posts, absence makes those organizations seem disorganized. Uninterested. Uncommitted and poser-ish. Given one of the beauties in these spaces is self-selection (choosing our friends, feeds, etc.), its especially affronting to be let down after opting in.
It’s all been said before, probably more eloquently and succinctly. But let me encourage you (and your marketing director!) to give serious thought to your objectives, cultural commitment, level of financial support, personnel resource capacity, and tactical goals (customer service? price/item promotion? topical resource or knowledge guide?) before considering becoming involved in new media.
There’s nothing dishonorable in leaving the land bare this season (we can’t all be farmers). Or even in planting a partial plot of a new crop just to see how it goes first. But it sure would be a shame to buy the land, prepare the soil, and plant the seeds in the entire field only to become neglectful (maybe even mismanage) and lay waste to what may emerge.
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A consumer-centric brand strategist with strengths in idea orientation and activation. Seeking the intersection of brand relevance, differentiation and emotional fulfillment to create opportunities for stronger customer relationships. Believe compelling content can create a memorable brand experience in this noisy world. Brand is the heart of business.
