I Never Set Out to Have a Career in Social Media
It just sort of happened.
I certainly didn’t know very much in the beginning, but I did have a clear sense of how to tell stories. And that – most marketers would agree – is the single greatest tool in the arsenal. The ability to connect with an audience, and tell them a story that will help solve their problems.
This week’s YouTube video was about the Fundamentals of Social Strategy. (Watch it HERE.)
I also put together a 5-Step Workbook. (You can download that HERE.)
And here on my Blog, I like to create companion pieces for the weekly videos. If you want, go ahead and get caught up and then come back to read on because this isn’t going to be a recap of the video content. Instead, I want to use this post to talk about why simplifying the story is so very crucial. Because really that’s what the 5 steps are all about… trying to take all the noise and distill it down to something easily communicated.
Simple vs. Easy
SIMPLE and EASY are two words that often get incorrectly interchanged. But I want to set the record straight. Easy is cheap, while simplicity has an elegance about it.
Great brands know how to convey their message in a few quick words…
…or with a bold mark.
Brands can sometimes own colors like UPS did with brown…
… or the Green Bay Packers did with green and yellow.
But a Logo is NOT a Brand
These are all quick ways to convey the brand. But a logo, a tagline, and a color scheme DO NOT make a brand. They embody the brand, or perhaps remind us of the brand. But they do not make a brand. The Packers “brand” was built by Vince Lombardi and the fans who pour into Lambeau Field in the freezing cold each week to watch a game. It’s about the famous players who have worn the uniform over the years, and the authenticity of the game that they play.
The same is true with any brand, any business. A brand is about so much more than a logo and a tagline.
It has to do with the story.
So when I ask you to talk about the Apple brand, it would be EASY to talk about the logo, or the iPhone, or any of the many products they make.
But it takes much greater sophistication to get to the heart of what Apple is all about… what they strive for on a daily basis.
Apple is the world’s leading innovator in personal computing.
There’s the simple, elegant statement that summarizes the company ethos. In the 80’s, they believed that eventually every person in America would want a personal computer in their home. They were rigid in their convictions and steered the ship in one direction, toward that single goal. Likewise, in 2006, they said, “we believe every person in America will soon need a personal computer in their pocket.” A bold conviction that eventually changed the world.
It’s the Same for Every Business
The key is to identify the SIMPLE answer, the one that communicates everything about the company in as little time as possible. The EASY answer might get you clicks, might even make you money for a while. But EASY only succeeds in the short term. So for Nike, the swoosh along with their tagline, “Just Do It” gets to the heart of what the company is all about: pushing athletes to be the best they can be. They are a company of athletes working hard to serve a community of athletes. You don’t stay on top for 40+ years by taking the easy approach. Instead, that “all in” mindset has provided the fuel for an entire generation.
This week’s Video was all about providing a Foundation for your work on Social Media, and this is to get you thinking simply and clearly. I want you to build a strong foundation so that you can properly scale your business and serve more people.
The 5 Simple Fundamentals of Social Strategy
- Hit your target. Get clear on who your audience is, who you’re serving.
- Learn to tell stories. Stories that will help separate you from your competition.
- What are your content pillars? What kinds of stories are you going to tell?
- Identify your brand identity. Think about the look, voice, and culture you wish to convey.
- Understand the Fantastic Four. All content must do one of these 4 things: Demonstrate, Educate, Inspire, Entertain
These first 5 steps in the Video are about boiling everything down to that simple question. Answer that and you’ll already be miles ahead of your competition.
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YouTube Videos on Wednesdays.
New Blog post on Thursdays.
Facebook LIVE on Friday morning at 10:00am (EST).
Questions about this week’s topic? Leave me a note in the comments below. I’ll try to answer as many as I can in the Facebook LIVE on Friday. In the meantime, go SUBSCRIBE to the YouTube channel and watch out for new videos. Lots of great stuff coming your way.