3 Reasons the “ROI of Social Media” Debate Continues

After years of case studies showing social media’s power to connect people (customers, partners, and employees), you would think the debate would be settled.

It’s not.

In fact, it’s just beginning in some companies…now in a new way.

While nearly everyone is probably willing to admit there is some value to social media and that “it works”, a new question is arising.

Exactly how much is it worth?

This video parodies what’s going on in some companies as the new year begins.

How do situations like this happen?

Sometimes decision makers are not educated enough on what they were buying, had their expectations set too high, or don’t have patience to see it through.  It might even be a combination of all three.

Here are three big reasons why leaders are beginning a new round of debates about the value of social media in the marketing mix:

1) Poor Education


Leaders are not being educated on what they are buying, how long it will take, or what it actually does.

Sometimes, overzealous marketing leaders used the “Everyone’s Doing It” pitch and got approval without explaining that social media is a new kind of war, not a single battle.

2) Wrong Expectations

Have you heard or said things like:

  • “Social media is free advertising!”
  • “Social media will make sales explode!”
  • “Let’s make it go viral!”
  • “We won’t have to spend money on other expensive marketing routes.”

In reality, using social media is only one part of building a modern business.  Setting expectations too high, too fast, or too easy makes for trouble.

3) Lack of Patience

Some leaders have been properly educated with correct expectations, but just don’t have the patience.  Their ADHD leadership tendencies make them lose focus or patience and they withdraw support so they can focus on their next great strategy.

 

Social media is not a strategy.  It is a method of communicating.

Communication can be good.  Communication can be bad.  However, for most industries there is no way to calculate return on investment of communication.

It is everything.

If you choose to do social media poorly, you are choosing to do business poorly.

Don’t stop something you’ve started because you’re impatient or afraid.  This social media stuff isn’t going away and your competitors are only spending more time and money each quarter on finding ways to connect with your clients.  Ignore it for too long, and your clients may begin to ignore you too.

Finish the debate tonight,

Aaron@Biebert

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When You Have Someone’s Attention: Don’t Waste It!

A couple quick thoughts at the end of the week.

Humans are no longer limited by a lack of information.  We’ve never had more Wikipedia articles, Google search results, emails, updates, and every other way we get information when we need it.

We even have Siri or other artificial intelligence like Big Blue to do the work for us.

Information is not the problem.

 

We are now limited by the amount of attention we have available.

When you earn someone’s attention, you shouldn’t waste it.  It’s precious!

 

Does your page respect people’s time?

  • Do you dominate Facebook with a ton of trivial posts?  We only have so much time and you’re wasting it.  We will unfollow or hide you.
  • Why are our comments awaiting moderation on your blog? You have a spam filter.
  • Are you deleting Facebook comments that are unfavorable to your brand?  You are asking for trouble.  Comments will go somewhere.
  • We won’t do business with you if you ignore questions or comments on your page.

 

Why are your customers waiting?

  • I spent 3 hours on the phone with AT&T yesterday.  Now I’m switching to Verizon.
  • My favorite grocery store has no parking.  I now have a new favorite.
  • Sam’s Club always has 10 people in every line.  I’m not renewing my membership.

 

How are you one on one?

  • Are you constantly checking your phone?
  • Are you dragging the conversation down by spend too much time on meaningless stuff?
  • Are you actually listening?
  • Do you spam your contacts with unnecessary emails or other deferred communication?
  • Do you say stuff just for the sake of saying it?

 

For the sake of humanity, we must stop.

 

The developed world is out of time.  Relationships are suffering.  People are overwhelmed.

If you want to keep people’s attention in the Attention Era, you must respect it.

It starts by not wasting it.

Have a great night,

Aaron@Biebert

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3 Types of Human Communication

Are we truly communicating? Are you engaging people?

Humans are not at their best when sending and receiving messages that are either delayed or blindly broadcast into “the stream”, desperately hoping someone will see it.

It is inefficient, impersonal, and too easy to lose, ignore, or forget in an Attention Era where each day means more new signals.

It will kill our society.

How are you doing business?  How are you leading people?

Here are three ways we can choose to communicate.  As the list progresses, communication degrades and becomes less effective.

 

Concurrent Communication

  • Personal Meeting
  • Skype / FaceTime / Google Hangout
  • Phone
  • Instant Message Conversation

 

Deferred Communication

  • Personal YouTube message
  • Voicemail
  • Text Message
  • Email
  • Facebook Message
  • Social Mentions (Twitter, Facebook, Google+, etc.)
  • Comment
  • Twitter DM
  • Mail
  • Telegraph

 

Broadcast Communication

  • Bullhorn yelling on corner
  • Sandwich boards
  • TV Commercial / Online Video Ad
  • YouTube Video
  • Radio
  • Pins on Pinterest
  • Billboards
  • Twitter Update
  • Facebook Update
  • Social Check-ins
  • Smoke Signals

 

If people are really your people, you need to talk.  Real friends don’t spend years trading delayed snippets of communication with each other.

Communication is more than words. True engagement is harder than you think.

Engage in real communication tonight,

Aaron@Biebert

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News Flash: Pinterest Isn’t Just For Girls Anymore

Pinterest is being invaded by men.  It’s true.

Ready or not, here men come!

 

I first heard about Pinterest.com from a woman who was telling my wife that she and her daughter are addicted to “pinning” things and looking at “pins” all day.  Since I never want to miss the next big thing (addictive is indicative), my ears perked up.

That is until they started talking about the cute hairstyles, pretty dresses, and neat craft ideas they found on Pinterest.

I took a pass and let my wife be the pioneer on this one.
Pin It

However, about a month ago I started paying attention again after hearing that it was the #3 social network for time spent, #5 traffic driving social network (beat out Google+), and had growth of 400+% in the last six months.  On Tuesday, Hitwise tweeted that Pinterest’s visits have grown from 10 million to 17 million in just this month!

I also started noticing more visits to 8pmWarrior.com from Pinterest.com, so I did some research.

This is what I found

 

There are men on Pinterest?!

 

I don’t ever want to be a latecommer to the next big party.  Plus, I was an art minor in college and enjoy graphic design & video production.  Many people (all women) told me that Pinterest was right up my alley.

So I signed up.  Yep.

Once on the inside, I found great infographics, inspiring quotesinteresting real estate, funny stuff, and other suitable “pins” for men.

I also learned how to braid hair too.  (You can’t win ’em all)

I might get kicked out of the men’s club for sharing these names, but to prove that I’m not the only guy on Pinterest, I’ve assembled the entire list of other men on Pinterest:

If you’re a guy on Pinterest, please post a link to your profile in the comment section below so I can follow you.  The more men I hang out with, the less feminine I feel.

In all seriousness though, I strongly believe this will become something big.

 

As an entrepreneur, I see the potential for businesses.  As a marketing thinker, I see the potential for exposure.  In the Attention Era, I see the best stuff in the world getting attention.

Essentially, it’s a visual version of twitter.  Instead of links, there are pictures to click.

17,000,000 people went on it this month, which puts it in the top 10 social networks in the world.

Pinterest is going to be big.  If I was you, I would check it out.

It isn’t just for girls anymore.

If you need an invite to Pinterest (it’s still private), I’ll send invites to email subscribers of my blog since I already have your email address.  Let me know if you need one.

If you’d like to connect on Pinterest, my profile is http://pinterest.com/abiebert.

Try something new tonight,

Aaron@Biebert

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Follow Me on Pinterest

Here We Go! (Again?)

2012 is here.  We made it!

Does it feel like New Year’s Day keeps coming faster and faster each year?

What is changing?

 

Are you?

Every year I can’t help but think of the people I know that had big plans, huge hopes, and daring dreams for the last year. I’m always pulling for my fellow warriors, so I hate when it’s all talk, no action.

Warriors go to war, they don’t just talk about it.

I’ll never understand how some folks act like there’s an unlimited supply of days like today. Fresh starts. New years.

Here we go…again?

 

The problem is we only have so many new years before we run out.  This is a sobering thought for sure, but true nevertheless. What would you do if this was your last New Year’s Day?

Would you still keep dreaming or would you start doing?

If you need a calendar to push yourself, take it. But please don’t keep putting off what matters.

You might push it right out of reach.

Have a great year,

Aaron@Biebert

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Your Three Options for 2012

Today we usher in a new year, a new month, a new week.

What did you learn from the last one?

As much as people like talking about the events of last year or predicting the future, we should really focus on something more important.

It’s not what happens that matters. It’s what you learn from the experience.

Bad things happened in 2011. Tons of them.

What did you learn?

 

Bad things will happen in 2012 too. It’s a guarantee.

Here are your three options:

1) Ignorance:

Run away.  Ignore the lessons earned from tough times.  Be shocked again when bad things happen.

2) Awakening:

If you picked option #1 for 2011, you can change your mindset.  Face the hard times, learn from your challenges in 2012.

3) Implementation:

Take the lessons learned in 2011 to prepare for and minimize the damage of tough times ahead.  Run toward the future with eyes wide open.  Be brave.  Be aware.

There are no other options. You’ll either be an idiot, a newbie, or a veteran of hard times.

Thanks for teaching me in 2011.

 

Thanks for your comments.  Thanks for your sharing. Thanks for your heart.

You changed me this year.  I will never be the same.

Thank you.

Here’s to a great year of learning ahead…cheers!

Aaron@Biebert

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The Most Important Project in Your Life…

The most important project in your life is the one you’re working on right now.

The past may be glorious.

The future will always hold new opportunities.

However, what you’re working on right now is all that counts.

Your past doesn’t matter if you don’t win today.  Your future doesn’t matter if you don’t get started on it.

I hear so many people reminiscing about “the good old days” or waiting for the great future they envision.  They can’t move on from the past or they’re waiting to someday conquer the future.

Conquer today!

Start tonight.

Have a great night,

Aaron@Biebert

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When Leadership Doesn’t Matter

Leadership doesn’t matter if…

  • You don’t need to innovate
  • No one competes with your group
  • Everything is automated
  • There is no turnover in staff
  • Everyone knows what your company does

Congrats to those of you who don’t need leadership in your organization.

That’s really neat.

Organizations that don’t value leadership won’t be here in a couple years to need it.  Interesting how that works…

For the rest of us, it’s time to innovate, strategize, recruit, and envision.

Nevertheless, I’m continually surprised by how many managers don’t lead, how many companies cut down their leadership ranks to save money, and how many leaders don’t bother to lead themselves higher first.

Difficult times call for stronger leaders.  We need you tonight.

Have a leadership night,

Aaron@Biebert

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