Even accomplished chefs are always on the lookout for new and exciting dishes. New techniques and novel applications of classics. Interesting ingredients and unexpected combinations. All in the service of surprising and delighting customers, and advancing the profession.
Sadly, social marketing bloggers seem content to warm up the same basic dish over and over again, just seasoned and garnished a bit differently.
It is said that Johnny Carson first posited that there is actually only one fruitcake in the world; it’s just passed around a lot. You see where I’m going with this…
The basic recipe for a blog post on how to be successful in social marketing:
- Generalized invocation of social marketing’s importance
- Quote by social media and/or marketing “guru” (preferably Chris Brogan or Seth Godin)
- Statistics on blog readership and the number of Facebook, Twitter, Google+ and LinkedIn subscribers
- Authenticity bullet point
- Listening bullet point
- “Join the conversation” bullet point
- “Content is King” bullet point
- Thought leadership bullet point
- SEO bullet point
- ROI bullet point
- Reference to parties who “get it” (i.e. enlightened heroes) and/or “don’t get it” (i.e. willfully ignorant objects of pity and derision who need your help and mentorship)
- Links to reporters, association execs and conference planners you want to suck up to
- Warning about the perils of not embracing social marketing
- Local seasoning (e.g. reference to the intended audience’s specific challenges/opportunities)
- Combine all ingredients
- Whip into a froth
- Serve — over and over again.
Come on “Top Social Media Chef” wannabes, here’s a “quickfire” challenge for you: Reinterpret this bland staple of social marketing blog posts and make a signature dish.