Overused Words in New Media

Consultant. Everybody wants to be one.  Why?  Because consultants don’t have to be accountable to your results…but they still get paid.  How about we change this title to “Professional connector”?  That’s really what I’m looking for.

Social Media.  In #SocialBrand14, Chris Brogan and Jason Falls both basically said that Social Media is a small part of the big picture of marketing today.  Yet when in discussion with most people, social media is used as an all-encompassing term.  That leads me to believe that people that love social media understand this.  The ones that are marginal at best aren’t open to seeing it as more than what they use it for—keeping up with friends.

Sales.  News flash, folks…Sales no longer is.  People buy, but they are not sold.  They don’t need you to SELL them…They CHOOSE to buy from you.  If you’re in an industry where repeat business contributes to your company’s revenues and you get this very simple point, you will reap great rewards.  It’s a huge mind shift.  Figure it out.

Content Marketing.  The biggest problem I had with #SocialBrand14 was the lack of consistent clarity around the purpose of content.  On the positive side, content was explained as something that draws people to you. On the negative side, content was explained as something remarkable that gets someone’s attention.  If we were doing this according to the rules of inbound, wouldn’t we be creating content for a community who that is giving permission to entertain them with content about shared world views?  If so, why would I need to create something that will impress new community members?  Wouldn’t my current ones spread the word?

Here’s the most important message to take from this post:  It doesn’t matter what you call it if you don’t DO IT.