Is This You?
George paid to have a professional website done for his company, Pronghorn Equipment Design. He paid a lot of money, and it was good.
Next George filled in his LinkedIn® profile and read some of the posts that popped up on his feed.
He encouraged friends and associates to follow his Facebook® business page, and he read books about what updates to post and what not to post. He hadn’t posted much yet.
George had heard of Pinterest®, Instagram®, Tumblr®, Google+®, and others too numerous to keep track of. Frankly, he was starting to feel overwhelmed.
Trouble In Paradise
Each one seemed to have its own flavor of “netiquette” — its own subculture and protocol. He started to understand why people said managing social media was a full-time job.
As if that wasn’t enough, he kept hearing more and more about Web content, curation, authority websites, reputation management, and audience engagement. Meanwhile, all he really wanted was more leads he could convert into customers of Pronghorn Design!
Don’t Do This
George started to put off thinking about the whole issue. Maybe it would just work itself out.
As these things usually do, it did work itself out. One summer morning, he was eating his omelette and cereal and browsing his news feeds.
Suddenly he stopped chewing and stared in dismay at the screen. An old competitor, Longtorn Design, had long been leaving behind a trail of broken projects on its way through the market. Now, as George checked the social media sites, he saw Longtorn popping up everywhere!
George had been outflanked. As he sat there, he found it a little tough to contemplete putting up a fight. He’d hoped he was doing OK. Now he had an uphill slog to look forward to — to save the market from Longtorn, if nothing else!
How To Do It Right
In this account, the names have been changed. On top of that, the companies and people are fictitious. The story, however, is based on experiences I’ve had and seen others having.
The saddest part is that these problems are so unnecessary. All you need is a clear vision of what your organization is all about — its identity.
Once you have the vision, you need to keep it in mind. And you need to make sure that you speak and respond from that identity in all your channels, no matter what trademarks are attached.
That does take a fair level of know-how, of course. Anybody could learn it, but most people don’t. Who has the time?
Well, ahem, I do. I know about content (as a writer), curation and authority sites (being familiar with several fields and with doing research), and audiences (as marketer and writer). if you need help focusing your Web presence, picking channels to reach your audience, and making sure your true colors shine through all of them.