5 Tips for 3 Lessons to 10 Habits of 6 Secrets of Social Media

Blah Blah Blah

Blah Blah Blah

I never used to be a believer in the adage that “Those who can, do, and those who can’t, teach.” I graduated with a degree in education, after all, and now part of my job is conducting client training in digital best practices.

I have officially Changed My Mind, and it’s all the so-called “experts” that led me to do so.

Look, I get it: blog post titles are good linkbait. People like simple, short lists of things they can do immediately. But today I counted no fewer than 50 articles in my Google Reader with headlines beginning with phrases like “3 Easy Steps” or “5 Habits” or “10 Secrets,” all purporting to wield some great knowledge about social media in particular and online content in general.

While I’m sure the pagerank for these blogs is great, and they’re highly trafficked and highly commented leading to an enormous ego stroke for the authors, I’ll let you in on a little secret: They all said the same thing.

Actually, they didn’t, but they all blurred together in an acidic whirl of blah blah blah. My “Technology” folder in Google Reader is starting to look like a classic Ren and Stimpy background.

Because I’m a curmudgeon like that, I’m going to slash all their tires and let you in on the biggest secret of digital media; the secret none of these shaman will tell you, lest their careers, speaking engagements and book deals go the way of the dodo:

Be interesting, relevant, and valuable.

The end. Period. Insert fork.

Yes, you have to monitor and measure and all that jazz. Those are just the tools of the trade and we’ve all got the same bucket of Legos to play with. But if you’re interesting, relevant, and valuable, you’ll see return in spades.

If over time your interesting, relevant, valuable content about your product doesn’t lead to anything, your product probably sucked anyway. Or maybe someone else did it better. Whatever. The point is, a salient reason to keep coming back and keep buying, paired with quality offerings, is the whole shooting match.

Now stop reading so many blogs and start making things interesting (and relevant and valuable).

Raidious on My Venture Pad, Despite a Death Wish

Two quickies:

Featured Post

My Venture Pad

My Venture Pad

A post from the Raidious blog is currently featured on the front page of My Venture Pad. Matt’s post “Three Things I’ve Learned Working at a Startup” apparently warranted some attention.

We appreciate the inclusion on a site we read often. It’s always nice to have someone else check out your work and find some value in it. My Venture Pad is a really useful site with lots of great posts and resources for small business and networking.

Raidious Death Wish

BC's Raidious Death Cycle

BC's Raidious Death Cycle

Our director of platforms, Brian “BC” “Silent T” Conradt, just fulfilled his dream of owning a motorcycle. He promises to wear his helmet.

While we think he’s a little crazy, he did manage to find a bike in Raidious Orange. Now it just needs a logo and a Twitter profile.

That’s all. Happy Friday!

Three Things I’ve Learned Working at a Start-Up

The Great Wall of China at Mutianyu

Image via Wikipedia

I just read an article on Fast Company called “Ten Things Your Employees Wish You Knew About Them,” and it prompted me to sit back for a moment and reflect on the past year of my career.

I was asked to join Raidious a year ago this week. I had just been laid off from my position as a web manager at NYU Langone Medical Center. I was faced with the prospect of job-hunting in the midst of a severe economic downturn.

Our CEO, Taulbee Jackson, doesn’t like me saying this, but I’m a big believer in transparency. The truth is I was unemployed and scared, and the timing was pure serendipity: Taulbee was unaware of my recent layoff when he asked me to come on board.

So I moved into a 200 square foot studio apartment (in which I shared a kitchen in the basement with two other residents) in a fairly frightening neighborhood, Bushwick/BedStuy. I spent six months working for free, drawing unemployment that barely covered my rent, food and other bills. I ate a lot of Ramen noodles and peanut butter sandwiches. With the complete trust of the rest of the company, I sat there with my dog and everything I owned in a tiny room in the middle of a war zone and Got Things Done.

One year later, I’m back in Indianapolis, working with a company that’s on the rise. We’ve been profiled in national publications, we’re working with national and international clients, and we’re hiring people. We’ve built this company on long hours, ingenuity, belief in ourselves, and sacrifice–none more than Taulbee himself.

On a personal level, I’ve had the opportunity to give guest lectures, attend and speak at conferences, have been asked to be adjunct faculty at a college teaching web marketing, am in discussions about a book deal, and have worked on some amazing projects that really mattered.

With all that in mind, here are some things I’ve learned in the last year:

I didn’t know what I didn’t know.

I spent several years as a web monkey, low on the ladder, staring up at a bunch of monkey butts. I had ideas and knowledge, but I was stuck in a position where they weren’t understood or weren’t a priority. Now my ideas are respected and considered, and many have been actualized with real, measurable results. I didn’t realize that I could contribute on such a scale, because ideas had always flowed down from the top for me and others to execute, not the other way around.

Every decision impacts the company’s bottom line–and mine.

The Great Wall of China started with one brick. No matter how inconsequential one action or decision might seem, each one forms the foundation of success. Going halfway causes a weak point that leads to structural failure. That failure may not become apparent immediately, but somewhere down the line there will be a crack that turns into a major fault. In the end, every client matters, no matter the size or budget.

You make your own luck.

I had never worked with Taulbee prior to joining Raidious. He knew my reputation, and knew of my past ventures, but we were merely acquaintances. Based on what he knew, he asked me to be a part of this grand experiment. Every interaction you have throughout your life and career help shape the opportunities that come your way, and you never know when one of those opportunities will avail itself. Make the most of every relationship, every day, and good things will happen.

Silence Is Golden: How My Grandmother Schooled JetBlue

Our CEO and fearless leader Taulbee Jackson always says if you can’t offer a solution, don’t complain about a problem.

As most mothers did, my mother always told me if I couldn’t say something nice, don’t say anything at all.

My grandmother probably said it best: “If you keep mouthing off like that, a bigger boy’s going to pop you one.”

Perhaps JetBlue was privy to the advice of all three and, in the online flap surrounding the epic bailout of a frustrated flight attendant, chose to say nothing. It was a full two days before the company acknowledged the incident on their blog.

“While we can’t discuss the details of what is an ongoing investigation, plenty of others have already formed opinions on the matter. Like, the entire Internet.”

Zing!

I absolutely loved the humanity behind this post. A little bit of friendly ribbing goes a long way in my book. But the bigger message here was more important:

JetBlue tacitly admitted they couldn’t hope to control the online wildfire, and didn’t plan to try.

The story became bigger than the company itself, and any kind of real-time damage control would come off contrived and defensive.

Maybe I’m reading too much into it, but I don’t think so.

My initial reaction to their silence was to wonder why they didn’t swoop into guardrail mode and turn that internet frown upside down. How about taking the opportunity for a little public give-and-take on airline safety procedures? In keeping with their usual humorous tone, maybe something akin to, “Our flight attendants take the safety demonstrations really seriously.”

I was not alone in this sentiment; the general consensus among social media marketing mavens like Michael Levine and Conor Brady was that JetBlue’s silence was deadly.

But as more details emerged and the story progressed into an investigation and possible legal ramifications, JetBlue showed better instincts than I. They kept it under their hats for a couple of days/news cycles, then laid waste to the room with their clever, brief retort.

With all the social media tools at their disposal, they chose a simple, direct, and wittily self-deprecating approach. Their response showed that just because you have the ability to say something (and say it all over the damn place), that doesn’t mean you should.

Maybe I should’ve paid more heed to my grandmother; it sure seems JetBlue did.

Let me know

What do you think? Was my grandma right? Or did JetBlue just get lucky? Or do you just want to hear more of my grandma’s sage witticisms? Let me hear it in the comments.

Corporate Blogging for Dummies, and New Raidious Training Service

Corporate Blogging for Dummies

Corporate Blogging for Dummies

Run, don’t walk, to your favorite local bookstore and pick up a copy of our good friend Doug Karr’s new book, “Corporate Blogging for Dummies.”

(Okay, you could also click to your favorite online bookseller.)

Trust us, you need this book. And it’s not just because we at Raidious are in the book on pages 126 and 127 (not that we were looking or anything).

Doug, proprietor of DK New Media and the Marketing Tech Blog, is a brilliant and insightful thinker and doer in the field of online marketing. We just got our shipment from Amazon, and we can’t wait to dive in to read all he has to say.

(Full disclosure: Matt Chandler and Ryan Smith of Raidious are contributing writers on Marketing Tech Blog.)

New Raidious Training Service

Matt Chandler

Matt Chandler

If you’re a smaller business without the resources to hire writers to blog about your services and engage in social media, that’s no reason not to do it yourself.

If you need help getting your blog started, understanding the tricks and techniques of social media, or learning how to use the right tools to accomplish your online marketing goals, Raidious can help.

We offer a variety of seminars and sessions on topics including:

  • writing for the web,
  • best practices,
  • creating a social media marketing plan,
  • social media for crisis communications,

and more.

These sessions can be conducted on- or off-site, and are delivered by the personable and engaging Matt Chandler, an emerging thought leader in the field and skilled trainer.

A little about Matt:

And if you ask nicely he might bring George Benson along with him.

Get in touch with us for more information.