This is the time of year where grand ideals meet hard reality. How many of you have thought about resolutions? Even felt motivated towards a grand goal and then two weeks into the new project lost steam and convinced yourself of all the reasons it was not a worthy project to begin with? Drive by any local YMCA and the parking lot is crammed full in January and by mid-February the parking lot seems bare. New habits and big projects of self improvement are tough. It’s hard to make the initial commitment and harder yet to stick with it and accomplish the goal. The hardest part is telling others that you have the goal. To tell yourself that you are making a resolution allows you to remain a little non-committal. Tell a good friend or spouse or co-worker about it and now you have an extra motivational layer. Quit and you have to tell them or lie about it.
I was reading a link to an article that Jon DiPietro put up on twitter or LinkedIn titled “The 10 Best Corporate Blogs in the World“. While the article’s subject was interesting, the thing that really caught my eye was a statement that really verified a little project that I’ve been working on. The comment was, “And even when some companies claimed to have a blog, I couldn’t find it.” I spent a little time following some links of marketing award winners from a trade publication only to find that most of the winners were no longer using any of the tools that were touted in the award descriptions.
A potential client approached me about a disconnect between their marketing effort and their results. Discussions included an explanation of the social media aspects of their efforts. With a little research it was obvious the social media efforts were brief and no longer being developed but they still claimed to be employing social media in their efforts.
If you hired a salesperson and they just didn’t work out after a few months would you continue to hand out their business card?
This potential client made a resolution at some point in the past to use social media as another tool in their marketing efforts. After a short period of time they convinced themselves the effort to follow through was not worth it. Extending the marketing message with social media just wasn’t a worthy project to begin with in their minds. But they had told their friends and just couldn’t swallow pride and say they didn’t keep the resolution.
Just like your friends will think better of you if you just admit that you didn’t keep the resolution, your customers will think better of you if you say you don’t use social media than if you lie.