Social media

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Social media has the potential to be incredibly powerful.

Through platforms like Twitter you really can engage with an audience in real time. You can be truly social and conversational.

Sadly, this isn’t how most companies and individuals use social media.

Most companies send out tweets or publish Facebook posts as a way to promote their own products or services.

They buy a lot of social media ads. They use automated tools to schedule tweets and posts days, weeks or even months in advance.

And they barely engage at all.

In other words, most companies use social media platforms simply as one more broadcast medium. Nothing social about that.

That’s a pity, because social media has so much more to offer.

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Mari Smith, social media expert

Today I have the pleasure of interviewing Mari Smith, a renowned expert in social media marketing and technology, and someone who embodies positivity!

I’ve been following Mari’s career for over a decade now. We never crossed paths until very recently, when we were both speaking at the same virtual event. I jumped at the chance to ask if I could interview her. And, being the gracious, generous and positive person she is… she said yes.

If you’re not already familiar with her career, Mari Smith is one of the foremost and original experts in Facebook marketing and is often referred to as the Queen of Facebook.

She’s also a keynote speaker, corporate social media strategist, and brand ambassador for numerous leading organizations. Her client list includes Adobe, AT&T, Bank of America, HubSpot, Nations Lending, Verizon and Tony Robbins. Plus, she has shared stages with the likes of Sir Richard Branson, Eckhart Tolle, and Arianna Huffington.

Quite the resume!

Let’s jump in…

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When you meet someone new, you have a conversation. Maybe starting with, “Hi, I’m Nick. Good to meet you.”

These first conversations take place at work, at a coffee shop, at your local gym, at a friend’s backyard BBQ. And so on.

However trivial their content, conversations lay the foundations for our relationships.

What we say to people creates a first impression. Good or bad.

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Relaxing by the sea

Well, that sounds crazy.

Ads on TV are honest? Junk mail? Popups on my computer screen?

Pretty much.

That’s one of the roles of the Federal Trade Commission in the USA. To make sure advertisers don’t lie about their products or services. And they’re pretty strict about it too.

Most western countries have equivalent organizations.

As marketers we’re not allowed to spread lies.

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My wife and I recently got back from a short vacation in the Dominican Republic.

On the first day we traveled to a beautiful beach, way off the regular tourist trail.

It had a small bar. Nothing fancy. A small wooden structure nestled among the trees.

And on one of the outside walls I found the sign you see above.

We do not have Wi-Fi. We offer a better connection.

Perfect message, in the perfect location.

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The best time to build expertise in any area of digital marketing isn’t necessarily at the very beginning.

For example, sites like MySpace were heralding the birth of social media back in the early 2000s.

But it wasn’t until 2006 or so that the big players like Twitter and Facebook took hold.

And many of the big names in social media marketing didn’t get established until about 2009 or 2010.

But after that… well, everyone else who wanted a slice of that market had the play catch-up.

And like I say, playing catch-up sucks. It’s sucks because you’ll always be trying to make yourself heard in a market where the voices of the earlier adopters dominate.

It’s the same story with conversational copywriting right now.

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