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lisahickey
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So, I don't know the answer either. On one hand, yeah, I think you should disclose sponsored content. Theoretically, it makes perfect sense. But...I've found that it's physically impossible for me to disclose every relationship that benefits me. Because every relationship does. Even beyond the money, there's so much "social currency". For example. I promote people, or their products or their causes because a) I like them b) they promote me c) one or the other has a large network we the other wants to leverage d) they have connections e) they asked me nicely f) they might hire me one day g) they are a client h) they are a friend. You can perhaps see my dilemma. If I disclosed all of that, I'd look like a bad pharmaceutical company with everything I posted. I remember reading something by Mike Aurez which I thought was really smart. He said "I don't talk about a brand on Facebook because I like the brand. I talk about it because I like my friends." In this case -- I wonder if there's a way to make it more obviously "a promotion." So...(you will laugh at this)...say everyone who was involved changed their avatar to have an apple on their head. Then people might ask, "what's up with the apple?" They could tell people, or point them to a blog where they sign up to be part of the community. And if they tweet, they get a coupon. Or something. But the point is, there's someplace that explains that "everyone with an apple on their head is getting something in return". Ultimately, I think it's going to be impossible for people to be disclosing what they are paid to promote. I just do. It's like -- does a Celebrity have to walk around with a sign on their chest that says "Nike is paying me to wear these shoes?" Thanks for bringing this up and out in the open Jim.
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Wow. "Bad ooga run." "Good ooga mate." *That's* the best depiction of how the right branding can lead to action that I've ever heard. Thanks, Ben. And worry not, Jim, your post is a close second. A great brand knows exactly what their values are. And believe me, I used to hate the word "value." But then I realized this: if you have core values, things you believe in, unwaveringly. And you share those things of value, guess what happens? You become valuable. And in an economic society, when you are valuable, you can charge money. It's the way it works. I think I'm pretty good at being my own brand. But if I ever need to make a decision on how I should act or what I should say, I simply ask myself "What do you want the world to remember?" "Social media is where 'act now' goes to die." Love that Jim! Ooga Ooga!
Toggle Commented Feb 6, 2010 on Brand is Still King at Obsessed with Conformity
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I call it "business strategy", and charge accordingly for that. Because, as you say, it's not just marketing, it's also customer service, and branding, and sales and biz dev. And stuff I haven't even figured out yet. But I included that bit about "words" consciously, because, after all, you are a "word guy". And you've figured out a pricing model that makes sense for how you deliver words to your clients. So "being helpful" needs words (usually, although sometimes it's actions). If you can figure out what would actually be helpful to your clients customers and prospects, and how to put that into words, you could charge for that. It does seem like that's a "cost of doing business" these days rather than something where an immediate return is expected.
Toggle Commented Jan 22, 2010 on The Hybrid at Obsessed with Conformity
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Wow. Love this definition, Jim: "A range of communications disciplines that exist in a wide-open digital platform that's as individual in its commercial applications as the people you're trying to sell." Yet even that – in some ways, I think even the term "Social Media" is already archaic. To me, a client asking if they should use Social Media is like them asking "Would you advise I use words in my business?" There's power and wonder when used smartly and strategically, but it's a part of a whole way of doing business that is the future. Unbucketable, indeed.
Toggle Commented Jan 22, 2010 on The Hybrid at Obsessed with Conformity
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Jan 21, 2010