Dear Big Name Marketer: Thoughts From A Small Timer

Dear Big Name Marketer: Thoughts From A Small Timer

Yesterday I received an email from a quite well known (at least in digital marketing circles) social media expert. That’s really nothing new, as I’ve opted in to several newsletters to help keep me as up to date as possible on all things social and digital marketing.

This email though, really got my hackles up. Got me feeling a little bit ranty. In fact I unsubscribed from the list.

I do have to thank this marketer, perhaps with my tongue planted firmly in my cheek, for the idea for this post, however!

So, dear big name in the biz, this small timer would like to share a few thoughts with you.

Don’t Assume I’m An Idiot!

Consider your list carefully. While you might have your fair share of absolute newbs, it’s also a good guess that you’ve got some marketers with a smaller following, who are still fairly well established in the field.

With that in mind, stop with the schoolmarm shares. We don’t need you to smack our hand with a ruler for silly infractions. Why not? We’ve been in the trenches long enough to know better and your assumption that we don’t is ridiculous.

Dig in a little and share some useful professional knowledge, something beyond the basics that showcases your unique understanding of digital marketing practices and showcases your online clout. I mean, you’re an expert, right?

Your Way Is NOT The Only Way!

And shockingly, what works for you might actually make others shudder.

I can’t tell you how many “experts” I see resorting to sharing mindless fluff like the motivational quote, ridiculously off topic question, and cute cat meme variety.

Don’t get me wrong, I engage in the occasional #Caturday post and discussion, as I love my sweet feline beasties. But every day? No way.

I’m following you to gain some insights into better marketing practices and ideas. I can get motivational quotes and silly photos anywhere.

You certainly wouldn’t create a strategy for a client that included an overabundance of cute and kitsch rather than the sharing of interesting, informative and intelligent information that might actually result in leads and prospects? Would you?

Practice What You Preach!

if you can’t walk the walk, you shouldn’t talk the talk. Cliche? Yes, but also very true. And a tenet that many a smaller marketer will hope that you follow.

Don’t boast the benefits of the 80/20 rule then let me see your Twitter and Google+ feeds full of ONLY your own posts.

If you preach the idea that you should show appreciation for shares, then NEVER acknowledge those shares? You look like an ass. There, I said it. If you’re that busy, hire a staffer to monitor your mentions.

If I share your article every day, I don’t feel that you need to thank me for each and every one, but an occasional favorite and a short and sweet “thanks for sharing” message will go a long way to keep me sharing.

Shockingly, we notice when you don’t. And then we pay even more attention the next time we share!

Embrace The Real Idea of Evergreen!

We already talked about not filling your feed with only your own articles, but I’d like to take that one step further.

If you’re going to share only your own stuff, be up front about it. And more importantly, make sure the content is still timely, relevant, and – above all, CORRECT.

Sharing old articles about Facebook can REALLY showcase your lack of effort. Facebook has made so many changes over the years that you simply can’t just set up automatic sharing of all of your archived articles.

If a newbie reads it, they might do something that at present violates Facebook terms of service. And if a smaller, but smart and savvy marketer sees it, they’re going to ding you for sharing out of date information, not-so smart automation practices, and maybe even some hubris.

With That Being Said …

Let me state, loudly and proudly, that there are plenty of big name marketers more than worth their big name. These peeps know who they are because they walk their talk daily.

They engage in conversation and discussion with the followers who seek out and share their content and do not belittle those with whom they are conversing.

They respond to blog comments with a unique reply specific to the individual commenting.

They create new, unique, and compelling content each time they publish. There’s no rehashing of ideas already well discussed and debated.

I avidly follow many a big name and do my best to read and share (always read before sharing, even trusted sources) the articles and posts that appeal and resonate with me and my audience.

But to the big names that aren’t so savvily social, won’t you take a minute to think on what I’ve shared?

20 replies
  1. Veronica Athanasiou
    Veronica Athanasiou says:

    With so many BIG names out there automating old content I’ve noticed this many times. I do like the occasional quote and might even RT or share on other platforms but there is absolutely NO justification for sharing again an article that’s out dated. Great article, sharing.

    PS: Thanks for putting this together and giving us the chance to spread the word with our followers too.

    Reply
    • Mallie Hart
      Mallie Hart says:

      There’s nothing wrong with the occasional quote or meme, Veronica. I admitted to taking part in Caturday and I’ve shared a few Star Wars and Avengers items in my feeds! It’s about the intent and purpose, as always! Thanks so much for chiming in.

      Reply
  2. MamaRed
    MamaRed says:

    Amen, amen and amen sista!!!!!!!!!!!!! I rant about similar things frequently (especially about there being only THEIR way or the highway!). I get so sick of that I could scream…oh wait, I have!

    Laugh lots, Love more!
    MamaRed

    Reply
      • MamaRed
        MamaRed says:

        My pleasure Mallie! And thanks for your kind words. I went on a rant a few weeks ago about goo-ruus recommending InfusionSoft for small BizOwners who could barely afford their rent, let along a big a$$ tool like that. Not that IS itself is bad…it just isn’t right for everyone, all the time!

        Have a beautiful holiday and many blessings
        MamaRed

        Reply
        • Mallie Hart
          Mallie Hart says:

          If we all used the same tools, the world would be a very predictable and boring place!

          There’s a tool that fits budget and needs. You just have to do some smart research!

          Have the merriest of merry holiday seasons!

          Reply
  3. Josh St. Aubin
    Josh St. Aubin says:

    I agree Mallie. There are far too many, do as I say not as I do, “gurus” out there that people quote every day. I’ve become very frustrated with them as well, but I think there will be a shift as more and more “up and comers” gain prominence and lead by example.

    Reply
    • Mallie Hart
      Mallie Hart says:

      We can only hope so, Josh. There are many marketers who walk their talk and we, like you, hope that 2015 is the year when the shift focuses from big names that have become a bit out of the loop to those deep in the trenches sharing the real word and work, day in and day out.

      Reply
  4. Cendrine Marrouat
    Cendrine Marrouat says:

    Mallie,

    Were we besties in a previous life? LOL

    More seriously, do you know how many times I have unsubscribed from those emails? Every time. Every freaking time!

    The best quote in this article: “You certainly wouldn’t create a strategy for a client that included an overabundance of cute and kitsch rather than the sharing of interesting, informative and intelligent information that might actually result in leads and prospects? Would you?”

    So thank you for the no-nonsense rant. More, please! 😉

    Reply
    • Mallie Hart
      Mallie Hart says:

      I don’t think you need worry that I’ll stop ranting anytime soon, Cendrine! LOL.

      No matter how a post starts out, it seems it turns into a rant, some more vehement than others. But, I truly appreciate that you find what I’m saying necessary. I hope I can say the things that need to be said, and hopefully say them well. Perhaps it will keep me from topping some end of year lists, but I feel the need to share real experiences that matter.

      Reply
  5. Danny Brown (@DannyBrown)
    Danny Brown (@DannyBrown) says:

    There’s a social media guy/blogger who I used to follow back in the day. His blog was really useful, and ahead of its time. Then he co-wrote a book, and overnight imagined himself as quite the rock star. Now, his blog has lost focus (although it is very focused on sharing selfies!) and his social feeds are like the ramblings of a shepherd whose only got two sheep left from a flock of thousands.

    Yeah, being a “big shot” seems to really fall short of what 0 and who – it’s cracked up to be. Good stuff, miss! 🙂

    Reply
  6. Angie Green
    Angie Green says:

    This is such a great post! Sometimes I get frustrated, too, but how generic and totally-not-helpful the “big name” advice is. It’s like they are totally resting on their laurels and coasting on the value of their name, not on the value of their content.

    That said, there are also a TON of great, bigger name bloggers & marketers out there who really are producing killer content that is helpful, and they don’t pretend to know everything. I guess it’s as good to be inspired by “what not to do”as it is to be inspired by the real heroes!

    Reply
    • Mallie Hart
      Mallie Hart says:

      Thrilled to see you here, Angie.

      You’re so correct. Marketers, both big, small and in-between, can all learn from both do and don’t situations and shares. I think part of being a good online marketer and brand is taking time, regularly, to remember why you’re online, as well as what you’re doing and for whom you’re doing it.

      It seems there’s been a rash of rehash posts of late. Regurgitating the same information isn’t original and it isn’t helpful. It’s simply about being seen. Being seen rarely matters if what’s seen isn’t of any actual value!

      Have a marvelous Monday!

      Reply

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