Killer HBR article

On why companies fail hard on social branding campaigns and how “crowdculture” messaging solves this.

My take, if you don’t have 17 minutes to read this: consumers are allergic to force-fed content, but love personal stories. So your company’s “marketing” should be the sum of your personal branding efforts– to teach your values, not sling your product.

Branding in the Age of Social Media

I am floored.

We shared the inspiring post of a well-known social media pro who writes for a well-known social media site. Today, the PR agency behind it asked us to stop sharing.

Yet this is exactly what you want in PR– to get your stuff shared among thought leaders. And if they click on the shared post, it goes to their site and generates traffic. When others share our content, I’m thrilled!

How should I respond?

I fail 90% of the time– and it’s painful every time.

But I know that 1 in 10 of my ads make money– enough to cover the 9 failures.

Trouble is, I don’t know which of the ads will make money.

And the more confident I am about what will win versus what will perform terribly, the worse things are. It means I’m not listening to the data or open to other viewpoints.

Here on LinkedIn, the simplest of posts win. If you’re overthinking it, the initial spark you had has now been convoluted into a complex, noisy beast that has lost the purity of your original spark.

Here’s one I did a week ago that got 1,000 likes and 75,000 impression.

YOUR TURN: Are you willing to post raw content? And what do you observe that’s working or not?