May 18, 2014

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Let Rip - Social is About Being You! You can hold back. Your worries can stop you from acting on your gut instinct, that same gut instinct that got you this far. Our desire to get it right, gets in the way of releasing our passion. Yet we know passion sells. How do we balance our gut instinct with the desire to get it right? Risk is a natural part of business and if we are close enough to our customers, close enough to our market then risk should be part of our gut instinct. We can destroy any idea by overthinking. Yes, we need to think and reflect before a decision however we also need to learn to trust ourselves. Patti LaBelle is renowned for her performance on stage...of what she calls just "letting go". She argues that "If you hold back, you lose it and your audience knows it" What if we just let go and let us be the social animal that we naturally are? What if we released ourselves to be ourselves? What if we released others around us to be themselves? What if we let rip and just tried things.....we can always stop, reinvent or change if it doesn't work out? What if we forgot about branding and let our voice be the brand? (Tweet this) What if we concentrated on getting the right people, with the right values and holding them to those values...and then said " I trust you all. Go, let rip...be yourselves?" Many entrepreneurs that I work with, know WHAT to do. Many entrepreneurs don't back their own judgement. Many entrepreneurs start their company and then start playing it safe. I understand why, of course I do.....BUT remember playing it safe is risky. Playing it safe was not the reason you started the business; playing it safe is not the same as playing the percentages. You are the soul of your brand. You are the main reason why people chose to work with you..... Business needs freedom but freedom with boundaries. The boundaries are the market that you serve, the values that you live by, the services that you offer. Within those boundaries should lie the freedom to express the HOW. Here is a challenge.....when was the last time you just let rip? When was the last time you backed your own judgement? When was the last time you tried even though it might fail? When was the last time you released yourself from being a business person and being the person who helped build this business? You know how to be you better than anyone else. Social is about being you. (Tweet this) You know your market better than anyone else. Demonstrate it. (Tweet this) You know your limits but there is plenty of space to play up to those limits! (Tweet this) Back yourself. Let rip. Start passionately loving your work. Passion sells. (Tweet this)
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What Social Media is NOT! You look around where you work. You look at all the webinar success stories. You then look at your business and at your success. You feel that as much as you work hard, do the right things.....you don't seem to be as successful as everyone else. Why do you bother? Social doesn't work for you, like it works for everyone else..... Now imagine a comparison that is actually work making...a comparison that shows whether you are doing the right things, whether you are making progress and whether your company is succeeding in both earning attention and converting attention to sales. The latter comparison is what you should be concentrating on....it is reality...it is tangible evidence that you are living social rather than being social and it is simply this... You see people hold webinars to convince you there is a secret sauce...a trick that you are missing.....a trick that could turn your struggling world into one of financial plenty. They make success sound so easy BUT they are distorting the truth...why? Well, because the truth is much harder to hear. Social success is created by doing the right thing, each day to the right people for the right reasons. (Tweet this) It is hard graft. It can be lonely. It can feel like one step forward and two steps back. It can feel frustrating. It can be exhausting....just like the rest of business! Social does not remove the pitfalls of business, it merely increases the opportunities for business (Tweet this) That is why I believe in measurement. Not because I am a trained Chartered Accountant. Not because numbers tell the whole story. But because it gives you a trendline. It gives you the only comparison that is worth making... Data allows you to compare the "brand you" of today to the "brand you" of yesterday, of yesteryear....and allows you to assess this important question "Am I living social, demonstrating social and making a difference in other people's lives?" (Tweet this) If you, are the trendline will be up. If you are being rather than living social, the trendline will be down. Social marketing at it's core is about connection. Not in the sense of collecting followers BUT in the sense of connecting TO someone's mind. Data is an expression of how well you are connecting to the mind of your intended audience. It is not about quantity, it is about quality. It is not about likes, it is about moving your audience from passive followers to active customers. (Tweet this) It is not about followers of your brand, it is about engaged fans of your brand.(Tweet this) It is not about connectionS, it is about connectING. (Tweet this) It is not about comparing your data to others, it is about comparing your data to who you were yesterday.

Anna Farmery

Social Marketing Architect, Speaker, Author and in spare time completing PhD on the future of the social business model

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