Effective Advertising and the White Noise of the Web…

There is a lot of noise out there, especially when it comes to the world wide web and advertising.  There are millions of people with important things to say.  How do you set yourself apart from your competitors in a meaningful way?  How do you get your very important message out there to the right people?  Social media is the answer, if its being implemented correctly.

So, let’s say you’ve decided to venture into the world of social media… you’ve set up a few accounts, perhaps even uploaded some pictures.  You’ve very astutely filled in all of the pertinent information fields, and probably have even found some “friends” or “fans” depending which network you’re on.  Then… you come to a screeching halt.  It’s ok.  It’s totally easy to do when you don’t really know what to say.

The best way out of this debacle is to become opinionated.  Drink lots of coffee and find a soapbox to stand on.  In order to throw you a nugget of wisdom in regards to your soapbox derbies- here are some things you should consider when it comes to being opinionated about your business:

1) DO NOT rant about the person who cut you off in traffic today.  DO rave about a product or service that has helped better your business in some way.

2)DO NOT take strong political positions on your social media, unless you are a politician, or unless legislation directly effects your business and you can back it up with factual information.  Although you may have many people who agree with you, your business facebook page is not the proper platform.  DO take strong positions on industry-relevant matters.

3)DO NOT post about anything on your blog other than work related content.  If it is not directly tied into your industry, find some way to make it relevant.

4)Get involved in other discussions surrounding your industry.  Join a forum, post on message boards, find out what people want to know about.  This helps your content to be relevant.

5)Resist the urge to “moderate” your comments on your company blog.  I mean- completely disable the “approve comment” feature on your blog.  If people see that their comments have to be “approved”, this will further discourage them from speaking their mind.  Even if a comment is negative to you or your business in any way- this is the platform to show your customers that you want to make it right.  This is the platform where you stand up for your product/service.  It shows you care about giving the gold standard of customer service without “censoring” what people write.

6)Avoid schlepping your product/service all over the place.  The point of social media is to increase web presence- however you don’t want to come across as being annoying with your product schtick.  You want your audience to feel that you care about bettering them in the process.  Offer networking opportunities, best practices, webinars, etc.

You will without a doubt be seen as a master of your craft if you provide useful information.  What are some of your social media strategies?  What do you like to avoid when populating content?  What are you more prone to read when looking for information on your industry?

Written by Kristin

Marketing professional in Rochester, NY, with over 14 years of experience in the marketing and advertising field. Broad knowledge base with all forms of marketing, with critical understanding of search behavior, search engine marketing, and social media marketing.

  • Tom

    wow this is really fantastic advice all around. I think someone had their coffee

    • You can take partial credit for this one, Tom! I remembered when you told me one time on Facebook- that there is a lot of noise out there. And I thought “hm, I bet people could benefit from tips on how to stand out in all of that noise”. So, thank YOU for creative food for thought!