Social Media: Same Shit-Different Day

If there’s one underlying “theme” to the blog posts around here it’s this – Social Media Marketing is all about communication.  If you don’t know what message you need to communicate to potential customers or clients, there is no “magical device” that will “improve” your marketing message.

The magic in social media marketing is found in the message NOT the medium!

Which is why I find this mockumentary so amusing:

In the mocumentary above – the expressed goal of the founders is not to solve a problem  – but rather to come up with the next “big thing”.   The tongue is firmly in cheek here.

There’s no POINT to Flutter… it doesn’t solve a real problem.

Twitter is a GREAT marketing tool for Dell Computers… because many of Dell’s target audience are early adopters of technology.  On the other hand, Twitter is a horrible marketing tool for many of my clients because their target audience members are not early adopters of technology.

Every successful social media tool solves a communication problem.

Blogs, Facebook, Linked In and Twitter all effectively “solve” a “communication problem”.

Blogging addressed the “problem” of how non-technical users could easily get information onto the web.  A blog removes the need for FTP software and the knowledge of HTML to use the web for communication.

In Facebook’s case – it began as a way for college students to connect online.  However, when you graduate from college, it’s easy to lose touch -which is the “problem” Facebook solves for people.   Facebook makes it easy to find and communicate with people from your past and your present.

Twitter solved the “problem” of how to reach your blog readers when they weren’t reading your blog.  While blogging made it easy to get your thoughts onto the web, your blog readers have to “come” to your blog to read it.   Twitter reaches out and allows you to speak to your readers when they’re NOT at your blog.  (If you don’t “get” Twitter – download and install Tweetdeck.  Without Tweetdeck or Twhirl, Twitter is pointless, IMHO.)

All of these successful social media tools solve a communication problem…. which is the foundation for business success.

What problem does your product or service solve?

I can’t tell you how OFTEN I get “pushback” on this issue.  I’ve had many clients who didn’t want to address what problems their product or service solved.   Unfortunately, many of those people’s businesses are either struggling or no longer around today.

I will admit that it is possible that your product or service doesn’t solve a problem.   It’s possible your product or service helps to satisfy a desire or achieve a goal.

A soft drink satisfies a desire  while financial planning services help to achieve a goal.  Those are but two examples of products/services that fall outside the “solving a problem” product or service.

Whether your product or service is solving a problem, helping customers achieve a goal or satisfy a desire, you’d better be able to articulate exactly WHAT it is your product or service DOES for your target audience if you want to make social media marketing (or any OTHER kind  of marketing) work for your business.

Social media is communication.  Figuring out WHAT it is you want to communicate is the key to success. It doesn’t matter if it’s radio, television or the web – getting the marketing message on target is the HARD part.

The magic is in the message NOT the medium!


  1. An intriguing title in my Twitter stream will get me to click every time – especially since 99% of it is, well, the same shit. Brilliant! 🙂

    I’ve only taken one Communications course. It was the most useful of the bunch!

    Thanks for reminding me that I need a refresher course!

    DaleKs last blog post..From Sag to Fab in 90 Days…

  2. Hi Kathy,

    Well put, “it’s the message, not the medium”. Too often companies spend tons of money on advertising only to find out they forgot to let their potential customers know what the advantages/benefits of using that particular company are. Flashy and/or funny ads are great, but if the message is missing, it’s all for naught.

    Barbara Swaffords last blog post..Reaching Out To Help Others

  3. Dale,

    Welcome!!! From what I see on your blog – you do a GREAT job of communicating!!


    My favorite example of a marketing message gone wrong is the Nissan ads in the late 1990’s – the one where GI Joe whisked Barbie away from Ken. The “message” was supposed to be “Cool Guys drive Nissans and get the girl”… the problem was everyone LOVED the ad but few bought the cars. The next campaign was horribly “boring” and featured an engineer waxing romantic over the details that went into every car. The thing is, when Nissan’s ads began talking about BENEFITS they started selling cars again.

    The message was missing in the first campaign… and you’re right – it’s all for naught!!! (I love it that you talk like that!!!)

  4. Too many get caught up in the latest trend or technology and forget that people (their customers) remain relatively the same. Whether it’s on Twitter or in the Yellow Pages the fundamentals of human nature are unchanged. We want. We need. We desire. Position your business and deliver accordingly.

    Tim Andrens last blog post..You don’t spell ‘We’ with an ‘I’

  5. Hi Kathy. I agree, flashy is only part of the message. If there isn’t enough substance you’ll blind those poor people with the flash. Something else I’ve been learning is that these days, in the fast lane, we try to get things done in a hurry and have a tendency to tell our story all at once. It’s too much for people to absorb. Because we are familiar with our own message, it’s easy to take all “the pieces” for granted and lump them together.

    What does this life coach do for her clients and their “problems”. She helps them to see that their problems are only one way of looking at their situation.

    Davinas last blog post..Positively Breathing — A Series Intro

  6. Kathy says:

    Tim – AMEN!!!

    Davina – YES Maam!! People need other people – and sometimes an objective outside personal consultant is EXACTLY what is needed to get a true view of what needs to be done!! Your message is clear Davina!!!

  7. Great way to put it. This argument also supports the idea that to get started, just pick one thing to try — one thing that makes the most sense for the type of communication you’re trying to have, the place your customers are most likely to be, etc.. Only after you’re comfy (and seeing results?) with that one system, then maybe branch out.

    Another way to put it: Links about Twitter (mostly) and social media (secondarily) are the ones most twitted about consistently. So if you’re in those spaces, you have to be on Twitter. If you’re a plumber, maybe not.

    Jason Cohens last blog post..Why you have to engage in social media, even if you don’t want to

  8. Kathy says:


    Your “been there done that” is showing with your comment!!!!

    As you know, communicating where your customers happen to be is the KEY element to successful marketing.

    If your customers are using Twitter – then by all means – USE TWITTER TO COMMUNICATE!!! However, if your customers aren’t early technology adopters – well – why in the HELL would you want to use Twitter unless it’s to be there waiting for them when they DO start using Twitter.

  9. Kathy,
    I have to tell you I did think Flutter was creative. I had a butterfly pictured before the hummingbird when I heard “flutter.” I’m just getting on board with twitter and facebook. I quit go back quit go back. Anyday now I’ll get in the groove.

    I’ll just put here my response to your comment on the bold life.
    I love lots of comments but what even means more to me is when I touch someone deeply. I think I just have. And I’m blessed to be able to. You rock!

  10. ROFL Kathy – I want some of those glasses.

    I used to think Twitter was pointless for many businesses, as their customers probably weren’t using it. But now, everyone seems to be using it. So I suppose that joining before your customers gives you time to mess around and get used to it – and also perfect your message.