A “Value” Intervention

Let’s re-frame Value. It’s tripping up too many of us trying to use social media to establish our personal brand. So if you’re obsessed with “adding value” or constantly asking your followers if you add value then I hope this helps.

Start by wiping value from your mind.

Focus on being you and sharing what interests you.

That means be entertaining, funny, silly, curious, knowledgeable, bold, daring, insightful, droll…. What I mean is

replace the noun “value” with any adjective you like.

Do that and your voice, your contribution and even your content will be easier to share. I say let you out because your unique POV is your benefit to me and others.

As you replace value from your vocabulary also stop looking at how many people viewed your idea/post/words/etc. Views alone are a useless metric. A view is 3 seconds for Facebook and Instagram videos and a split second on Snapchat. In other words,

Views don’t equal your value.

I’ll take 2 comments/chats over 200 views any day. Why, because a response means a connection. Something I did made an impact. Views won’t be part of our obsession with value if we don’t give them so much weight.

Is my argument still not working for you? Still desperate to define your value? Well, make it easier on yourself — replace “add value” with “make friends.” You already know how to do that, it’s in your DNA.

A good way to make friends and meet people is to turn the camera off, put the pen down and just react. Spend time watching, listening and getting involved in other people’s trials and triumphs. Be human and you’ll naturally be providing comfort, support and expertise (aka value) without even thinking about it.

That’s a real benefit and you don’t have to work hard to do it. Invest time making friends and your audience will grow organically. Let others fret about value, you just let you show through.

Cheers.

Practical Advice For Those Who Create For A Living

As a new year clocks in, I’m reminded of some important lessons that I’ve learned while working in various creative departments. It’s a list of 6 practical things I try to do throughout the year.

Why? Because in this business climate you just never know.

1. Always back up. Every 2-3 months back up your work laptop. Save every file! Trust me, your future-self will thank you for it. (And have a back up of your back up.)

2. Collect every asset. When a project is finished make sure to get all the key files that you’ll need on your portfolio site. Copywriters, grab all the design files, images, illustrations and fonts from your designer. Designers and Art Directors, collect all headlines, scripts, and site and body copy from your writer. Social Media Strategists, Developers and Project Managers, ask your creative teams for any images, videos, posts, that will help you tell the story of the project. Once you have all the key files, it will be easier to tweak things later on.

3. Document the results. In addition to saving all the important files, you need to get the final reports, healthy stats and success metrics for every project. So when a campaign is winding down, ask for these files too. After all, you can’t make a case study or a strong resume without including results.

4. Maintain your LinkedIn profile. The three most important areas are your Headline, Skills and Summary. Maximize keywords in these three areas so friends, potential clients and hiring managers can find you. Don’t forget to update your page with new projects (check this out: Copywriting Icons), periodically ask coworkers to write recommendations, and share articles. (Why not start by sharing this post?)

5. Refresh your portfolio site at least once a year. Set a date. Review your favorite projects and update the work on your site. This way, you can hit the ground running if you decide it’s time to look. Also make sure analytics is tracking the right pages and that you’re blocking spambots that are messing up your numbers.

6. Keep networking. Even if you’re happy in your job, you can still make connections that could lead to a better opportunity down the line. Plus, networking is how you find new talent to hire. Try a have one networking lunch or coffee every month. (That’s my goal for 2016)

Hope this helps. As always, please add your advice or suggestion in the comments.

To post, or not to post organic content on Facebook

Ever since Facebook started making brands pay to play, organic reach and content have declined. In response, many brands have abandoned these posts altogether. Boo-hiss! I don’t believe organic posts on Facebook are dead, but I do think their purpose has shifted. While I agree that brands don’t need to post as often, there are some good reasons to keep organic posts on the editorial calendar. 

1. To stay on the radar. One reason brands began to notice the decline of organic reach was because their customers noticed. Most fans don’t know about Facebook’s algorithm changes, they just know the brands they follow have suddenly dropped from their newsfeed. If your brand is only promoting or sponsoring content now, you’re missing an opportunity to connect with your passionate fans. Even if an organic post is lower on the newsfeed, you’re still on the radar.

2. To find your core fans. One silver lining from decreased organic reach is that organic posts make it easier to discover your true core fans. Pay close attention to who is interacting with organic content. Examine which posts resonate and the type of comments people leave. Use this input to design content that makes them stronger, more loyal advocates.

3. To promote exclusives. Another upside of the decline of organic reach is that organic posts are more exclusive. Smaller reach = exclusivity. Try using this to your advantage with posts that feature special offers, content or exclusives. Loyal fans will appreciate this and share it.

4. To experiment. Why not use organic posts as a testing ground for new creative approaches? This is a low risk way to try out new concepts, themes and tonality. Or to soft launch new campaign ideas or visual directions. If this new creative resonates, you can expand it, and even promote it later on.

5. Because you never know. I don’t believe brands should inject themselves into every trending hashtag or hot topic, but there are times when it just makes sense. If a brand has maintained a mix of organic content, then it won’t look strange to fans and followers that you’re suddenly posting about a popular trend.