In order to keep on the cutting edge of social media I tend to play a lot. Experimenting keeps Abraham Harrison au courant. Several months ago I received a Twitter DM from Shel Holtz asking if I would help him promote FIR for him via my social networks. The link popped off to a companycalled GaggleAMP. Continue reading
Strategies for standing out in a world without context
I am in the middle of guiding some new bloggers over at Marketing Conversation on how to blog most effectively. It is pretty exciting and instructive because there are many things I take for granted. One of the biggest trends I see is internal shorthand. What I mean is that my bloggers tend to write based on a lot of assumed context. When they write my company name, they might choose AH instead of Abraham Harrison; and, since that AH is on a corporate blog, they might forget to link it to the best page in the corporate website.
They simply assume that people who are reading content from Marketing Conversation or Because the Medium is the Message — or even an article on the corporate website — are in on the joke. That they grok the context.
Not only is that not true, but it is dangerous, because I am guilty of it myself. I would say north of 80% of the people I engage with on a daily basis online don’t know that I am president of a digital agency with over 50 staff and dozens of clients. See, I make the same assumptions.
I assume that I shouldn’t be so self-referential because “they” surely know who I am by now, I have been branding for years. Pretty darn shamelessly if you ask me — at least I thought so. Not so.
Brand perceptions don’t keep up with reality
And I have not even gotten to the most important part: Even if people know who you are, what you do, the company you own, and its products and services intimately, their brand perception hasn’t evolved at the speed of your business. What I did in 2006 is quite a bit different than what Abraham Harrison does now, as a company.
Even worse, after we spend all of this time, resources, hours, money, and brain trust on creating insightful analysis and share it for free on our blogs and via Twitter and Facebook, we’re living in a Derridian world: “there’s nothing outside the text.” Let me explain. Continue reading