When it comes to sharing on social media, there’s you and your network of friends and contacts. These are all the people that you’re connected with on LinkedIn, Facebook, Twitter, email, etc.  And like you, these people have their network, in other words, your network’s network. The big secret of social media, not just for your personal brand but for your company is that it’s not about your network per se. It’s not even so much about reaching those in your network. It’s about reaching your network’s network.

So every message you put out there should be something that your network wants to forward. If your network doesn’t want to forward it along to their networks, then your brilliant post or exciting news dies with them. It’s like telling a room full of people you know something wonderful that you would hope they would tell others…but the word never gets out. On the other hand, if you put out content that’s surprising, that teaches, that adds to the conversation, that provokes thought, that taps into a bigger discussion, then people will forward it. In a sense, they reward you for being oh so clever and smart.

For example, I’m of that age where I’m taking more of an interest in insurance-related matters, so I’ve found myself going to New York Life’s Facebook page.  There they ask questions, have polls, allow you to fill in the blank on things that directly have to do with insurance; but many other times the content is peripheral – what do you want your legacy to be? How old is the oldest person you know and what makes them special? It’s stuff people comment on a lot. As you may know, what happens then on Facebook is that those comments show up on people’s individual pages as commenting about something on New York Life’s page. So it becomes viral… which is the art of reaching your network’s network.

So what kind of messages are likely to be forwarded, or maybe more importantly, what kind of messages are boring and least likely to be forwarded? Well one kind is the “cat” status update kind you find on Facebook. You know…”I just fed my cat.” “My cat is playing with her new toy.” Cat, dog, people, whatever. We all know this stuff hardly ever gets forwarded. But you know what, brands do the equivalent of “I just fed kitty” updates all the time. How many times have you read “we just got a new product,” or “we’re moving, ” or “our company just hired 10 more people,” “we just painted our building,” etc. Yaaaawn. While it’s not at all wrong to give out that info, just know you’re saying something about yourself that’s not adding value and thus this update goes no further than your immediate circle of connections, if they’re paying attention at all.  Oh, and then there’s the type of messaging that you find on LinkedIn and Twitter a lot…the over-populating of meaningless updates and posts without cessation. One post or tweet after another to the point you get tired seeing this person’s face show up on your screen ever again! If the idea of social media marketing is to form relationships with people, then why would you want to undo what you’ve accomplished by over-marketing your company to the point where people say, “I’ve had enough. Buh-bye!”  

So what kind of messages generate traffic for business and does get forwarded to your network’s network?  It turns out you already saw this in high school when a message of great personal value went out there and was forwarded. I’ll call this “My parents are out of town…bring your own beer” message. This type of update breaks through the rest of the “ho-hum” messages because it does two things: it produces a high emotional response and people like sharing practically useful content to help out their friends, as well as business customers or prospects.

Now I’m not a psychologist but I’ve found through personal experience that the likelihood of sharing content seems to hinge on things that produce an emotional response by means of wonder, joy, anxiety, fear and surprise. I’m sure there are many other motivators but let’s just talk about these for a moment.

• Wonder – It’s something amazing that people can’t resist commenting on. This can be in the form of a story, a real-life event, or a long list of links to resources.
• Joy – What makes people happy? There’s loads of things. It can be something funny, inspiring, or anything that’s enlightening. It’s telling a story that people can connect with.
• Anxiety – People just don’t like anxiety, right? But what causes it? If you’re writing content that talks about potentially losing out on something.  As well, people hate losing things they have.
• Fear – Certainly one of life’s biggest motivators. What’s an example of fear? The fear of loss (missing out on something) or worrying that they’re making mistakes they’re unaware of.
• Surprise – What surprises people? Anything that goes against their expectations. Things that astonish them as well as things that might shock them, from challenging assumptions or long-held ideas to great new ways to do things.

As we know, the idea of social media is to create and strengthen relationships with people.  We do that by sharing information that they’d like to get, read and pass along to others. That doesn’t happen if what you have to say isn’t interesting and you won’t be interesting until you say and do things imaginatively, originally, freshly.

When I first started out in this crazy world of advertising and marketing, I had a co-worker who had been in the business for a while (think of the show “Mad Men”) who would pass on “things to know” in endless supply. One of those things that I’ve remembered over the years has to do with the difference between knowledge and wisdom. It goes like this: knowledge is knowing that a tomato is a fruit; wisdom is knowing that you shouldn’t put it in a fruit salad. I’ve said this so many times to friends, co-workers, my kids, etc., that I’m surprised I’m still not tired of saying it.  But there’s so much truth in it and it applies especially to the discipline of marketing.

As marketing folks, regardless of the industry or size of the firm or marketing department, we’re busy trying to learn as much as we can so as to stay up with the times.  And there’s so much to learn. Whether it’s new research telling us about how certain demo groups are behaving towards specific marketing channels, to new online tools, to the best lead-generation software, it’s all coming at us at lightning speed.  But we have to remember the need to use good judgment given all of this knowledge.  You see knowledge – having specific familiarity or understanding about something – is a bit different than having wisdom – being able to discern or judge what is true, right or lasting. In short, to be wise.  

So, while all of this knowledge is important — and it is — we need to know what we can depend on and what is just a fad. What will apply tomorrow after “the next best thing” in marketing has burned out and we’re on to the next “next big thing.” So indulge me in the passing on of some marketing wisdom. Think of it as Marketing “Chicken Soup for Soul,” if you catch my drift.

Marketing wisdom is knowing…

1. …that “do-it-yourself” marketing is pervasive….but hardly ever persuasive.
2. …that when you know what you’re doing is right, perseverance will pay off.
3. …that our primal desires, urges and wants (what motivates us) mostly remain the same even in this world of new apps, websites, social networks, etc.
4. …that it’s OK to have some people not like your brand because if you’re not eliciting a negative response from someone somewhere, then you’re probably not that fascinating to anyone. No one remembers lukewarm!
5. …that you shouldn’t be over-thinking your content. People want information but most prefer authentic and credible, real-life stories. That’s when relationships start developing.
6. … the difference between strategy and tactics.
7. … how to talk to current and prospective customers in a way that they understand and with messages that they’ll listen to. It’s not what you say, it’s what people hear.
8. … that copy length is meaningless, provided that your sales story is compelling and hits an emotional sweet spot with the customer.
9. … today the best idea does not win; the best idea does not get credit; and, the best product does not win if nobody pays attention in the first place.
10. … when those so-called “experts” are furthering their own agenda by “smoke and mirrors.”
11. … not to retreat into marketing nothingness or “into the middle of the herd” by doing what everybody else does or doing it the way they do it.
12. … that the outcome of an effective social media strategy isn’t about what you post or how many times you tweet, etc., but rather it’s all about what others say or tweet about you!
13. … that while “best kept secrets” might be seen as good for restaurants, traffic shortcuts and travel destinations, but they’re NOT great for business.  Don’t get lost in the noise.
14. … that people will pay more attention to what you want to tell us by not dishing out plain vanilla marketing but rather by scooping out interesting flavors (think “Cherry Garcia,” “Chubby Hubby,” or “Chunky Monkey”, etc.)
15. … when to cut rope on holdover marketing programs that the company has “invested” in over the years.
16. … that if marketing is about building relationships with customers, over-marketing is the best way to kill the relationship and send the customer or prospect heading for the door.
17. … that while hearing from the customer is great, spending quality time listening to what they’re really saying is what separates good companies from great ones.
18. …the difference between what people in the company want and doing what the company actually needs.
19. … that within the world of social media, brands are not built by influential people, but by influential ideas.
20. … that while it’s fine to try things to attract new customers to your business, be sure to spread a little love around to those who are already in your camp and are supporting your business.

So, when you open up your next Google Alert about a specific marketing subject or if someone from upstairs decides to drop off an industry trade journal with a Post-It note saying “maybe we should try this,” it might be worth remembering “Marketing wisdom is knowing what to put in your fruit salad or keep out of it.”

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Rolf Gutknecht is vice president, director of account services for LA ads. To discuss your thoughts with Rolf on this blog or any marketing matters, email via this link, or visit www.LAadsMarketing.com.  You can also connect with Rolf on LinkedIn.