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marketing sucks the most when it focuses on you (the company or your product) rather than your customer/user and what you can do for them.

if money was no object, how would you build out your “ideal” social media team? was thinking of the current movement towards having “heads of channels” and got my thinking how to build out your ideal social media team. personally, i’d definitely go down the mini-team of channels with maybe a “head of” and 1-2 creators per channel. but wondering how you would build yours?

how not to do reddit marketing: this commenter really stretched the subreddit subject (baseball card collecting) to try and advertise a job website. not only are they really stretching the subject to connect it to their site, they don’t even have any related job roles on their website. needless to say, the poster was downvoted to hell and received negative comments. if you’re a brand and trying to market on reddit, you can’t just go to subreddits and shout about your products/services. you have to come with value first, help people, provide advice and genuinely help people without asking for anything first - and for a long time too to establish yourself within the community. only once you’ve established yourself can you to slowly start to drop things in here and there, but only when they’re absolutely relevant. otherwise you’ll be banished as quickly as you posted. reddit is the opposite to how most social platforms work where you can go on and blast your promotions to your audience freely. the less you do less stereotypical marketing and focus on being a helpful human being, the better you’ll do there.

last week some people complained about me posting a “random link” or ask why it isnt a space in relation to our intern office hours. so this week i’ve thought it over and decided to come back and post the same link again for the same closed meeting because fuck ‘em. so if you’re looking for a community of marketers in crypto who you’d like to come chill and learn with/from then the office hours is the one hour a week you shouldn’t miss. happens every wendesday (i.e. tomorrow) at 14:00 utc. so if you want to join tomorrow or any week in the future, you can find our calendar and the meeting links below 👇 luma.com/thecryptointern

a nice, old example of creative marketing. KLM used to sponsor the football team, Brentford and on their stadium put the message "next time...fly KLM". it works really well when you learn that the stadium was in the flight path london heathrow airport so passengers would see it coming in and out of the airport. i always love the creativity and out of box thinking of some marketers.

when someone asks the opinion of the social media manager during a serious meeting…

i think someone needs to work on their crisis comms

when you join your dream job and start discovering all the skeletons in their closet no one told you about…

going viral is the easy part, building an audience is the hard part. take my threads account below. i’ve had numerous posts like the ones you see that have gone viral over the last year, a handful of times with similar results and yet i only have 79 followers over there. so going viral hasn’t done me any benefit really, in the bigger picture. i’m not complaining here, i know exactly why it hasn’t resulted in me gaining a ton of followers: i don’t spend any time there. which means i’m not actively engaging with people, creating my network or building any relationships which then result in people following me. and that’s exactly the key part of building any audience: you have to build relationships and connections in order to build a following. had i done that over there then i’d probably have a decent size following but it’s not a focus channel for me so i don’t. now here on twitter, i haven’t gone that viral that many times and yet i have a much larger following here because this is where i’ve spent all my time building the connections, network and relationships (in other words be social). so if you’re still sat there thinking that you’re one viral hit away from success the harsh reality is that it’s not really going to do anything for you unless you build those connections, network and relationships first.

marketers, stop making this mistake: just because a marketing tactic is being touted as “the next big thing”, doesn’t mean you should use it. everyone is hot on UGC right now, just like they were with GEO, founder-led, reply guys, etc. before that. but just because something works for someone else doesn’t mean it’ll work for you. when you blindly follow what's popular, you're copying other people's tactics without understanding why they worked in the first place. and that's how you end up bouncing from one tactic to another, never giving anything enough time to work or questioning whether it was right for you to begin with. figure out what you're trying to achieve, who you're trying to reach and how you're going to get there (i.e. your strategy). then pick the tactics that actually help you do it. your strategy should dictate your tactics, not whatever's trending on your timeline.

sizes matters, or does it? if you have something big but it makes no impact, does it really matter? of course i’m talking about the size of your audience here. what else would it be? but seriously, i know most people’s goal with their social media account is to grow the largest possible audience size. and i get the logic here: the thinking is that with a larger audience size the faster and more possiblity you have to achieve your end goal (more users, revenue, land a role, etc). and the logic partially works, you do need some kind of size to grow. but, the actual size has never mattered. take the example below: an influencer who had 2M followers tried to launch their own clothing brand but when it came time to sell, they couldnt even sell 36 tshirts. why? their audience had zero relevance or interest in buying clothing from them. now there are multiple reasons why that could have happened: clothes didn't fit her brand, lack of run up promotion, price, she didn't consider how many men were following her for 'reasons', etc but it just shows that having millions of followers doesn't guarantee success. and that's where i think so many people get social media growth wrong. they're so focused on getting more followers that they never stop to question whether the people they're attracting are actually the people they need to reach. you can spend years building an audience, but if that audience has no interest in what you're ultimately trying to achieve, what was the point? this is why i'm such a big advocate for 'purposeful growth'. it's about being intentional with who you're trying to attract, understanding why they'd want to follow you and making sure that aligns with whatever goal you're trying to achieve. so before you obsess over how to get the next 10,000 followers, ask yourself whether those 10,000 people are actually going to get you any closer to your goal first.

this is hoenstly one of the widlest stories i've heard from such a mundane advert. also another good lesson about the streisand effect for marketers.

when you start a new account and start posting...

how to know if your post will perform well before even posting: if you make a post for socials and think “this will do well and may even go viral”, it will flop. if you make a post and think “meh, it’s ok but whatever i’ll just put it out” then that will do well and may even go viral. i don’t make the rules, this is just how social media works.

happy monday

is social media a considered serious position? this popped up during the intern office hours on wednesday and i’d like to know how people feel about social media. it seems that many talk about the importance of social media within a business but because social media managers (smm) may do silly things few, outside of marketing, really take it as a serious role/part of the company. so would love to hear your own experience as an smm and from other departments on how they feel/view social media as a whole and the smm’s behind the channels.