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Mary Schmidt Marketing Troubleshooter


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“We owe you an apology, Mary, about social media.”

Mary Schmidt

Nov 20, 2014

Earlier this week I re-connected with an old friend and former client. And one of the first things she said was “We owe you an apology about social media.”  The folks building her company’s new web site are telling her that the company HAS TO HAVE Facebook, Twitter, etc. (It helps with SEO rankings!) After I told her that I didn’t need an apology (hey! It’s your business)—I also told her that no, they don’t have to have FB, Twitter, etc. They are a professional firm that gets almost all their business from referrals and repeats—and corporate and state government decision makers generally aren’t scouring FB or reading Twitter feeds to find professional services.

I did note that Twitter could work for them—but with a plan. And, that it takes time and effort. (Small group of the right followers, provide truly valuable content.)

Then, what pops up today? This. Forrester says brands are wasting time and money on Facebook and Twitter.

“It’s clear that Facebook and Twitter don’t offer the relationships that marketing leaders crave,” Elliott continues. “Yet most brands still use these sites as the centerpiece of their social efforts—thereby wasting significant financial, technological, and human resources on social networks that don’t deliver value.”

Also, email still works. It actually gets delivered, as the article notes. 

Social media can help with organic SEO. However, a whole lotta linking has to happen (which means people have to like what you post/tweet and then do something about it.) 

(I’m meeting with my old friend/client soon for coffee, catch-up and a bit of free advice on the web site. The site is also social media, btw.)

Read more: Straight from Google. Search Engine Optimization Starter Guide (PDF).  So you can ask the right questions when you meet with your web designer or SEO expert.  It’s your business and your budget—not theirs. 

Related posts from the archives:
Are You Listening to the Right People?
Why You Shouldn’t Hire Me as a Twitter Expert
Social Media Isn’t Marketing
The SEO Expert Ruined My Site!
Are You Selling to Search Engines or People?
Why Social Media Doesn’t Get (Deserve) Any Respect
Why I’m (Still) Cranky About Web Sites
SEO Scams and Dirty Secrets
Pink Elephants or Puce Pachyderms?

Think you might need your own social media reality check? I offer a flat fee consultation.  We’ll focus on boring bits like business results and measurements.  You can drop me a line at  Or, call me at 505-856-2551. 

In Marketing Troubleshooting, Pet Peeves, Social Media Reality Checks, Web Bytes


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Social Media Isn't Free, Easy or Magic.

If one of the self-anointed experts contacts you, pitching magical thinking, ask:

1. What results can I expect if I work with you? (Note: Twitter followers aren't necessarily customers.)

2. What kind of time will I have to invest? (Social media, properly done, is all about personal relationships. You with your customers...and a good relationship takes time.)

3. How do I integrate social media tools with my current operations? (Your salespeople need to know what you're saying on Facebook. Your customer service process and policies should be consistent across the board, from phone to Twitter.)

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