Social Media Is Not the Answer to Everything

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I am so tired of hearing about social media.

Chanting social media over and over again does not generate qualified leads, nor convert prospects into customers any more than the incantation jobs, jobs of the current Administration puts people back to work.

Those that don’t quite see the bigger picture remind me of the valiant but somehow vapid Occupy Wallers out there: yes, we know you’re sitting around waiting for change

And?

I’m back in high school, in AP Language or Lit and the million-dollar question hasn’t changed: So what? What does said passage, story mean? What’s the takeaway? What now?

school for the gifted Gary Larson comic cartoon the Far Side

Without vision, purpose and a clear understanding of what you want and the sacrifices you will have to make to get there, how can you come up with viable solutions that motivate others to take action? 

Social media, for the umpteenth time, is only a tool. A means to achieving an end. Those with a hybrid, integrated approach view SM as a single piece of the marketing mix.

Social media and great content are only the beginning. How will you share? Who will you share it with? Why? When? Yada yada.

Though I have quite a few, this is one of my favorite passages from Paul Roetzer’s release of chapter 2 from his upcoming Wiley book, The Marketing Agency Blueprint:

Content should be crafted for visitors, but optimized for search engines. 

Rand Fishkin, main man of SEO, recently shared this. And as always, it is nasty. And timely.

Inaugural HubSpot User Group (HUG) comes to Cleveland

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CLEVELAND – A highlight of the summer and excellent segue for Junta 42’s upcoming inaugural Content Marketing World in September, good food, fun and company was shared by all at the first HubSpot User Group (HUG) meetup hosted by PR 20/20 in Cleveland’s historic Caxton Building.

Making the rounds through the 7th-floor loft inspired by Paul Roetzer’s vision and his wife Cheryl, a gifted local artist, the usual inbound buzz could be heard over the lounge music, sights and smells of veggie/fruit trays, shrimp cocktail, buffalo chicken dip, guacamole and other refreshments: value, content, agencies, outsourcing, in-house, lead generation, blogging, PR, marketing, ecosystems … hacking and hackers?!? (Never a dull moment when Susie Sharp’s in town!).

Aside from customary shenanigans with Lake Erie Moose and Ohio Blogging Association friends, HubSpot inbound partners from Lorain Websites and some fresh faces also shared their success stories with inbound marketing campaigns, as well as brief histories of their PR and business backgrounds.

In addition to celebrating Content Marketing World with friends from Junta42 Joe Pulizzi, Pam Kozelka and Joe Kalinowski, Paul also shared with us further details about his debut book through WILEY, The Marketing Agency BluePrint due in early December. Techies get ready: expect some Matt Cutts and Steve Jobs influence.

Roetzer will also be the opening speaker for HUG Boston in September, as an early adopter of the Value-Added Reseller (VAR) program and testimonial for how a PR firm can transform into an inbound phenomenon: In the last four years, PR 20/20 has grown from 4 employees to 10 with 467% revenue. 

Special thanks to all who attended, and congratulations once again to everyone on their PR, content and inbound achievements. As Paul said in Rise of the Inbound Marketing Agency, it truly is an amazing time to be a marketer. 

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*Photos courtesy of Susie Sharp, Lake Erie Moose Society and Morand Architects, Inc.

RELATED LINKS

HubSpot: Internet Marketing Vision

Paul Roetzer: An Idea, A Book and An Opportunity for Change

Joe Pulizzi: Content Marketing World 2011

Lorain Websites: Inbound Marketing, HubSpot partners