Your Social Media Mantra: It’s the Message, Stupid!


Remember the old political quip from Bill Clinton’s first campaign, “It’s the economy, stupid”?  It was written throughout his HQ to remind everyone the economy was the central issue of the campaign.

Thanks to Steve Rubel for linking to Thomas Baekdal’s post Where Is Everybody? in which Baekdal creates a graph (reproduced here) that shows how much how we communicate with each other has changed.  It also makes my marketing quip, “It’s the Message, Stupid!”, even more obvious.

My point: don’t forget your marketing message!!

Everybody’s all hyperventilated about whether they should focus on Twitter, continue to blog, give more time to LinkedIn, Facebook, FriendFeed, DIGG and on and on and on.  The same way I imagine they hyperventilated about newspapers, magazines, radio and TV, as the electronic word began to overtake the printed word.

It’s the message, stupid!  Yes, be mindful of how you communicate.  No, that isn’t enough to be successful.  If you have nothing to say or a me-too product, you simply won’t get much traction or notice or attention, regardless of which social medium you employ.

Does the medium change the message?

Sure.  But only the scale, you still need a message that resonates with your target audience.  Imagine youradmiral-refrigsmlself a marketer in 1967 tasked with selling Admiral refrigerators.  You just finish this nifty full-page ad in Life magazine and they want you to do a TV commercial.  How do you cram all that information into a short TV spot?!  Good question.  And actually, the answer is you don’t.  You need to take the core of your message and work with that.

Fast forward. . .you can’t even fit that nifty headline into a 140-character tweet!!  How about a 95-character Adwords ad!

Be where your customers and prospects are going for their information.  Clearly, that includes social media.  But make sure you also focus on the message.  Being at the right place isn’t enough.

3 thoughts on “Your Social Media Mantra: It’s the Message, Stupid!

  1. Jean

    So right, Rod. Very interesting graphics and examples, too.
    I made the same point in a different way today.

  2. hamilton Post author

    I visited your blog and your site and am interested to hear what you have to say on this subject. Please, share it with everyone here. And people, check out Jean’s website. She thinks the way I do, at least I think. . .

  3. Jean

    Hi Hamilton ..
    Your post was re-tweeted by someone but with no RT or @

    Thanks for commenting on my site – yes we are on the same wavelength! The internet is just the delivery mechanism, not the message which still needs to be right for the audience.

    BUT it is good publicity because it is newsworthy and is part of the client’s conversation (so use it!).
    Keep up your excellent posts I will return:)

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