Best Practices

Truth, Social Media, and Translating Barking Dogs Into Hindu

Christopher Tuttle

I don’t really like Social Media.

There.

I said it.

Is that a bad thing to say for someone whose primary job is creating marketing content?

My TweetDeck runs for many hours a day. It blurbs little blurbs, it tweets little tweets, and I ignore most of them.

Social Media attracts a lot of schemers, hucksters, and shills because it sounds “easy.” As in, “Easy to do, easy to make money.”

Sometimes, this is social media.

“Easy” attracts the kinds of people who think gullibility is a virtue, who believe that because someone is willing to part with their money, there should be a willing taker on the other end, regardless of actual merit or value.

In many ways, Social Media represents everything I collectively hate about the way marketing and sales have traditionally tried to manipulate buyers.

And yet it’s part of my job. So how do I reconcile this dichotomy?

I pay attention to the real stuff.

The interesting stuff. The stuff that looks like it holds value. The stuff that has real application to the work I do, the work our company does, our collective goals, and our desire to provide a quality sales and lead management experience, and powerful tools to improve those experiences.

That’s it.

Is going viral really the Holy Grail of marketing? Some say that it is. That if you can say something so profound, create a video so compelling, provide a service so overwhelmingly “remarkable” (a word that is sadly losing some of its luster due to over-Seth-Godin-ization), then people will automatically come to you.

But I’m discovering more and more that the people I trust, the people I care to hear from, are the ones who give real, useful content and ideas, and do so regularly.

The rest is empty echo chamber. Spam. The equivalent of listening to a pack of dogs bark, then trying to translate it into Hindu.

What I say, and the way I say it needs to hit the open air, to resonate with people, not bounce through the echo chamber.

Free eBook: 31 Inside Sales Must Haves

Gain access to 31 inside sales tips to help drive leads, appointments and sales.

Receive email updates from the Sales Insider