Talk is Cheap. Results Speak.

Chris Brogan recently wrote a great blog post entitled “After the Kumbaya,” regarding the need for companies’ to realign all social media efforts with their established business pursuits, after all is said and done. It really struck a chord with me. In addition to referencing some of the most common social media implementation questions he’s answered from various CEOs following his numerous presentations, Chris simply explains the tool of social media as similar to a telephone, and that training is necessary for effectively reaching company prospects where they’re spending time.

The “telephone” is a great analogy, and I think most business folks embarking on a social media plan, or wanting to fine-tune social media efforts can easily relate to this example, and apply the concept. The point is social media is a set of tools for communicating — and there are more tools to include in that process. Beyond the implementation of a social media plan, driven by the plan-based purpose specific to the company, the use of the tools is not the same use as for everyone else, frequently observed as applied  incorrectly.

Chris points out, a lot of marketers admit to not being very technically-oriented, which he says, “is an important skill gap.” Indeed. How can one advise a client in using social media or any marketing efforts, if the tools to accomplish the desired communication are not fully understood? I don’t even mean just to explain to a client what Twitter is, and how “it works.” I mean having a real in-depth and behind-the-scenes understanding of these tools and all the major platforms to realistically be considered. Not even being a well-known persona associated with social media promises the true proficiency I am recommending. The “use” of social media tools goes far beyond the platform and what it can do, the people it can reach. An in-depth understanding of all aspects of these tools and their characteristic nuances is essential for effectively communicating with them, critical for advising clients.

Not all tools are for everyone, nor will a turnkey “system” successfully meet all needs. As a marketing professional, the client is always owed your insight for the appropriate selection of tools, as well an unquestionably-excellent communications plan, to help them meet their unique goals. Otherwise, why would they hire you? If in reality you know only a little more than they do, it’s an absolute waste of their money and time. The results likely will not be much beyond establishing a bunch of social media accounts, only later to be abandoned because ‘social media doesn’t work,’ “takes too much time” and “we get no ROI.” You might make a great, inspiring presentation and land that account, but the unsuspecting client might not realize the true depth and breadth of your knowledge about the tools needed to help them. How will you serve them?

In order to more effectively help clients, Chris wisely points out that social media experts should also strive to build a better understanding of the business world, and what is happening in the marketplace.  Beyond the ‘book learning’ and financial newspaper-reading he recommends, I think nothing beats first-hand actual real-life experience, backed up with examples and results. Sure, the marketplace is dynamic and always changing, but those who have real hands-on business time-tested experience in the real world have a strong background to draw from, benefiting the client.

Only by being able to professionally serve clients, through delivering services and products that really help them to meet their needs, and reach their goals, can you provide value, and achieve a place in the marketplace.

Chris pointed out it was time to go to work “After the Kumbaya.”  I couldn’t agree with him more, and think it’s “been time” to get back to work for quite a while now. My hope is that all potential clients and customers will review the bottomline experience any marketer they consider hiring actually has, including: tech ability, a multi-dimensional understanding of marketing, and how things work in business, based on actual real-life experience with a track record to show. Then, the clients will have access to the tools and insight they really need, to achieve results.

As the saying goes “talk is cheap.” So true. Until a client starts paying for that all ‘talk,’ and gets “no ROI.” Results speak.

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About the author: Becky Cortino provides Content-driven Marketing Strategies and Professional Business Services via Express-It Media Fusion as an Integrated Marketing Communications Adviser specializing in Branding, Communications Design and Media, especially for Business Owners and Independent Professionals ready to make an impact, and maximize the return on their marketing efforts.

Background Experience Includes: Work in the International and Domestic Markets, Major Market advertising agencies experience, including BBDO. Professional, Commercial Experience in All Media. Founder of Marketing Communications Services (1982), a marketing-PR consultancy, offering clients an extensive background in all areas of marketing and sales, with a diverse client base, services ranged from local, statewide, national and international in scope, and nominated for the Greater Tampa Chamber of Commerce Small Business of the Year Award. Becky has received numerous other awards and recognitions, including Small Business Administration Small Business Institute Award (for consulting).