Algorithms, Schmalgos: Why Your Social Media Strategy is the Real MVP

We need these posts to go viral." "The algorithm hates me." Almost every business owner with a social media platform.

If you've been around these parts for a while, then you know that my marketing philosophy does not involve posting to go viral or blaming the algorithm for your content's distribution or lack of distribution. 

Going viral is not a strategy; it is a side effect of a well-executed social strategy. Also, no one truly knows what the wild inner workings of the internet will deem worthy of going viral.

So, on whatever day you are reading this, congratulations. You are about to have a few social media posts from whatever "experts" debunked.

Starting with that, the algorithm is the gatekeeper of your content visibility. 

I've honestly lost track of how many times I have heard entrepreneurs and business owners complain, "The algorithm doesn't show my content" or "Instagram is killing my reach".

When I do hear them, these statements reveal a fundamental misunderstanding of how social media truly works. Algorithms are not your enemy—they're actually sophisticated tools designed to show users the most relevant and engaging content.

If you speak what you want into existence, at the very least, the ad algorithms will hear you. 

The algorithms are written and coded to show you more of what you like. Ever find it low-key creepy that when you go into your explore tab on Instagram, it has posts related to whatever show you are currently binge-watching on whatever streaming service or ads of whatever stain remover you were talking about at happy hour show up a few hours later in your feed?

If those two examples alone do not resonate with you as evidence that those businesses have a strategy in place, stop reading and book an appointment with me right now. Because, friend, you have some basics to learn about this whole world of social media.

Let's be crystal clear: your content STRATEGY is the primary driver of your social media success. Here's why:

1. Quality Over Quantity

Algorithms are fundamentally designed to reward high-quality, engaging content. This means:

• Creating content that genuinely provides value and sticks to your messaging for your community

• Developing posts that spark conversation and interaction

• Producing visually appealing and laser-focused hooks to get the scroll-stop content

2. Consistent Engagement Matters More Than Tricks

Successful social media isn't about beating the algorithm but building genuine connections. This is the part SO many business owners miss because they focus on more and adding new members to their communities. But doing this effectively includes:

• Responding to comments promptly

• Creating content that encourages meaningful interactions

• Understanding and speaking to your audience's actual needs and pain points 

3. Strategic Content Planning

Instead of viewing algorithms as obstacles, treat them as tools that amplify well-crafted content:

• Develop a content calendar that tells a cohesive story, not just create post concepts that are "trending"

• Understand the unique language and style of each platform

• Create content that naturally encourages shares, saves, and comments. You know, tell a story. 

Platforms like Instagram, TikTok, and LinkedIn have sophisticated algorithms that want to help good content succeed. They prioritize:

• Content with high engagement rates

• Posts that keep users on the platform longer

• Material that provides genuine value to viewers

Basic Steps For Social Strategy Success

1. Know Your Audience Deeply: Create content that speaks directly to their needs, challenges, and aspirations. (Spoiler: Many of you reading have NO idea who is in your community)

2. Experiment and Analyze: Use platform insights to understand what resonates with your audience.

3. Diversify Your Content: Mix educational, entertaining, and promotional content strategically.

4. Engage Authentically: Interact with your audience and other creators in your niche.

It's 2025, and it is truly time to stop blaming the algorithm and start owning that your social media strategy is nonexistent.

The most successful businesses aren't lucky—they're strategic, know who is in their community, don't constantly chase the viral or add new members, are consistent, and are genuinely committed to providing value.

Algorithms are just the delivery mechanism. Your strategy is the message.

Not sure if your business is even communicating it's message effectively, let's chat.

More Than Just Scents: How TikTok's Cologne Trend Reveals Marketing's Influence on Teen Culture

This article is inspired by the afternoon I spent with my teenage nephew spraying various colognes thanks to TikTok and the message that we need to have more ethics when it comes to marketing.

Saddle up.

I'm going to start by saying that I legitimately felt that overwhelming annoyance from the workers at Sephora as they braced themselves and their noses the second they saw a teenage boy head toward the cologne section. Why? They are about to spray all the ones they have seen on TikTok, which they think the person doing the "review" has paid for. (I'm using the word review here loosely) 

Over the years- I have had many discussions with my nephew about how 80% of things on social media are fake-all the platforms. We've had the conversation many times because he, like many other juvenile social consumers and grown adults, will even fall back into believing that everything on social media is real. And in case you need the reminder again today, most social media is a highlight reel, and while not intentionally meant to make you feel like garbage about your life, you sometimes feel like garbage about your life.  

I reminded him that, like a Jedi, I needed to decide early in my career whether to use my storytelling and marketing powers for good or evil. I chose good because, well, the dark side of marketing borders on manipulation.

Manipulation is what is happening with most of these influencer "reviews."

Most people, especially juveniles and teens, do not understand that most successful cologne influencers aren't spending thousands of dollars building their collections.

Once creators reach certain follower thresholds, they typically receive:

• Free product shipments: Fragrance companies regularly send complimentary full-sized bottles to creators with engaged audiences

• PR packages: Curated collections of new or seasonal releases sent specifically for content creation

• Affiliate partnerships: Custom discount codes that earn influencers commission when their followers purchase

Now, this is not only for cologne; it is pretty much the foundation of any marketing and PR campaign around anything. All those big box store hauls—sometimes the store pays them to do them, and other times, if the account isn't big enough to get paid or things are free, people are buying the things, trying them on at home, and then returning them. 

These arrangements create a misleading impression about the accessibility of extensive cologne collections and well everything. While creators might showcase dozens of premium fragrances (collectively worth thousands of dollars), they've often acquired them through their content creation for FREE rather than personal purchases.

I'm going to keep using the cologne example, but this can apply to so many other consumable things because we all need to understand what exactly is happening in these videos and why they have captured Gen Z's and every other social consumer's attention.

This trend is fascinating because it has evolved beyond mere product showcasing. Creative spinoffs include "scent profiles," where teens match cologne to different personalities, cologne review challenges, and even "scent storytelling," where creators craft narratives around different fragrances. (I watched them for an hour; that's an hour of my life I'm never getting back.)

Why Teens Are Drawn to This Trend

The cologne trend represents several aspects of teen culture converging:

1. Identity formation: For many young men, cologne represents an accessible entry point into personal grooming and the development of a signature style.

2. Social validation: Comments sections overflow with peer approval, with phrases like "that's fire" or "absolute W" (win), validating choices and boosting social standing.

3. Aspiration: Teens associate certain fragrances with maturity, sophistication, and attractiveness - qualities particularly appealing during adolescence.

4. Community: The shared language, rituals, and inside jokes create a sense of belonging.

The TikTok cologne phenomenon represents more than just teenagers obsessing over smelling good. It illustrates how social media transforms ordinary consumer products into vehicles for self-expression, community building, and identity formation - hallmarks of adolescence that have simply found a new digital home.

So, how can we build a community around a consumer product and keep it ethical?

For Brands and Marketers:

• Transparency requirements: Forward-thinking brands can stand out by requiring clear disclosure of gifted products in all content. if you are a business who has affiliate programs like this and it is in your creator contract that they need to disclose it is sponsored or paid you’ve gotta stay up to date on the content they are posting, because well you’re part of the problem too.

• Accessibility initiatives: Create sampling programs or smaller-sized options that make quality fragrances accessible to teen budgets.

For Parents and Educators:

• Media literacy curriculum: Use cologne TikTok as a case study for teaching teens to identify sponsored content even when the person is not disclosing it is sponsored content.

• Consumer education: Encourage conversations about value, quality versus quantity, and responsible consumption.

• Entrepreneurship lessons: Discuss how teens might ethically monetize their interests through content creation if this is the avenue they want to take.

What Parents Should Consider

For parents observing this trend, there are several considerations:

• Cost awareness: Premium colognes can be expensive, making this an opportunity to discuss budgeting and financial priorities.

• Moderation conversations: Many videos glorify excessive application, which can be overwhelming in real-life settings like classrooms.

• Positive aspects: This trend encourages personal hygiene and grooming - generally positive habits for teenagers to develop.

• Media literacy: Help teens understand that influencers often receive free products, creating unrealistic expectations about what constitutes a "normal" collection.

• Influencer economics: Explain how content creators monetize their platforms through partnerships, making their collections more business investments than personal splurges.

While the cologne trend will eventually fade (as all trends do), the underlying social dynamics it reveals about teenage development in the digital age are worth noting. For now, parents need to have honest conversations about influencer marketing, realistic budgeting, and the difference between curated social media personas and everyday reality. And if you're not a parent, you might need to look in the mirror and have that conversation with yourself. The things you are being sold will not make you happier, a better person, or love you back.

They are things; if you are buying into all of the hype, it's time for some self-reflection. It's time to stop letting an algorithm tell you what you like and how you are supposed to feel because the majority of the content is sponsored, but people are not disclosing that as they need to.

Trust Is The New Currency: A Raw 2025 Digital Marketing Truth Bomb

I need to be real with you about what's happening in content marketing right now. After a decade in this space, what I've witnessed in the past 30 days is unprecedented. If someone's trying to sell you their "proven framework" for lead optimization in 2025, they're completely disconnected from the ground reality of social platforms.

Here's what's actually happening: Trust has become the new digital currency. Full Stop.

Let's drop the marketing speak for a minute. Content isn't for lead generation anymore – it's for trust generation. And if you're still chasing leads while ignoring trust, you're fighting yesterday's battle.

Think about why you follow your favorite creators or brands. Is it because they offered you some flashy discount code or a free PDF? Or is it because they consistently show up in your feed with content that actually makes your life better?

Yeah, I thought so.

Here's what nobody else is telling you:

• A lead without trust is just an unsubscribe waiting to happen

• Trust without an immediate conversion is an investment in future growth

• Gated content might build your email list, but trusted content builds your empire

Why is lead generation dwindling? Simple. People are exhausted.

They're tired of:

• Random "experts" sliding into their DMs

• Being sold to every time they open social media

• Handing over their email for another useless PDF

• The constant barrage of "valuable content" that offers zero value

Let's talk about the elephant in the room. Too many people have been burned by digital marketers. You know the type – the ones posting about making "$20k a month" who sell you a vague template that doesn't work. When you seek help, they either ghost you or blame your "mindset."

Now you're stuck with:

• Trust issues with marketers

• A feeling of failure because their "proven methods" didn't work

• Skepticism about content creation because "what's the point?"

• Hesitation to invest in content because you've been burned before

Want to know if you're on the right track? Answer these questions honestly:

1. Is your content actually worth saving and sharing?

2. Are you hoarding your best insights behind lead magnets?

3. Do you have real relationships in your DMs, or just a database?

If your answers are No, Yes, and No – we need to talk.

Here's why trustworthy organic content isn't an expense – it's your most valuable digital asset:

• It becomes reference material for your industry

• It documents your journey and expertise

• It builds credibility that compounds over time

• It works for you 24/7, unlike ads that die when you stop paying

While others are still doing trust-breaking marketing in 2025, you have a choice. You can:

• Keep chasing vanishing leads

• Keep buying into "proven frameworks"

• Keep wondering why your content isn't converting

Or...

You can start building something that actually matters – trust that translates into lasting influence.

The truth is, every piece of content you create is either building or breaking trust. There's no middle ground anymore.

If you're tired of:

• Following outdated playbooks

• Chasing leads that go nowhere

• Creating content that doesn't convert

• Watching your competitors build real relationships

Then it's time we talked. Because while everyone else is optimizing for algorithms, we could be optimizing for trust.

The real question isn't "Can you afford to invest in trust-building content?"

It's "Can you afford not to?"

The future of digital marketing isn't about who can generate the most leads. It's about who can generate the most trust. Where do you want to be?

Storytelling, Authenticity, and Martha: The Roots of Modern Content Creation

Before Instagram, TikTok, or YouTube, there was MARTHA - the original influencer who revolutionized lifestyle content before "content creation" was even a term.

Over the weekend, I watched the Martha Stewart documentary, and it hit me: she literally invented the influencer playbook decades before social media existed. Think about it - Martha created aspirational content, built a lifestyle brand, and monetized personal expertise WAY before anyone else.

What Martha understood maybe before anyone else:

• Personal brand is everything

• People don't just want products - they want a lifestyle

• Authenticity and expertise are the ultimate currency

• Turning domestic skills into a multi-million-dollar empire

There were plenty of Martha Stewart magazines floating around my house growing up, and looking back now, putting two and two together, that style of photography definitely influenced the way that I saw the world and objects. My mom would see things in Living and then search for them at the antique stores and flea markets she took me and my brother to. Then, she would mimic the way it was styled in the magazine when we got back home. 

While the original Living magazines discussed antique finds in Connecticut shops and then brought dupes to the aisles of Kmart to make it attainable for those who lived outside of Connecticut, the lifestyle influencers of today are showing you that you can attain the same aesthetic from your local thrift stores. 

At one of the vision boarding get-togethers I went to a few years ago, I did take a completely intact 2002 Living magazine, and for some reason, it's made all of the moves I've had since then. But when I went searching for it after I watched the documentary and flipped through it while eating leftover pie, I got to a page that looked like what my Explore page on Instagram looks like right before a holiday.  

And how powerful is it that page 228 of a 2002 magazine still has the same aesthetic that was so groundbreaking 22 years ago? 

She wasn't just selling recipes or home decor—she was selling an entire aesthetic, a way of LIVING. Martha Stewart was doing flatlays, tutorial content, and lifestyle branding before we had filters, follower counts, or even a term to call what she was doing. She was literally the prototype and the architect for every lifestyle influencer you follow or are suggested to follow today. 

From magazine spreads to TV shows and cookbooks to product lines - Martha didn't just create content; she created an entire ecosystem around her personal brand- which, when you talk to almost any younger millennial or Gen Z, is what they are trying to attain, with their podcasts, substack subscriptions, social feeds, affiliate links, and merch drops.

Talk about being ahead of her time.

The difference, however, is that Martha wanted people to get back to a time of enjoying life surrounded by pretty things and flavorful food. The lifestyle brands of today, it seems, want the world to live as they do because their way is the only way to do it correctly.

But the way the energy feels moving toward next year, at least from a marketing perspective, is that this one foundational value from the booming Living days holds true. Authenticity and expertise are the ultimate currency. 

AKA storytelling.

Marketing to build an empire is truly storytelling; hell, everything that is marketing is storytelling. 

In my experience of monitoring post analytics, the best-performing posts have been the ones when the business gets vulnerable and shares something real—not some "Today was the best Thanksgiving ever, my family is better than your family" type stuff. 

Something where it walks the fine line of oversharing and just enough to touch on a similar experience that a scroller can also relate to.

If I have noticed anything in the last nine months of my daily life on social media, it's that people are truly beginning to see through the facade of the overstyled photo and cutesy caption and craving something real and relatable.

So, if you have been feeling uninspired lately and want to get back to the roots of personal branding, find the documentary or look through the magazines at your local thrift store or library donation table. If there's a Living there, pick it up and flip through it. Then, let me know what you think about it all.

All of this, however, has brought up my next question—is this also where our need to post only aesthetically perfect photos along with happy captions began?  Blog coming soon. 

8 Surprising Marketing Lessons from Emily in Paris: Social Media Strategies Unveiled

Emily Cooper, the bubbly American transplant in the hit show "Emily in Paris," may not always get it right. Still, her marketing adventures offer some surprisingly relevant lessons for today's digital marketers. To uncover valuable takeaways, let's binge on the world of fashion, baguettes, and brand strategies.

1. Embrace Cultural Sensitivity

Lesson: Understanding and respecting local culture is crucial in global marketing.

Emily's faux pas teaches us the importance of cultural awareness. Remember the "sexy" perfume ad debacle? While her American perspective saw empowerment, the French audience saw objectification. This mishap highlights the need for thorough market research and cultural understanding before launching campaigns in new territories.

2. The Power of Influencer Marketing

Lesson: Influencer partnerships can significantly boost brand visibility.

Emily's collaboration with various influencers, from fashion icons to up-and-coming artists, showcases the potential of influencer marketing—however, the show glosses over the complexities of these partnerships. Successful influencer campaigns require careful vetting, clear agreements, and authentic alignment with brand values.

3. Adaptability is Key

Lesson: Be ready to pivot and think on your feet.

Whether it's turning a wardrobe malfunction into a viral moment or repurposing a champagne spray as a product launch, Emily's quick thinking demonstrates the importance of adaptability in marketing. In the fast-paced world of social media, capitalizing on unexpected opportunities can lead to standout campaigns.

4. Content is Queen (or King)

Lesson: Engaging, visually appealing content is crucial for social media success.

Emily's knack for creating Instagram-worthy moments reminds us of the power of compelling visual content. While the show may exaggerate the ease of going viral, it correctly emphasizes the importance of eye-catching, shareable content in building brand awareness and engagement.

5. Network, Network, Network

Lesson: Building relationships is fundamental to marketing success.

Emily's ability to forge connections at every turn, from chance encounters to lavish events, underscores the value of networking in the marketing world. These relationships often lead to collaborative opportunities and new client acquisitions.

6. Creativity Counts

Lesson: Innovative ideas can set your brand apart.

From the "Paris of Life" campaign to the impromptu McBaguette pitch, Emily's creative approaches remind us that thinking outside the box can lead to memorable marketing moments. While not every wild idea will work in reality, fostering a culture of creativity is essential for standing out in a crowded market.

7. Balance Data with Intuition

Lesson: While the show often overlooks it, successful marketing combines creativity with data-driven decisions.

Emily's reliance on instinct makes for good TV, but in the real world, marketers need to balance creative hunches with solid analytics. The show could benefit from showing more behind-the-scenes work, such as data analysis, A/B testing, and performance tracking, that inform successful campaigns.

8. The Client Isn't Always Right (But Tact is Essential)

Lesson: Sometimes, challenging a client's vision is necessary but requires diplomacy.

Though often unrealistically successful, Emily's boldness in presenting alternative ideas to clients is admirable. In practice, navigating client relationships requires a delicate balance of assertiveness and tact. Presenting data-backed alternatives and fostering open dialogue are key to steering clients toward effective strategies.

While "Emily in Paris" may paint a glamorized picture of the marketing world, it does capture some fundamental truths about this industry. The key is to take these lessons with a grain of salt (or a bite of croissant) and apply them thoughtfully to real-world scenarios.

Remember, behind every seemingly effortless social media success is a team of professionals working tirelessly on strategy, execution, and analysis. So, channel your inner Emily for creativity and enthusiasm. Don't forget to ground your campaigns in solid marketing principles and data-driven insights.

Who's ready to say "Oui" to inspired marketing strategies? But let's leave the berets at home.

How to Stop Taking Social Media So Seriously and Add More Joy to Your Content: A Fresh Perspective on Content Creation

In case you didn't know, I'm an avid meditator. It's part of my morning routine. I get on the floor and meditate for as long as my body and mind need it—sometimes it's 10 minutes, and sometimes it's an hour. Sometimes, I choose a guided meditation; sometimes, there's nothing. 

After one of these morning sessions, I came up with the concept of what if I stopped taking everything that isn't serious SO seriously? For example, when random stuff pops into my feed for contests and stuff, what if I stopped overthinking, even entering the contest, and just entered the contest? Because entering the contest is not serious. 

It stopped me because EVERYTHING right now is SOOOO serious. The way someone parks their car- serious. The way someone looks at you across the street- serious. Getting the wrong coffee order-serious.

But in the long game of life, these things are NOT serious.

And then I got to thinking….

What if we all stopped taking social media SOOO seriously?  I get it. This might seem weird to a social media strategist and manager.

But hear me out. Social Media is a serious thing nowadays for brand recognition and staying top of mind. However, the content we put out there does not always need to be SO serious. It's like whenever I go to scroll, it's all so heavy and serious, and I'm getting on a feed to escape some of the heavy and serious.

It feels like next to no one is experiencing any joy anymore. 

Here are some facts:

There are three reasons why people use social apps like Instagram, Facebook, and TikTok. Do you know the number one reason?

The number one reason is to disassociate and to be entertained. The world out there is heavy right now, and people are tapping in and searching for dog videos, memes, or any other kind of entertainment that feeds their brains dopamine. 

When people scroll, a chemical is released in their brains, and they get a dopamine hit. Each like, comment, or new piece of content triggers a dopamine spike, and we all know how good a dopamine hit feels.

Number two, Connection and Community. The theory of social media is to keep people connected and feel a part of a community regardless of location. This is a whole topic for another day.

Number 3, Education & News.  Platforms are often used to stay informed about current events, trends, and topics of interest. 

But for today, we're going to focus on number one and why it's important: If you want to be scroll-stopped, you've got to stop taking everything so seriously. I know you're thinking about it.

When I meet to consult with business owners, we start discussing content ideas they have. After they told me their ideas, they said, "But no one is going to watch that or pay attention." OR they will show me the content they've created, and when I ask them why they haven't posted it yet, I'll get a because it's not perfect or articulated correctly.

The only person who knows your content isn't perfect is yourself. No one scrolling through will know that the font isn't the one you wanted or that the photo isn't exactly what you imagined in your head. 

My friends, this is being stuck in Analysis Paralysis, as Bob Proctor used to talk about. You're making excuses because it's scary to move forward. You're making this piece of content mean something SO serious. 

And here's the thing….

People casually follow 150 to 300 social media accounts, meaning a lot of content is being pumped out to them. Trust me when I say they definitely aren't going to notice if the small piece of content that you are putting out there isn't perfect in your brain. 

I know now this is the part where you're going to get defensive and tell me that big brands are only putting out serious, life-altering content. Now, I am going to show you this 2018 Twitter exchange between Burger King and Budweiser. 

I've been in this space a long time, and here's the thing: If you aren't having fun putting your content together, the person interacting with the content isn't having fun, either. Like energy attracts like energy. I'm challenging you to let loose on one piece of content, bring more joy to the noise of someone's scroll, and then let me know how that felt. 

The Power Trio: Unlocking Synergy Between Marketing, Sales, and Public Relations In A Social Media World

It's time to address the pink elephant in the digital room: the concept that a social media marketing professional is also part of your sales and public relations team. I've been encountering real confusion about marketing, sales, and public relations (PR) roles in today's social media landscape.

And I get it. These three disciplines are closely related and often work together, so it's tough to know what's what. However, they each have distinct functions and objectives that make them unique.

Keep reading, and let's break down the differences and see how they intersect in social media.

Marketing: Creating Demand and Awareness

Marketing is about listening, emotions, and creating awareness and demand for your product or service. It's profitably identifying, anticipating, and satisfying customer needs. In the social media realm, marketing takes many forms:

• Content creation and curation

• Influencer partnerships

• Community building

• Brand storytelling

Social media marketing aims to attract potential customers, engage your audience, and guide them towards purchasing. It's about crafting the right message for the right audience at the right time.

Sales: Closing the Deal

While marketing creates interest and demand, sales convert that interest into actual purchases. Sales teams focus on:

• Direct communication with potential customers

• Addressing specific customer needs and pain points

• Negotiating terms

• Closing deals

In the context of social media, sales activities might include:

• Responding to inquiries in direct messages

• Using chatbots for initial customer interactions

• Hosting live shopping events on platforms like Instagram or Facebook

The critical difference is that sales focus more on individual interactions and transactions, while marketing casts a broader net.

Public Relations: Managing Reputation

PR is about managing information spread between an organization and the public. Its primary goals are to:

• Build and maintain a positive public image

• Manage crises and mitigate negative publicity

• Establish relationships with key stakeholders, including media

On social media, PR activities might include:

• Responding to customer complaints or negative comments

• Sharing company news and updates

• Managing brand partnerships and collaborations

• Coordinating influencer relations

PR is less about direct promotion and more about shaping public perception and maintaining relationships.

The Intersection on Social Media

On social media, these three disciplines often overlap:

• A well-crafted marketing campaign can go viral, becoming a PR win

• Excellent customer service (traditionally a sales function) on social platforms can boost your brand's reputation (a PR outcome)

• PR efforts, such as influencer partnerships, can directly drive sales

The key to success is understanding how these functions work together. A cohesive strategy that aligns marketing, sales, and PR efforts can create a powerful synergy, maximizing your brand's impact on social media. Let's dive deeper into what this means in practice:

Real-Life Comparison: Launch of a Sustainable Athletic Wear Line

Let's consider the launch of a new sustainable athletic wear line to illustrate how marketing, sales, and PR work in practice.

Marketing in Action

• Brand storytelling: The marketing team creates a narrative around the eco-friendly materials and ethical production processes used in the new line.

• Content creation: They produce a series of workout videos featuring athletic models wearing the new line, showcasing style and performance.

• Social media campaign: They launch a hashtag campaign encouraging customers to share their sustainable lifestyle choices.

• Influencer partnerships: They collaborate with fitness influencers and environmentalists to promote the products.

Real-life example: Patagonia's marketing often focuses on the environmental impact of their products, using storytelling to connect their brand with conservation efforts.

Sales in Action

• E-commerce optimization: The sales team ensures the website is optimized for easy purchasing, with detailed product descriptions and size guides.

• Retail partnerships: They work with sporting goods stores to feature the new line prominently.

• Customer service: Sales representatives are trained to answer questions about the new line's materials, care instructions, and performance features.

• Promotions: They create bundle deals (e.g., buy a complete outfit at a discount) to increase average order value.

Real-life example: When Adidas launched its line of shoes made from ocean plastic, its sales team worked to educate retail partners about the product's unique selling points.

PR in Action

• Media Relations: The PR team arranges for the lead designer to be interviewed by fashion and lifestyle magazines about sustainable fashion trends.

• Event planning: They organize a launch event that doubles as a beach clean-up, inviting local media and environmental organizations.

• Corporate social responsibility: They announce a partnership with an ocean conservation nonprofit, pledging a percentage of sales to the cause.

• Crisis management: If there is criticism about any aspect of production or the materials used, PR crafts a transparent response and action plan.

Real-life example: When Allbirds launched, its PR efforts focused heavily on using innovative, sustainable materials arranging features in business and tech publications to tell its story.

The Interconnected Nature

In this athletic wear launch scenario:

• Marketing creates awareness and desire for the new sustainable line, emphasizing style and environmental benefits.

• Sales convert that interest into actual purchases, whether online or in physical stores.

• PR manages the overall narrative around sustainability in fashion and positions the brand as a leader in this space.

While each function has its primary role, they work together seamlessly. For instance, the PR-organized beach clean-up event provides excellent content for marketing's social media campaign, which can drive traffic to sales channels.

On social media, these functions often overlap:

• A customer service interaction (sales) can turn into a viral post showcasing the brand's values (PR and marketing).

• An influencer's post about the product (marketing) can lead to direct sales through swipe-up links or promo codes.

• The brand's response to a sustainability question (PR) can be repurposed as educational content (marketing).

Understanding these distinctions and interactions is crucial for anyone working in the digital space, where the lines between these disciplines often blur, especially on social media platforms. Each plays a vital role in building brand awareness, driving sales, and maintaining a positive public image.

Consistent Messaging

When marketing, sales, and PR teams align their messaging, it creates a unified brand voice across all channels. This consistency reinforces your brand identity and values, making communication more effective.

Example: Let's say you are a sustainable athletic wear brand that decides to focus on ocean plastic pollution; this theme should be reflected in:

• Marketing content (e.g., Instagram posts about ocean conservation)

• Sales pitches (highlighting how each purchase contributes to cleaner oceans)

• PR efforts (press releases about your beach clean-up initiatives)

Data Sharing and Insights

Each department gathers valuable data and insights that, when shared, can inform and improve others' strategies.

• Marketing can share engagement metrics and audience insights with PR to help shape media pitches.

• Sales can provide customer feedback to marketing, influencing future campaign directions.

• PR can alert sales about upcoming media coverage, allowing them to prepare for potential increases in inquiries.

  Amplifying Reach

When the three functions work in harmony, they can amplify each other's efforts:

• The marketing team can share A PR-secured media feature on social media, increasing its reach.

• Sales promotions can be incorporated into PR narratives about the brand's accessibility.

• Sales teams can use marketing-created content in their customer communications.

  Rapid Response and Adaptability

In the fast-paced world of social media, the ability to respond quickly and adapt is crucial. A well-aligned team can:

• Quickly address customer concerns raised on social platforms (PR) with accurate product information (sales) and turn the interaction into a positive brand story (marketing).

• Pivot marketing strategies based on real-time sales data and public sentiment tracked by PR.

  Customer Journey Optimization

By working together, these functions can create a seamless customer journey:

• Marketing attracts potential customers and builds initial interest.

• PR efforts reinforce the brand's credibility and values.

• Sales teams are equipped to address specific customer needs and close deals.

Each touchpoint is an opportunity to move the customer closer to a purchase decision and long-term brand loyalty.

Resource Efficiency

Alignment between these functions can lead to more efficient use of resources:

• Content created for a marketing campaign can be repurposed for sales materials or PR kits.

• A single social media post can simultaneously serve marketing (brand awareness), sales (with a call-to-action), and PR (by showcasing company values) purposes.

  Crisis Management

In times of crisis, a united front is crucial:

• PR can craft the official response.

• Marketing can adjust ongoing campaigns to be sensitive to the situation.

• Sales can be briefed on how to address customer concerns directly.

This coordinated approach helps maintain brand integrity and customer trust.

The Role of Social Media

Social media platforms are a melting pot where marketing, sales, and PR efforts converge. A well-coordinated strategy on these platforms can:

• Drive engagement and brand awareness (marketing)

• Facilitate direct sales through shoppable posts or swipe-up links (sales)

• Manage brand reputation through timely responses and community engagement (PR)

By understanding how these functions interact and support each other, brands can create a powerful, cohesive presence on social media. This synergy maximizes impact and creates a more authentic and compelling brand narrative that resonates with audiences across various touchpoints in their digital journey.

Those who master this integration are well-positioned to build stronger relationships with their audiences, navigate challenges more effectively, and drive sustainable business growth.

Remember, the goal isn't to eliminate the boundaries between these disciplines but to leverage their unique strengths in a coordinated manner. By fostering collaboration and maintaining open lines of communication between your marketing, sales, and PR teams, you can create a robust, adaptable, and highly effective approach to building and maintaining your brand in the digital age.

As you apply these insights to your strategies, always keep your community at the center. After all, whether it's a marketing message, a sales interaction, or a PR initiative, the ultimate aim is to connect with your community in meaningful ways that drive your business forward while building lasting relationships.

Uncorking Champagne and Sipping Social Media's Evolution In A Cookie Cutter World

Last weekend, I took some time to celebrate some personal things with friends. While celebrating, I asked friends to grab videos and photos of me uncorking champagne and sipping it poolside as we do these days, and I got to thinking.

After a glass of champagne in a plastic wine glass in a water-submerged lounge chair, thinking does start to happen.

I started thinking about how my generation is the last generation of humans to live without social media.

And those are wild and weird thoughts to be having.

Some of you reading this are part of the same generation—the last generation of humans on Earth to know Earth and society before and without social media.

Do you feel the pressure that comes with that responsibility?

Because I didn't until I realized this was the case.

If you haven't noticed lately, my relationship with social media is evolving. I know that I am not the only one whose relationship with social media is also changing.

The marketing industry is shifting significantly. It is looking different because, like me, people are beginning to have a different type of relationship with social media.  

For example, the social media strategies that built my business and the sly product placement couldn't have been more effective, and rightfully so, because it's no longer 2015. 

Audiences crave something new, but they don't know what they want. They are over feeling like when they tap into certain social apps instead of updates from friends, family, and businesses they have chosen to follow, it seems as if they have tapped into some new 2024 version of a phone shopping network. 

Steve Jobs said it best: "People don't know what they want until you show them."

But here's the thing: Many people do not want to try some new content or explore some of their creative ideas because they see content on social media that has a bunch of likes. They think that's what's working for businesses because we are so caught up in a world of numbers and equal validation that they emulate said content. 

All I see lately is a bunch of other businesses emulating what other companies are doing, and it's making social media boring and turning it into if I dare say, the Home/Phone Shopping Network.

The majority of stuff looks so similar that it's getting increasingly difficult for me to figure out who is who when I'm scrolling. I need to click over to a profile to ensure whose content it is. And that could be the strategy. 

Interestingly, I only considered it a strategy once I just typed out these words. 

Huh. 

If you want to move away from creating and posting content that is similar to everyone else's, here is your reminder that it's okay to do social media your way. 

One way to do this is to monitor your analytics—what your community is actively telling you about the type of content that they like seeing from you. 

Then, repeating all of that. 

Before social media, how many people asked their friends to take a bunch of photos of them opening a bottle of champagne?

I bet next to none. 

If you want to brainstorm some social ideas and concepts you're thinking about- my inbox is always open. 

And here's a sampling of the photos that BSM probably never considered to be taken; the moment was just lived in and appreciated.

Don't Panic Over Social Media Shifts - Focus on Creating Great Content

Many coaches and influencers are panicking as Instagram, Meta, TikTok, and other platforms implement major changes. But the solution isn't complaining - it's adapting your strategy and doubling down on creating exceptional content that truly connects with your audience..."

Let's address the elephant on the social streets- where people are losing their minds over the Instagram Algorithm changes, the meta-verified shenanigans, and the eventual demise of TikTok. 

As with all big changes, it highlights and separates the business, marketing, and coaches based on their reactions. What you're seeing right now is how long these people have been in business.  

I could go off on a tangent here, but I promise I'm not going to. I'm going to make this helpful for you.

The bitching and complaining come directly from people who are “newer” and have put all of their marketing efforts into one basket. That basket could be Instagram, TikTok, LinkedIn, or whatever your social platform of choice is here.

I'm seeing how business owners understand marketing and social media as a whole. Here's what I mean….

Since the beginning of the Facebook business page in November 2007, we have been incredibly blessed as business owners. We've had a place for our business to connect with others on social media for FREE. And then, when Instagram went from iPhone only to all other phones in April 2012, we were extra blessed with an additional FREE void to shout into about our businesses. 

So, it's fascinating that most people are shocked to learn that they might need to pay to play- because it seems a bit overdue.

When I took my first marketing classes, Facebook was for college students only, and businesses needed to pay physical and expensive marketing and advertising expenses. E-commerce—wtf was that? To "succeed," a business needed signage, advertising in newspapers, radio, TV, and direct mail to gain traction. All of that with no real way to test and track its return on investment.

It was expensive back in the 1900’s to reach people because you had to do actual advertising. To understand this better, in this day and age, do you know what 10M views on TikTok are worth in paid media? Based on Tok's $10 CPM (Cost Per Mille), aka Impressions average, it's about $100,000, and there are people who are getting that for FREE. 

I'm sorry to jump platform talk, but I need to give you an idea of how this exactly plays out in the paid world today.

Because my next point is that organic content is still alive. With this new Instagram algorithm update and the Meta updates that are expanding to other countries, and eventually the US, people are freaking out that to be seen; they are going to have to pay. I don't believe this to be true as of right now, and here's why- I don't believe that organic is going anywhere. The primary goal of social media platforms is for many people to disassociate and spend lots of time on the platform to keep their advertisers happy.

If there aren't people on the platforms, scrolling along and wasting their days, there are no advertisers.

If the platforms only showed paid content from mediocre creators, people would abandon them in mass, which would lead to less revenue for the platform.

Because once again remember, you are running a business on another business. 

Your feeds won't be overrun with junk ads, as that wouldn't be in the users' best interest. So, the rules essentially stay the same: the best content wins.

The Meta Verified isn't going to change that once it gets to the US. 

Producing great organic content will gain exposure.  I get that it feels like sometimes you have to create 100 shitty pieces of content before something sticks but you do have the luxury of figuring out by looking at your analytics monthly what content your community wants from you. 

But with all of these changes and "challenges" happening, it's more important than ever to figure out what is working. Be in more than one place. Build your email list. Focus on the following you already have. Provide exceptional service.

The most important thing of them all is to connect with human beings. 

Keep Learning. Stay Consistent and get creative.

The Entertainer’s Advantage: Winning The Social Media Battle For Attention

Each spring, I teach a four-part social media series for business owners through the SBDC I also consult at. Almost every time, a similar question is asked when we begin to discuss what kind of content to produce: “Does content need to be entertaining to get the scroll stopped?”

Before I share my perspective on this, let's consider a thought-provoking question: What underlying motivations lead someone to open their favorite social media app and begin to scroll?

1. Connection and Belonging: Humans crave connection and a sense of belonging at our core. Social media provides a virtual space where we can interact with others, share our thoughts and experiences, and feel part of a community. Whether reconnecting with old friends, joining interest-based groups, or simply feeling heard and validated by others, social media fulfills our innate need for social connection.

2. Self-Expression and Identity: Social media platforms offer a canvas for self-expression and identity exploration. We carefully curate our profiles, share glimpses of our lives, and express our opinions and beliefs. This ability to craft our online personas and present ourselves to the world in a specific way can be empowering and addictive.

3. Information and Entertainment: Social media is a vast repository of information and entertainment. From breaking news and viral trends to memes and funny videos, these platforms provide constant content that keeps us engaged and informed. The fear of missing out (FOMO) on the latest updates or viral sensations can be a powerful motivator to stay connected.

4. Validation and Approval: Social media has become a source of validation and approval in the digital age. We measure our self-worth by the number of likes, comments, and followers we accumulate. The dopamine hit we experience when our content receives positive engagement can be highly addictive, driving us to seek more and more validation from our online peers.

5. Distraction: Some people use social media to avoid or escape negative emotions like sadness, anxiety, loneliness, etc. Immersing themselves in the online world provides a temporary distraction from confronting difficult internal feelings.

Understanding why people tap into their social media app of choice is the first hurdle in creating content that will get your community to pay attention to what you are putting out there.

User Attention Is A Precious Commodity

Mastering the art of creating attention-grabbing posts is crucial for any brand or individual looking to stand out, and where the question “Does all content need to be entertaining?” is a YES.

Scroll back up and re-read numbers 1, 3, and 5. Social media is a form of escapism for the user, who logs on to be entertained and distracted from dealing with whatever is happening in their real life. This could be waiting in the waiting room of the doctor's office, in the pickup line at their child's school, or dealing with some emotional news they just received.

Here are some practical tips to help you craft content that stops the scroll and commands audience engagement:

1. Know Your Audience: Before embarking on any content creation journey, it's essential to have a deep understanding of your target audience. What are their interests, pain points, and preferences? Tailoring your content to resonate with your audience will significantly increase its effectiveness.

2. Use Visuals Wisely: Visual content is more likely to capture attention than plain text. Incorporate eye-catching images, videos, and infographics to make your posts visually appealing and engaging. Ensure that your visuals are high-quality and relevant to your message.

3. Spark Emotions: Emotions have a powerful impact on human behavior. To connect with your audience on a deeper level, try content that evokes emotions such as joy, surprise, humor, or inspiration. Emotional posts are more likely to be shared and resonate with users- an example of this is dog videos.

4. Ask Questions and Encourage Interaction: Encourage audience interaction by asking questions in your posts. People love to share their opinions and experiences, so prompting them to engage with your content through comments, likes, or shares can boost your post's visibility and reach.

5. Keep It Concise and Scannable: We are dealing with a 3.5-second attention span, and users have short attention spans. Keep your posts concise, clear, and scannable to make it easy for users to consume your content quickly. Use bullet points, subheadings, and short paragraphs to make your posts visually appealing and easy to read.

6. Stay Consistent: Consistency is key to maintaining audience engagement on social media. Develop a content calendar and schedule posts regularly to keep your audience interested and coming back for more. Experiment with different content formats and track the performance of your posts to refine your strategy over time.

You can effectively command their attention amidst the endless scroll by prioritizing entertaining and emotionally resonant content tailored to your specific audience's preferences. Remember, social media is often an escape or a source of connection for users, so crafting content that fulfills those core desires is key.

Continuously experiment and analyze what resonates most with your community. Embrace visuals, spark emotions, encourage interactions, and maintain consistency. Success on social media requires a delicate balance of strategic planning and an innate understanding of what truly captivates your audience.

Ultimately, the ability to stop the scroll lies in your capacity to create content that entertains, informs, and resonates on a profound level. Master this art; you'll unlock a powerful connection with your audience, fortifying your brand's online presence and driving meaningful engagement. In the realm of social media, the scroll never stops, but with the right approach, you can become the highlight they pause for.

Let's chat if you need help on how exactly your business can achieve entertaining online.