Realised it’s been nearly a month since anything was added to the lexicon of fine words that is The Magazine. And there’s nothing worse than an attack of cobbler’s children*.
So then you’re faced with a blank screen and, of course, nothing in particular to talk about (or rant about, or rave about etc). But herein lies the point. Yes, there is one.
In the fast-moving world of digital marketing, the latest bandwagon is often jumped upon with gay abandon with relatively little thought to how the latest “toy” will actually be used in the real world.
Blogs. Twitter. Facebook fan pages. All of these now play an increasingly-important part in the marketing mix and are, of course, an essential part of a well-thought out strategy. But are they always necessary?
Is there any point in creating a Facebook fan page if it gets left to gather dust? How about a Twitter feed that doesn’t add any value to a brand? Or a blog that’s left to roll around the internet like digital tumbleweed?
If they’re used effectively, all of the above – and more – are fantastic additions to a strategic digital marketing plan. But all can be detrimental to a brand if they’re left to their own (un-updated) devices.
When we’re working with clients we ask them to bear in mind the time, dedication and flexibility required to make effective use of these tools. Task someone with the job of keeping them all up to date, allow the appointed person the freedom (and trust) to use them as they see fit (within certain guidelines of course) and use them not just as tools of communication but as tools of engagement.
Right… better start following our advice then. :-)
* “For those unfamiliar with the expression; it’s often said that cobbler’s children are the ones with the shoes full of holes, as their cobbler father is too busy fixing everybody else’s footwear” – Old Sayings Editor
