November 12th Post

Pages 253-284 of Made to Stick, by Heath and Heath, discuss various strategies that should be implemented when trying to make an idea stick. The section begins by describing how important it is for employees to understand what an organization stands for, and what will make it successful. In other words, it is not enough that the CEO and top managers of a company understand the strategic language used by the company; employees must also understand this language so that they can make appropriate decisions and further advance the company.

As the chapter continues, Heath and Heath discuss various barriers that make strategic communication difficult. One of those barriers is called The Curse of Knowledge. This means that individuals tend to talk to others as if they all have the same knowledge and experiences. People must be careful to translate their ideas into language that is concrete and applicable to the audience. In addition to being concrete, individuals must say something unexpected and tell stories when trying to make an idea stick. According to Heath and Heath, a good story is better than any abstract statement. This is because people naturally tune into stories. They are curious to know how the story unfolds. I have seen this work firsthand while giving motivational speeches to kids. While the kids are generally very attentive, they tend to pay even more attention when I tell stories that relate to my points. In fact, I have had teenagers email me months later, telling me that particular stories still stick with them and guide them in their everyday lives.

I found this section of Made to Stick to be very insightful. I’ve learned that it is not enough for individuals to come up with ingenious ideas; individuals must find ways to make those ideas stick. By implementing the strategies outlined by Heath and Heath, I will be able to design “sticky” creations in my professional life beyond school.

November 5th Post

Pages 179-206 of Secrets of Social Media Marketing, by Paul Gillin, discuss various strategies and “secrets” that can be utilized in a social media campaign. These strategies and secrets can be used to generate awareness and increase profits. For example, one secret reads, “Even bland content can be made interesting if approached in an interesting way.” In other words, the content itself is not as important as the approach to that content. As the chapter continues, a strategy is discussed called, “Ditch the Pitch.” Simply put, social media marketers should not engage in sales pitches. Instead, they should try to engage their audiences. In order to do this, social media marketers should try to stimulate two-way conversations between the company and the consumers. When consumers are engaged, they are more likely to take action.

Another secret states, “Optimize everything for search.” While this tip may seem simple, it has great implications. By optimizing content for search engines, social media marketers can ensure that potential customers find that content. If an article on a site is optimized for search, that article can possibly receive as many views as a New York Times article. This is because search engines act as an equalizer for content. The source of the information doesn’t matter as much as how that information is optimized.

One of my favorite secrets involves dictation. More specifically, the secret states, “Write how you speak.” This means that social media marketers must use terms that people use in actual conversations. For example, people don’t use passive voice or third person while conversing; consequently, they shouldn’t use passive voice or third person while writing online content.

My biggest take-away from this section of Secrets of Social Media Marketing is that creativity is essential when constructing a social media campaign. Social media marketers must be willing to think outside of the box in order to bring awareness to a particular brand. The internet is home to many users and possibilities. Marketers just have to find creative ways to engage customers.