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Randall's Resources
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Social Relevance: Improving Your Signal-to-Noise Ratio

No one cares about you - they care about how you can solve their problems. Write for your readers.

These two expressions epitomize the most important marketing (and social media) concept: relevance. How often have you seen a post, picture, tweet, or comment that adds zero value? Or where the signal-to-noise ratio is, well, noisy?

When it comes to using social media as a professional tool, there is a subtle shift that must happen. Instead of a self (or corporate) focus, the post must be designed to be user-relevant, and user-focused. It's true that celebrities (and politicians) o [...]

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Being Real

What's your reaction when you read a company newsletter, instruction manual, or other corporate communication?  You probably think it sounds plastic, anti-septic, and homogenized.  If so, you're like most people - they see corporate-speak as fake, and they can sniff it a mile away. The best communicators have always known that effective writing connects at an emotional level with the reader - no matter the topic.  And what is most effective in social media is precisely this, along with a one-on-one connection between two people.  This is true even if one person is a representative of a [...]
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Scenario Planning: Social Response Strategy

Special Note:  Join me for a content-filled webinar on May 8th at 3PM EST - Get Real: Social Media Customer Service.  We’ll explore your concerns on productivity and staff training, with a focus on social media beyond sales and marketing.

What do you do when you are disappointed with a product or service that you have purchased?  Most people turn to the web: a quick check on Google solves many problems.  And a few choice words on Twitter or Facebook can let everyone know about the experience.

From an organization's perspective however, those "choice" words can be terribly [...]

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