Make It Happen
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Despite the frenzy everywhere else, many senior executives look at their corporate Social Media initiatives, and wonder why there isn’t a better return on their investment.  Many marketers, despite implementing clever campaigns, secretly worry about the same thing.

Here’s the question:  is there some special social secret sauce that can dramatically improve results every time?  The answer is yes – sort of.  Here are three ideas:

1) Create the baseline, not the campaign: There needs to be an ongoing, low-level effort to grow engagement over the long term.  This baseline group of people are the ones who will amplify any specific campaign: the bigger the baseline, the greater the multiplier effect.  Of course, the objectives of any campaign should include to grow the baseline.

2) Three levels of engagement – Industry, Corporate, and Individual: The impact of any message – and the level of engagement – can be traced directly to the congruency between industry strategy, specific corporate Social Media strategy, and individual strategy. Too often, corporate Social Media campaigns neglect the impact that the employee group can make.  Or they duplicate (or ignore) what an industry association is doing.  Very often, industry associations have no idea what they could/should be doing, so they fail to move the needle in their market at all.  While it is not as “sexy” as designing a social media campaign, professional marketers must manage “up” and encourage industry initiatives, and manage “down” to empower/engage their own workforce.

3) Don’t chase the shiny object: Just about anything is possible, but too often organizations are seduced by the new.  They forget to tie their Social Media investment directly back to their business objectives: what impact will the initiative have on new leads, sales, customer service, new candidate recruitment, etc?  Starting with a goal in mind is a great way to focus on results, instead of the shiny object.

There are other ingredients in the secret sauce, but these three go a long way to amplifying the message, and leveraging the investment.

This week’s action plan: Think of the three levels of engagement, and how you are personally using Social Media.  Are you using the tools as a professional, or only for entertainment?  This week, look for the discussion groups, wikis, and blogs that will move your career forward in your area of expertise, and spend some time there.  Hint:  Check your professional association and your corporate Social Media sites – if they’re doing their jobs, this is a great place to start.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

Personal Blog Branding

by Randall Craig on October 6, 2010

Filed in: Blog, Blogging, Branding, Make It Happen Tipsheet, Social Media

Tagged as: , ,

You only have one chance to make a good first impression.” This is the siren song of personal branding, and is what causes millions of people to think carefully about what they wear each day. Too bad though, that in today’s too-fast social media world, the first impression does not come from your clothing, but via LinkedIn, Facebook, YouTube, Twitter, and your blog. After reviewing thousands of profiles, I have seen a number of personal branding faux-pas that people routinely make. Do any of these sound familiar?

  1. Unprofessional photo: This might mean a photo with other people in it besides you, or a photo that is blurry, too dark, or one that doesn’t represent your desired professional image. (A photographer for a head-shot is surprisingly inexpensive.)
  2. Dated photo. No one really is impressed by that “great” photo from 20 years ago. Or that one from 5 years ago. It’s better to look authentically like your today-self, so when the
    inevitable in-person meeting takes place, your guest can actually find you.
  3. Bad copywriting: Most people spend days working on their paper resume, straining for precisely the right word. Yet when it comes to written profiles, the writing is terrible – which leaves an unfortunate impression.
  4. “Status” problems: Many people don’t show judgement regarding the content or the frequency of their updates. Personal brands have been destroyed by TMI (Too Much Information), the wrong information, non-obvious abbreviations, or careless grammatical errors.
  5. Different voice: There’s only one of you; if you write a blog post in a different “voice” than what people are used to, then people will wonder “which” is the real you: the live
    person or the blog writer. This is a sure way to reduce perceived trust.
  6. Public conversations: It’s too easy to unwittingly have a private conversation in a public place, forgetting that others will see what you write, impacting their opinions of you. At the same time, your brand is affected by others’ comments on your page.

This week’s action plan: Read through the list, and compare it with each of your major profiles. These problems are easy to fix, but it is easier to avoid them in the first place. (You do, after all, only have one chance to make a good first impression.)

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)


Career Performance

by Randall Craig July 21, 2009

What do Stevie Wonder, Leonard Cohen, and Elton John all have in common? They are all musicians, all internationally famous, and they have all been writing music and performing for decades. But what accounts for their success? They had great teachers and mentors. They practiced their scales and rehearsed their music, and got very good […]

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One Phone Call

by Randall Craig March 25, 2008

If you could make one – and only one – phone call to move your career forward, who would it be to? And what would you say? If you could arrange one – and only one – meeting to move your career forward, who would you call? And what would you say? Would the call […]

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The good old days…

by Randall Craig September 12, 2006

Have you ever spent time with some colleagues talking about the good old days? Perhaps wishing that a former boss or colleague was still part of the team? Or maybe wishing that the old commission plan was still in place? Many people do this from time to time, but it is a terrible waste of […]

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