Trading Pace: How To Increase Productivity Without Being Hasty

Jeremy Sherman, evolutionary epistemologist studying the natural history and practical realities of decision making, has some interesting insights into decision making. And how, as things continually speed up, expediency becomes driven by an emotional aversion of hard work. He's partly right, perhaps with the wrong word.

He really means hasty, with all the spoils of an over-eagerness to act. As Benjamin Franklin once coined, haste makes waste. It's even the theme of a hit song by 10 Years.

How to recognize haste with online communication.

• Speed reading our critics to avoid anxiety or confrontation.
• Focusing on feedback only by those who appear to have amplification.
• Writing short, incomplete posts to flood the net with more of them.
• Reorganizing social network lists in order to only listen to a few voices.
• Using SEO shortcuts to attract people, regardless of content relevance.
• Following folks who are popular as opposed to those with quality insights.
• Tweeting conversations when you had enough thoughts to leave a comment.

And the list goes on, online and off. As Sherman says in an article on what he calls disappointment psychology, trading in a fast set for proper form at the gym is counterproductive. There is no benefit, other than our brain telling us to meet the quota without doing the hard work.

Another great example, especially interesting for anyone who tracks feedback across the Web, comes from a different article by Sherman (and it doesn't sink in to the murky pool of politics like the first one). He suggests people tend to speed read criticism because they are threatened by it. Again, he's partly right.

So what to do about it? Anyone working with marketing and communication on the Web knows that expediency acts as a magnet. Shorter posts that require little thought are the bread and butter of many popular bloggers. The author and readers have an unspoken contract to be marginally beneficial provided there isn't much thought involved. And that's fine, I suppose.

But what about feedback? Are you shortchanging the opportunities that present themselves from voices that aren't amplified by 10,000 readers? I know people who do. Some don't engage critics for fear of giving detractors validity. Some don't like confrontation, preferring to prop everyone up. And others simply try to define which voices are more important. Whatever.

How to avoid haste and increase productivity online.

• Speed read for validity, with a sensitivity to your emotions.
• Read every comment, looking for ideas not personality.
• Write tight, but make sure to fully flesh out the ideas.
• Keep up with friends, but allow other voices into the conversation.
• Never measure for traffic when trying to construct relationships.
• Give everyone a chance to demonstrate they add value.
• If you don't have time now; save and circle back when you do.

Sometimes people ask me how I can be active online and still make deadlines (my time online is miniscule compared to some of my colleagues who have 10-100 interactions more than I do). Still, I have found ways to maximize participation. It has everything to do with developing systems to improve productivity. And most of them work for me, but they might not for you.

An offline solution, for example, is finding time to read books. It took awhile to figure it out, but I have about 15 minutes to half an hour after dinner (usually on a reader). And, I have about the same amount time before bed (thanks to audiobooks).

Online, it's much the same. I can look at 100 or so posts from a reader list of 250 every day, skimming for substance. I flag those that seem to be a cut above and then read them deeper, never mind who wrote them. If I have time, I comment on them, but only if I can add value. (For example, I just cut a paragraph on speed reading critics, meaning to save it for another day).

The takeaway here is simple enough. Look for ways to improve productivity without being hasty. It's the most valuable tip from Sherman, summed and paraphrased: When you shortchange the journey, you may not reach your destination. And even if you do, you won't value it as much.

The same holds true for leaders. Look for ways to make the team more productive, but don't risk quality by forcing production.

Spooking Social Media: Ad Agencies Wake Up

One creative, interactive YouTube campaign and, suddenly, everyone's concerned about advertising agencies moving into social media. Some agencies, like Interpublic's Universal McCann and Publicis Groupe's Vivaki, are already building dedicated divisions.

It could reshape social, with some people concerned about the silos and buy-ups that I mentioned what seems like 100 years ago. Except, back then, I was talking to recruiters who "got" social media well before public relations professionals and communicators. Jim Durbin was listening. He recently outlined how social media stacks up in the job market.

Are There Consequences If Agencies Dominate Social Media?

If David Teicher with AdAge is right, it could lead to more silos (subdivisions) and shortcuts (blended earned/bought media). If Dave Fleet is right, it could lead to short-term spike campaigns (viral) and sub-optimal results (popular channel focus). If Todd Defren is right, then agencies will put campaigns before relationships.

They're all good arguments, but it really depends on the agency. I've worked with enough agencies that have created public relations divisions to know. Some shops integrate communication. Other shops dismiss the division as an "also have" service.

The same thing happened when agencies decided it was in their best interest to buy up Web design companies (and direct mail shops before that). Some shops develop great integrated campaigns. Other shops have an abundance of strong and weak components, skewing to what they know best. Almost all of them place an emphasis on creative over strategy, which might be why Old Spice lost some shine.

What about public relations? I might teach public relations classes, but I don't always understand public relations firms' business thinking. Many jumped on social media because they were threatened by losing some of their retainers to social media specialists and because media seemed to be losing its relevance.

Sure, a few have a passion for the space. But otherwise, it was a knee jerk with the argument that they were better at "relationships." Yet, if that is so, then why all the focus on finding influencers to replace journalists? That is what many of them are trying to do, which basically means they couldn't care less about the individual customer. That is the whole premise behind why some firms use Radian6, isn't it? Find out which commenters have juice?

It's Not Who Owns Social. It's Who Owns Strategic.

Communication strategy, not social media, is what will shape the future of communication. Someone has to stand at the helm of any communication program, and that usually means the marketer (internal) will most likely dictate the team, skewing to the areas of expertise where they feel they need the most help.

And if they need help with strategic direction, you can bank on the idea that whomever is given the strategic lead will decide the rest of the marketing mix — what percentage of the budget goes to marketing, advertising, public relations, or social media.

Next year, when one of my students in public relations asks me what they need to focus on to have a successful career in a communication-related field, I won't tell them to sharpen their social media skills (although they will need to know it). I'll tell them to sharpen their strategic skills because the people outlining the strategy are the people driving everything else.

When you think about it, that really levels the playing field, doesn't it? Every public relations firm, advertising agency, and social media boutique eventually develops at least one or two strategists (and sometimes they are not who the client thinks). If you ask me, strategy dictates whether a campaign will succeed or fail, not the tactic (social media) everyone has their eye on.

Writing Stronger Leads: Six Variations For Story Openers

The most important paragraph of any story is the lead. So it stands to reason that the opening graph of any post is equally important, with an emphasis for SEO. Doubly so if you only syndicate a fragment of the post to feed readers.

But how important is it?

Let's say you're a journalist looking for a story. You don't have much time. Deadlines are looming. You scan leads (assuming you can get past the headlines)...

"To support the marketing and branding strategies of its wholesale High Speed Internet (HSI) customers, Verizon Global Wholesale is expanding its portfolio of services to include two white-label, or non-branded, HSI options." — Verizon

"RMT, Inc. (RMT), a leading energy and environment company, is expanding its services to the Federal market to offer complex remediation, energy management, and renewable energy solutions." — RMT

"Everyone looks better in butter, and thanks to Midwest Dairy Association a fun new Facebook application brings a popular state fair tradition – butter sculpting -- to life." — Midwest Dairy Association

Nothing, except maybe a blurb about turning your Facebook profile picture into a virtual butter sculpture. I almost tried it, but then remembered I don't look good in animated yellow. That, and unlike the cool Mad Men Yourself app, there is no preview before you opt in.

No matter. At least I read past the first grammatically challenged graph.

The problem, it seems to me, is that while most journalists learn to write several types of leads, most public relations practitioners (many of whom now write posts) are only taught to write one type of lead: "who, what, when, where, how" lead. Unfortunately, the inverted pyramid lead is also the most boring. They tend to be especially boring for posts too.

Six Alternative Leads For Posts And Openers.

1. Immediate Identification Lead. The immediate identification lead relies on subject prominence. This works well for stories, but not so well for posts unless paired with a unique action. Sure, name prominence is important. However, if a popular headline is paired with an action that matches everybody's headline (Lindsay Lohan Goes To Jail), you become one voice in a sea of millions.

2. Delayed Identification Lead. If nobody knows who you are or what you are talking about, it's even more important to place the emphasis on the action. The action will draw the reader into the story, assuming it has some news value. A weak action is what broke the read for RMT. Several prominent bloggers have done this to gain a readership on the front end. It's not "who they are" that attracted people. It's "what they do" or did.

3. Summation Lead. Anytime you have a complicated story, it's best to sum up as much information as possible. I'll probably use this variation when I write about CitizenGulf's Day Of Action next week (on a different site). The event has several talking points so, unless an alternative lead strikes me, a summation lead makes sense.

4. Creative Lead. Unusual leads work best for stories with some element of novelty. They don't always work for news releases, but the Midwest Dairy Association is an adequate example. It's too clunky to be called solid writing and too gimmicky to be very creative, but we did read past the first sentence. Of course, we might not have if that release was a post. It requires sharp writing.

5. Pyramid Lead. Public relations professionals who send out feature releases use them now and again. But mostly, magazine reporters are much more inclined. Rather than invert the pyramid, they lead with a small detail within the story and then expand from there. Pyramid leads tend to work best with imagery: sights, sounds, smells, tastes.

6. Promise Lead. Promise leads usually appear in releases about a study and they work great for posts with an educational slant. People who write about communication frequently use them, prosing up from what you might learn from the post. In this case, I'm merely supporting the promise that I tucked inside the headline, briefly explaining why you might care.

Nowadays, people place significant attention on headlines, but they don't always pay enough attention to the opener. I invest as much as 20-30 percent of my total time into the lead. If I don't invest that much time when I start, I usually revisit the lead when I finish. By that time, a new lead has usually developed.

Where the application of a better leads pays off is on search engines that share one line of content and third-party syndication readers. The latter, which is a choice some bloggers make because they want readers to visit the site, forces the story to live and die based on the lead. My advice is syndicate the full post. Not only will your story have a second chance as they scan subheads, but it will likely increase your subscription rate.

Interestingly enough, copywriters are the only pros who sometimes have the option to skip the lead, assuming the headline is strong enough. For everything else, it's all in the lead.

Warring Tribes: When Playground Fights Go Public

Ike Pigott had the best analysis of a recent online spat between two consultants. What's not to love about any post that resurrects Spike the Bulldog and Chester the Terrier?

I won't be so graceful. The brush-up between Kami Huyse and Peter Shankman is intriguing because it ends with two kids meeting up after school in the playground, encircled by their pre-pubescent friends, stomping their feet, clapping their hands, and chanting "fight, fight, fight!" It didn't start that way, mind you. Confrontation never does.

One tweet. One post. One response.

If you don't want to follow the links, it sums up in two or three graphs. Once upon a time, the most popular kid in school, Chris Brogan, bought shiny suspenders. So that made it fashionable for other kids to talk about their suspenders, belts, and fancy elastic bands too. Shankman included.

So, one day, Shankman shared the news about his shiny suspenders at PE class. After reflecting on this, Huyse went into the music room and said talking about what holds your pants up, on its face, is pretty silly. Then some kid, who probably doesn't have anything to hold his pants up, told Shankman that Huyse was talking smack about him. Shankman called her out and pushed her down. Dazed, Huyse said she wasn't talking about him, only suspenders (but what if she was, so what)?

Whack. Slap. Poke. Push.

And then, wow, everyone jumped in: Joe Ciarallo, Geoff Livingston, Aliza Sherman, Doug Haslam, Warren Whitlock, and a few others, not counting the comments, tweets, updates, and whatnot. It also doesn't count the dozen or so other posts that didn't make the first few pages of Google. It doesn't matter that Shankman later said he was being sarcastic.

That's how these spats are measured. Not in physical blows, but rather Google juice and search returns. The end result? Well, once Ciarallo threw in a third-party punch, all the positive ties between Shankman and Huyse (and there were a lot) shrank in importance. And that's why, these little spats, which on their face are pretty silly, were taken so seriously.

When Playground Fights Transcend Into Tribal Warfare.

Most playground spats never get all that much attention, but a few spiral out of control, including some that ended with the threat of legal litigation and the promise of physical violence (one of which we turned over to authorities). In such cases, perhaps the epic moniker might fit, with retellings of how Sparta dragged in the whole of Greece to defeat Troy.

The interesting thing about real tribal wars, however, is that most soldiers on the field don't know the circumstances. They simply raise their home banner and press forward with erroneous conjecture. And yet others jump in for any number of reasons much like Agamemnon did. He didn't care about the petty dispute as much as the excuse to gain more power.

If you are new to social media, you might as well know there is no way to avoid disagreement. Sooner or later, there will be a flare up. And with that in mind, here are a six friendly reminders that may help you keep playground antics in perspective.

1. Never write anything without the explicit understanding that you are inviting comment.
2. Never assume omitting a name will exempt you from a reaction by those who own the action.
3. Never respond to feedback when you are emotionally charged by the unexpected critique.
4. Always remember that the Internet isn't a private call. It's a party line and people take sides.
5. Always expect disagreements to eventually become a headline where you never imagined.
6. Always remember that, in time, most people regret what happened prior to the resolution.

Keep these tips in check and most discussions, even heated ones, will remain discussions. It's generally only the overreactions that attract the most attention to move friendly banter into something more akin to kennel noise or all-out tribal warfare.

Case in point, I can blame Brogan for everything that happened between Shankman and Huyse because it's funny to do so. I also know that Brogan can take a joke (if he even sees it). There won't be a flare up, let alone a tribal war. And even if he did comment (which is rare), it would probably be light.

Now, if only those who envy his suspenders would learn that lesson too. Then civility, even with debate, might be plausible. Yeah, right.

Trusting Companies: Consumers Look To Connect Online

Looking just beyond the drum beat of get social media or die, Siemens Enterprise Communications released a study that consumers are looking to connect with companies via social media platforms. Siemens is a provider of end-to-end enterprise communications, including voice, network infrastructure, and security solutions.

Interestingly enough, Siemens says the study shows that both employees and consumers want more social networking, but only about 30 percent of companies are ready to do so. According to the study, one-third do not have any formal policy, do not allow social networking at work, or aren't aware that their company is already being talked about online.

Conversely, despite some reservations about turing social media into a giant ad platform with companies blasting out information, consumers want to find companies online and on social networks where they participate. And, when they do have questions, they increasingly want expert interaction.

Selected Study Highlights From Consumers

• 70 percent of consumers want access to company experts via social media.
• 65 percent say that the online company to customer is a positive experience.
• 59 percent feel company outreach via social media will improve loyalty.
• 50 percent use social media daily or at least a few times every week.

The study may show how far social media and social networking have come since Forrester Research's study two years ago that concluded people don't trust blogs. People are becoming more trusting of the companies they engage online, with that trust clearly dependent on the interaction they provide.

Ranking Content Providers: Fresh Content Project, Second Quarter

For those who don't know (or maybe forgot), Copywrite, Ink. is running a year-long experiment called the Fresh Content Project, which puts popularity to the test. By eliminating the popularity equation from about 250 blogs, we pick a single standout post per day (with weekend posts spilling into Monday). There is no algorithm.

In fact, we don't even tally daily picks until the end of each quarter. And, after kicking it around the office, we decided not to keep year-to-date tallies either. Each quarter can stand on its own. We'll recount it all, every post, at the end of this year.

Last quarter, we published 36 Fresh Content Communicators. This quarter, April 1 to June 30, we found 38. Some names are new. Some of last quarter's names didn't make the cut.

What does that mean? It could mean anything. It might mean their best posts landed on a day when someone wrote something better. It might mean they're on vacation or haven't written in some time. Some have already been fresh picks in the third quarter. So suffice to say, this experiment isn't about winning and losing and there is no possible way to game it.

The way we see it, anyone included last quarter or this quarter has provided some invaluable content. And in our book that makes anyone who reads their blogs the real winners. Also, in terms of ranking, there is no correlation between the first quarter and second quarter. Nobody really rose and nobody really fell. If you think otherwise, wait until the end of the year.

So, below are 38 communication-related professionals who provided Fresh Content picks in the second quarter of 2010. While some are suited for specific tastes, the top of this list (with more than one pick) ought to be in your reader.

The folks below represent some of the freshest, most original content related to communication today. And, we look forward to reading more of their fresh content in the third quarter along with even more new and fresh faces. The comments are yours.

38 Fresh Content Communicators By Quality Of Content

1. Valeria Maltoni continues to blend communication strategy into everything she does at the Conversation Agent. Some regular readers might have noticed Maltoni is favoring tighter posts lately. In this case, tighter might not be better but it doesn't hurt either. Maltoni belongs on your daily read list. Her posts consistently land on the top of the pile.

2. Last time around, we called Ike Pigott an undervalued smart guy who pens Occam's RazR. In the last three months, he has only gotten better, with one of his posts still considered the best we read all year. His ability to simplify subjects by employing analogy and storytelling is a rare treat to read. Even when there isn't room to be the top pick of the day, Pigott always provides something within the top three.

3. We made Adam Singer smile over the idea that The Future Buzz might have been overly bullet heavy last quarter. You won't find it that way anymore, and it makes for memorable reading. Singer is easily someone to put on your watch list, especially if you like your communication conversations sprinkled with business. Memorable.

4. Geoff Livingston doesn't write as much about communication like he once did. However, anyone reading his work at Geoff Livingston will find it still rings loudly in whatever theme he covers. Even when you don't agree with him, his knack for nailing the truth on a great many subjects will dazzle you — especially when they go against the grain. More than that, he has a big heart and his recent efforts to help people in the Gulf are admirable.

5. If you have ever had the pleasure to meet Jason Falls, you already know he can best be described as infectious. And lately, Social Media Explorer has been digging ever deeper into the fine line between perception and reality. His conclusion: Get out of your comfort zone because sometimes the people who aren't talking hold more insights than the people who are. So that's why we read Jason Falls.

6. Louis Gray, author of LouisGray.com has penned his fair share of surprising insights in the last quarter, including his comprehensive list of 50 top startups. So if you want to keep up with the tech business side of social media, he has to be included on your read list.

7. As the dominating voice on TopRank, it's probably no surprise to see Lee Odden on this list. Lately, what we've loved best about Odden's work is his quest to keep pace with the changes occurring within SEO and social media. For the last few months, Odden has also led the charge on putting a more human face on SEO, which is a direction that will only make the industry stronger.

8. Roger Dooley doesn't only care about what people think. He cares about how they think too. Several times a week, he'll show some studies and observations about how they do on Neuromarketing. If you're in communication today, you ought to be interested. Nothing will help you think more strategically than skipping tactical tips and thinking about how people think.

9. You know Ian Lurie must write some good posts on Conversational Marketing. Why? If they weren't good, I'd never pick them just because it's such a hassle to find his Twitter account. That little rant aside, Lurie has a nice blend of SEO, social media, and marketing that become addictive over time. He's especially good when he's grounded. Watch for those moments.

10. Arik Hanson and his Communications Conservations is another under-read communication blog, with an emphasis on social media. Many of his tips are task-oriented, but every now and then Hanson tackles the reality of a deeper issue — like the myth of a viral video. In addition to his blog, make sure you follow him on Twitter.

11. There doesn't seem to be any doubt that Dave Fleet is at his best when he outlays what he thinks in the frankest way possible. The DaveFleet.com blog is a mix of lists with the occasional burst of well-thought-out insights. It's a good mix of anything goes and everything Fleet finds relevant. One of our favorites this quarter was Fleet telling people why their social media campaigns probably suck.

12. It seemed to take some time before the Web Strategy blog by Jeremiah Owyang had as much as passion as it did when we first started reading it. But this time around, Owyang's less frequent posts seem back on track in between the news bites. His tried and true signature matrix maps always bring something new to communication strategy. Watch for those.

13. Mitch Joel isn't going to go anywhere soon. Six Pixels Of Separation always provides a deep look at whatever content Joel happens to be presenting. Some people say that makes his blog too heady to be popular. But on the contrary, that is precisely what makes his blog worth reading daily. You'll find a sort of zen there that other thinkers just don't seem to have.

14. If you are looking for someone to make you smile while you learn some lesson in communication, try This One Time At Brandcamp, penned by Tom Fishburne. Every week or so, Fishburne offers up a lesson or two tucked under an illustration that could stand on its own. You might not always be sure which came first, the cartoon or the post, but they always match just the same.

15. Reading The Brand Builder by Olivier Blanchard won't be everyone's bag. We say that only because his most memorable posts attempt to teach us two things at once. It makes the post much longer, and we think more memorable too (which is our bag). We especially like his lesson wrapped up in history. He's sharp on ROI too, you know, for good measure.

16. Perhaps it's because he hails from South Africa, but Patrick Collings sees things differently at the Brand Architect. What's somewhat refreshing here is that he doesn't always have a need to repurpose other people's ideas. He just shares them straight and allows you to draw your own conclusions. It also makes his thoughts on branding more powerful when he does take the time to share his ideas on how things could be done.

17. Peter Winick is a new face to Fresh Content, but Thought Leadership Leverage has been in our personal reader much longer. What we like best about Winick is his regular procession of asking the right questions at the right time. A few days ago, I mentioned that asking questions is one of the three cornerstones of creativity. Winick gets it.

18. Peter Himler offers up plenty about public relations on The Flack with an emphasis on using YouTube as a conversation starter. Sometimes there are great social media crossover topics too, including his analysis on what BP could have done better in reaching people online. It was smart, bookended by many other smart ideas.

19. Dean Rieck isn't as well known among the social media crowd, but he has made a name for himself in copywriting circles. We met online several months ago, and I've been reading ProCopyTips ever since. If you want to start looking outside your bubble, make sure you add him to your list. I'm not just saying that because of my background as a copywriter. Heck, Rieck didn't even call while he was in Vegas.

20. Maria Reyes McDavis aka WebSuccessDiva is our favorite colossal digital geek brainiac at Digital Peas & Carrots. She's always helpful outlining various SEO tactics for copy and content writers as opposed to the IT teams. And she always tempers her SEO advice with a warning. Being found is great, but you still need great content to keep people around.

21. Anytime you need someone to liven up a party, don't look any further than Bill Sledzik. Before heading out for the summer, he sparked more than his share of conversations at ToughSledding before moving it to a new address. No worries. ToughSledding, when Sledzik has time, is as tough as ever.

22. Jay Ehret aka The Marketing Guy knows a thing or two about branding. The Marketing Spot has been a long-time favorite around here for that exact reason. Any time Ehret tackles a branding issue, it's likely to help you clarify your thoughts on the subject and lead to new insights on old ideas that feel worn.

23. Last quarter, we noted how Jenn Riggle was providing valuable insight into social media with a medical twist, but her content is becoming more expansive on The Buzz Bin. Much like I once said of the person who founded The Buzz Bin, she's somebody to watch. So are some of the other voices over there.

24. Jeff Bullas seems to be on a roll lately, with some well-considered tips on Internet marketing, buried under his always sensationalized headline. Skip the headlines and get into the meat of the content and you might be surprised to find some compelling data and research on trending. Bullus needs more readers. It's that simple.

25. Chris Brogan always has a lot of irons in the fire. He has one of those blogs you almost have to read even if, over time, you come to realize the reading isn't all that deep at Chris Brogan. Don't misunderstand me. There is obviously some solid content there or he wouldn't be here (there is someone as equally popular who isn't here, I might add). Still, I'm only mentioning it now because sooner of later someone might appreciate that deep and read don't always go together. Brogan is read.

26. Kyle Flaherty tends to look upon social media with a skeptical eye. Anytime someone does that, they are likely to see some social media enthusiasts turn off. Maybe that's why we liked a post or two from Dances With Strangers. In fact, we like Flaherty, even if he is wrong about all ROI being mostly about sales. It ain't all direct response. Ha.

27. Ari Herzog, writing AriWriter, frequently finds himself on the lower end of the AdAge Power 150. (No worries. We don't even play.) And yet, his blog — between shorter personal interest posts — frequently brings a perspective to social media that can't be ignored. What you might like best about this blog is his willingness to take a hard look at the finest of details. What do we like? Its crispness.

28. When it comes to visual communication, few people do it better than David Armano. Logic + Emotion has been around for some time. Recent social media rant aside, anytime Armano has time to illustrate his thinking is something not to miss. Sometimes in a single image, you immediately see what he means. Sure, he has a little less time since he joined Edleman, but it's still a treat when he has the time.

29. Sean Williams is one of the nicest guys around online (and one of several that I'd most like to meet). Communication Ammo is also climbing up as one of our favorite reads because it often covers topics that we just don't find anywhere else. It's less popular but more relevant than many other reads out there.

30. When Jed Hallam mapped out an online network theory at Rock Star PR, we immediately knew why we decided to add him to the list. Even if the devil is sometimes in the details, Hallam is on the right track in mapping the connections people make online. Social connections can tell you a lot. Hallam had several second pick posts this quarter too.

31. Anytime someone says online and B2B in the same breath, it's hard not to immediately think of Christina Kerley. The Ck's(B2B)Blog is a longstanding veteran on the topic. And, like many other bloggers, picking this niche was a decision she made to stick close to her core as opposed to making a break for popularity. True, CK doesn't post as often as she used to, but you'll always find passion when she does.

32. Kristen Hines was one of the newer fresh content finds this quarter. She writes the very robust blog at Kikolani.com. We absolutely love her blog, but the drop down banner makes her a better read in the Google feeds. What also makes her stand out is she generously shares what she does and how she does it, ranging from why you need an e-newsletter to the experiment that proves popularity and page rank don't mix.

33. Since Chris Koch approaches marketing from the B2B perspective on Chris Koch's B2B Marketing Blog, he tends to be a little more targeted. To be more targeted, he suggests that copywriters and marketers learn something about the stories that journalists tell. We've grown fond of him because he see marketing as leading in social media, but adds that marketing has to change in order to do it.

34. MarketingProfs, headed by Ann Handley, still cuts through the clutter with the occasional study. This time around, MarketingProfs shared findings from Vision Critical to show how social networks can be influential, but not always trusted. It mirrors our findings that influence is often a collective action attached to an idea and not an individual.

35. Jay Baer likes to bill himself as hype-free social media, but we know better. His posts speak volumes about his enthusiasm for everything social and we wouldn't have it any other way. He sees social media as the final frontier and often uncovers evidence that will have you believe it must be so on Convince&Convert, where you'll find other fine voices too.

36. When Brian Solis isn't writing about his book, he recaps studies and adds insight better than most. It makes us wonder if maybe that's it: We read Brian Solis because he has a nose for news as it relates to social media. And even when we don't agree with his assessment of what that news might mean, we still give him credit for setting the right agenda.

37. Ben Decker is another new addition to the list, writing for the Blog Decker. He tends to contribute less than the co-authors, but he always makes it personal when he does. I like his prose better than his videos because video seems too linear. However, I know plenty of people who will disagree with me. He's very personable, on camera or off.

38. Michelle Bowles hasn't been active on TopRank Online Marketing Blog since April (she left in May), but her contributions are considerable. Her forte tended to be developing clear and concise tip sheets, usually with three to five tips at a time. We'll keep an eye out to see where she lands next.

Serving Oddballs: Fresh Content Project

Every now again, the only way to describe an entire week of fresh picks is to admit they're all off kilter. The first full week in July was much like that, with five posts that make us blink at the less celebrated outcomes of social media.

Right. Sometimes social media does the unexpected. Numbers get twisted for effect and then still land on the front page of mainstream media. Media outlets create contests to make fun of online participants, only to erode the credibility of the jokesters. And then, someone with a lighter and brighter touch does something similar with a startlingly positive outcome.

When these are the headlines, is it any wonder some companies are asking their CIOs to protect employees (for their own good, they think)? But perhaps that's the lesson. When social media is taken too seriously, it makes the sharpest people look silly.

Best Fresh Content In Review, Week of July 5

• EWG Hits Home Run (Again): This Time, Sunscreen Is Unsafe.
Ever wonder how much you can believe on the Web? Bob Conrad does, especially when it comes from Environmental Working Group (EWG). EWG sometimes releases "studies" that capture everyone's interest, landing it on the front page of the press. The downside, of course, is that the details don't always hold up. In its latest attempt at garnering attention, EWG declares sunscreen is worse than ultraviolet rays.

• How Fast Company Confused Ego With Influence.
Influence is all the rage as a conversation starter, but Amber Nusland was one of the first to flush out one of several problems with Fast Company's approach to measurement. Sadly, even though most people have passed on the game or got out while the getting was good, some folks are still fighting for first place in a url pimping contest. There is no question about it. We pity the person who, er, wins. Indeed, it was sad to see someone I once respected beg for votes.

• Everyone is Wrong About Influence.
In a follow-up to the Fast Company debacle, Valeria Maltoni pinpoints that movements tend to influence people more than the people themselves. Even more interesting, the better direction for Fast Company was somehow outstripped by the link bait party antics of the Influence Project. Much like reputation, influence is a by-product not the "salesman" but in tune with what is being sold. Put up a link toward great content and people might click on it. Pimp meaninglessness and soon the so-called influence slowly fades away.

• What Type of Earthquake Tweeter are You?.
Everybody needs some comic relief now and again, and Rachel Kay provided some with a psychology twist. She shared eleven different responses to earthquake news that has become all too familiar on Twitter and Facebook. What makes this post so brilliant is that Kay doesn't tell her story from inside a fishbowl. Instead, she puts the whole world inside one. One wonders how the fish felt gazing up at their reflections or if they even know. Better yet, after a great chuckle, some people might quickly scroll back to see where they might have fit.

• CIOs Are Sticking Their Heads In The Sand By Blocking Social Media.
As impossible as it seems, some companies are still trying to find ways to block social networks or attempt to regulate their workers from writing on each other's walls for work purposes. Jenn Riggle captures what some CIOs have either been asked to do or perhaps made up as some sort of solution to pull out of their hats. There seems to be a much easier solution than read- only access. Social media might be treated much like the two martini lunch was in the 1970s. Landing the client was cool. Coming back drunk, not so much.

Fading Creativity: How To Reignite Yourself And Your Kids Too

Shortly after IBM released its poll of 1,500 CEOs who identified creativity as the no. 1 “leadership competency,” Newsweek published an article that was sure to disappoint. U.S. creativity scores are on the decline.

According to the article, American teachers warn there’s no room in the curriculum for creativity classes. But scientists are quick to point out that art isn't the only path to creativity. The creative process isn't about applying known solutions. It's about divergent thinking and cognitive skill sets, something that often becomes lost in the rote memorization that overcrowds curriculum.

However, it's not just about education in schools. Its about how kids play too. Video games, for example, require rote memorization much more for success than creativity. Immersive worlds require less imagination and much more memory of where certain advantage areas exist on a map and how to a mouse or game pad in a particular way to gain an advantage.

How To Apply Creativity Into Everyday Life.

The greatest creative sparks aren't born from what you have. The greatest creative sparks are from what you don't have. And, I might lump experiences into the mix along with the materials at hand. The same holds true for kids and adults alike.

• Broaden Yourself. Try new experiences, things you wouldn't ordinarily do. Even experiences that seem ordinary can provide a unique perspective. Recently, Psychology Today ran an article on how living aboard can make you more creative. But if you apply a little more logic to Art Markman's post, you might not have to go very far at all. Even within your community, there are cultural and demographic differences that can stimulate your head.

For children, it's easy enough. Pull them away from the immersive activities and introduce more explorative activities. For adults, it might be more challenging. Break out of the routine by randomizing your weekend activities, restaurants, and even what you listen to.

• Challenge Yourself. Don't take the easy road. The China Economic Review noted that business educators are placing a heavier emphasis on entrepreneurship necessity. Instead of attempting to copy what works (rote memorization and case studies), they are trying to teach the next generation of business leaders to solve problems with less.

For kids, it might mean creating their own game rather than relying on one they already own. Or, interweaving different lessons within a specific context such as learning math as Egyptians might have needed it to build the pyramids. For adults, it can be virtually anything from limiting the amount of time to get household chores done (but still get them done) to recreating a recipe (substituting duck for chicken, perhaps).

• Question Yourself. Ask questions, even when things work. Almost every business problem-solving course eventually touches on creativity and innovation. One of those models was developed by Alex Osborn and Sidney Parnes. Their Creative Problem Solving Process always emphasized asking more and more questions in order to help clarify problems. And, they follow it up by providing dozens of answers to each one, even if it leads to more questions.

For kids, the warning sign to watch for is when they stop asking so many questions by middle school. When they stop asking questions, it's time to start asking them questions — even if those questions seem ridiculous (like what if clouds were made of Jello). For adults, the best place to start is often on all those challenges, dreams, and tasks that fall by the wayside. Make a list for each and start asking what you could do about taking care of it or making it happen.

Americans Aren't Losing Their Creativity.

People don't necessarily lose creativity as much as they lose the will to provide for it. Given how many hours people spend surfing the net, it's no wonder there doesn't seem to enough time in the day for anything else.

Sure, the Internet can be enriching in terms of making new connections and being exposed to other people's creativity. However, sometimes you have to unplug from what is becoming too familiar of an environment and set out to make your own way. Or, in other words, sometimes finding the answer without Googling it can lead to a better solution and always a richer experience.

Creatively Related Posts:

• Where has Creativity Gone? on Common Sense Gamer
• The Most Important Quality for CEOs? on The Creative Leadership Forum
• How To Make Money Using Social Media on Six Pixels Of Separation

Getting Swaggered: Old Spice And Minivans?

If social media buzz ruled the world, we'd all smell like Old Spice and drive minivans. And, without the benefit of the YouTube videos to back up the imagery of what we're supposed to relate to, it's a very frightening thought.

Thank goodness some people are interested in seeing sales numbers before adopting the practice of flash-in-the-pan spots where companies poke fun at themselves. But do ads that draw more attention to themselves than the product really draw in customers?

The Toyota Minivan Rap.

The first time I really gave the minivan rap half a thought was after Driven Media mentioned its marketing blog. I'm always interested in new marketing blogs, but was surprised to find some praise for the Toyota Minivan Rap, which has been shared everywhere for approximately 4.5 million views.


Sure, it's almost funny, creative, and pokes fun at the embattled Toyota company. But why did it really receive attention? It was the first attempt at a campaign since the recall crisis. At least one media outlet asked if it was racist (I don't see how). And even the talent and agency attracted some attention. But what about the minivan?

The irony? There really isn't a minivan market anymore. Last year, minivan sales plunged to 415,000, partly due to the fact that most minivans get an estimated 19 miles per gallon.

Another irony? For all the sharing, I wonder how people would feel if they knew a consumer offered up one rap one year earlier? Still, as they say in Japan, all is forgotten in 70 days.

The Old Spice Man Spontaneity.

Even more viral than the minivan rap is the Old Spice guy. Much like a drunken party, everyone is piling on to say how brilliant the creative is without fear of a hangover. I won't question that. It's funny stuff, much funnier than the minivan video. I love reading about how they made it.


There is no question the video series is a temporary social media success story. Here are some stats, driven by the unpredictability of it all.

On the flip side, some people are questioning the product smell. That question really helps pinpoint what needs to be asked.

While the campaign might convince people to give Old Spice a try (maybe), what happens after that? It all depends on the product. But more importantly, even if changes to the product will help push it along, can the Old Spice success be attributed to social media?

NO. If people read business magazines more than they watch YouTube videos, they would already know Old Spice had inched by Right Guard to become the nation's leading deodorant and antiperspirant for men. So, this might not be a social media success story at all.

This is a long-term rebranding effort that started a long time ago, with the opening image above a part of it all. So, the social media series is just another step. And knowing this might prompt other questions all together. Does the social media series run counter to the investment that gave Old Spice a base to connect with on YouTube? It's hard to say, but there is one last irony.

One of the Old Spice products also includes a "Swagger" strip as part of the product positioning. So maybe the initial idea that minivan owners are Old Spice customers isn't far off after all. The only thing weird about that is that Tony Stewart doesn't drive one of those around the track.

Causing Commotion: Apple Made One Mistake

Sooner or later, it happens to every company. And for Apple, it's not the first time. The Newton was a disaster in 1987, even if the concept has somewhat redeemed itself as being the possible first step toward developing the iPhone and iPad.

The challenge this time around is barely a blip by comparison. The iPhone 4 reportedly has a problem with the antenna design. Or, maybe it's a problem with the reception reporting formula. Or, maybe it's all in how you hold it.

There has always been some push and pull with Apple. For every five loyalists joining the Cult of Apple, it creates one, um, Whig. And today, the Whigs feel pretty proud plugging Consumer Reports' call for a recall. Despite having the highest rating in its class, the consumer watchdogs want a fix.

There is also the drama about Apple forums, which have always maintained a strict policy that they are for tech solutions and not customer complaints. (The policy is unpopular, but understandable. When I search for solutions, I don't need gripes.) And then there is drama over the small stock dip yesterday, with Apple shares already recovering.

The Public Relations Misstep Was Speaking Too Fast.

Apple clearly mismanaged public relations this time around, giving those who want to make mountains an opportunity to do so. The 30-day return policy, software problem admission, and home remedies don't seem to be enough to appeal to the media, even though there are people who are reporting they wouldn't trade in their phones because their reception has never been better. Most of this could have been avoided had Apple and Jobs, specifically, not spoken to soon.

And yet, the Whigs, if you will, seem very loud in comparison to a quieter majority without issue. In fact, there are enough unaffected people that have some people wondering whether the problem is overblown or not. But this, unlike other issues, makes for a much more dangerous game.

On one hand, Apple could recall the product (probably without an immediate replacement if it is a hardware design flaw). The cost could be between $900 million and $1.5 billion. On the other hand, no one has put a price tag on potential brand damage should the "arrogant" moniker eventually mean something. Is there any middle ground? Maybe.

• Apple could readdress the issue, specifically addressing Consumer Reports but not defensively.
• Apple could recap all the fixes to date, including a reinforcement that people can return the phone (30-day limit).
• Apple could give consumers the option once a solution beyond rubber Band-Aids becomes available.
• And, if there a hardware problem, it could offer a trade-in option on a new release rather than a recall.

In the meantime, there is no denying that people are still buying the product. That has to mean something. Most people don't dismiss an avalanche of attacks and run out to buy a product. But with the Apple iPhone, that seems to be the case. (Side note: You don't need an influence measure to see that all those people talking smack about Apple have almost none.)

The Greater Public Relations Landscape Around Apple.

Most, but not all, of Apple's problems can be likened to people being obsessed about whether Steve Jobs can be likened to the character in The Fountainhead or the one in Heart of Darkness. Specifically, he could be the embodiment of the human spirit and his struggle represents the triumph of individualism over collectivism. Or, he could be a god among natives embarked on brutal raids across cyberspace.

Personally, I lean toward the former depiction. While most media is reporting doom and gloom for Apple over the iPhone 4 as if this is the first time Apple ever encountered a problem, the reality is that this once underdog company has been attacked every time it has launched a new product. Seriously. Have you ever seen a company generate more "I spoke too soon" retractions over everything they've ever launched? It's not possible, unless they really are making products that inspire.

Compared to other companies, which seem to have piles of problems with every launch, Apple is still miles ahead. It can stay that way too, but it might have to offer a trade-in option in an effort to minimize the Whig wackiness.

Considering Influence: Honest Conversations

Most people agree. There won't be anything worthwhile to come out of Fast Company's Influence Project. Except, perhaps, one thing.

‎"It is not the facts which guide conduct, but opinions about facts; which may be entirely wrong. We can only make them right by discussion." — Sir Norman Angell

It might have been the wrong execution, but the topic seems prime for discussion. What is influence anyway? I've written about influence plenty. Most people in social media have. And, I expect they will continue to do so.

Three Observations About Online Influence.

1. More Followers. More Influence. The general concept borrows from the old world of media measurement. Some people believe more followers equals more influence much like circulation implied more readers. It's the easiest illusion to maintain. There are even marketing and public relations companies that actively look for people who will "Like" anything or follow anyone who will follow them.

When that doesn't work, they'll buy them up in an attempt to create the illusion of popularity. Anyone looking closely can tell which accounts are which (dead accounts on autofollow, automated feed promoters, etc.), but the reality is, at a glance, most people don't know the difference. People have trained themselves to believe someone with 10,000 is better than 100.

2. More Clicks. More Influence. The second most popular prevailing thought leads right up to the Fast Company flop. More clicks, shares, retweets, etc. somehow provide a better measure of influence. Ironically, it's the second most easiest illusion to create and the cornerstone of most "influence" algorithms.

Again, some marketing firms and social media experts have taken to having a staff of 20 retweet client events, giving them an automatic boast in perception. Not surprisingly, you can buy clicks and retweets too, spreading it out among an infinite supply of unmanned accounts.

Reciprocity isn't much better. At its worst, it is a collection of people who retweet each other ad nauseum or do so because it gives them a sense of belonging to a "tribe" centered around someone else who has more reach.

3. Real Ideas. Real Influence. And then, of course, there is the least popular but most honest construct of the bunch. Ideas have more influence than people. It explains so much.

It explains Danny Brown's and my discussion after it seems I was unintentionally rough on him regarding his initial Fast Company buy in (seems he was misled, like most people). As I mentioned then, had I only read his or Amber Nusland's post, I wouldn't have given it a second thought. It was reading two posts with conflicting ideas that piqued my interest.

And so that is how it goes with influence. If one friend, even a trusted friend, suggests you read a specific book, you may or may not. But if 20 trusted friends tell you the same thing, you'll be much more inclined to read it. Unless, of course, it's a romance book and you don't read them. Why?

The ratio is pretty simple. Take any idea, plus the collective exposure and recommendations, and you might take action if you are already predisposed toward it. It's why Obama was elected president, but people are now dissatisfied. It's why people rallied behind Bush after 9-11 despite how many people didn't like him. It's why people turned out to hear Martin Luther King, Jr. speak in Washington D.C. or why JFK was such a revered figure in American history.

How Great Leaders Inspire Action.

One of my friends, Krystal Hosmer, shared a Simon Sinek video from TED after reading my Differentiate Or Die post. I think Sinek's video fits even better with this conversation. After all, what is "influence" if not "inspired action?"


What really struck me from Sinek's presentation is that it demonstrates that my unpopular position (ideas, not people, have influence) isn't exclusive to social media. It has always been that way. People tend to gravitate toward ideas. Sure, they can't gravitate to an idea unless it crosses their path.

But then again, that's the easy part of social media, assuming you have the patience to build a community without pretending to look popular or pretending to share personal interests or pimping other people's ideas in exchange for them pimping yours. Sure, all that stuff works a little bit today. But personally, I'd rather keep my subscribers smaller and streams more manageable and search for the truth in communication uninfluenced by opinions that might be wrong.

Is there a downside to this? Yes. It means there are many companies from Edelman down that cannot "influence" the game nearly as much as they think. It also means we aren't trust agents, but merely messengers of trust. At least, I like to think so. Need a little more on this subject? Read Ike Piggot's post on A Cupful of Wisdom.

Cutting Budgets: Reinvest It Instead

After what seemed like several steps toward economic recovery, the second quarter has shaken the confidence of some U.K. companies. Almost 20 percent cut marketing budgets. Business confidence is tuned to consumer confidence, according to the IPA/BDO Bellwether survey.

To some degree, it is expected. Last week, Diane Swonk, chief economist of Mesirow Financial, said it is likely that Europe will stay in a recession through 2011. (Report.) The United States is anticipated to recover quicker, but its recovery hinges on how many new regulations and increased taxes are passed in 2010.

The real bellwether for economic recovery, of course, isn't businesses or financial advisors. U.S. consumer confidence remains low, with a recent USA Today poll revealing as many as 54 percent of Americans surveyed believe their standard of living has not improved, when compared to that of 5 years prior. Fifty-five percent believe that things will not improve for their children.

In a different poll, just over 20 percent are satisfied with the direction of the country. The problem is private sector job creation. Even companies that are succeeding have been slow to hire new employees because there is no certainty.

The Alternative To Cutting Budgets Is Recreating Culture.

Conventional wisdom suggests that companies ought not to cut their marketing budgets. But as companies face a diminishing return on their marketing, they often feel compelled to make marketing cuts to forestall another round of layoffs.

What could they do instead? Almost every recession success story seems to have a common thread. The companies that win have successfully identified a company "culture" inside and out. They recognize that they cannot win with being faceless commodities no matter how deeply they slash prices. Instead, they rely on a culture with which consumers can identify.

• Wal-Mart. Say what you will about Wal-Mart, the company is still succeeding with what it calls servant leadership. The concept is so deeply rooted in the company that it has become part of its culture.

• Ikea. A growing global company, Ikea places its emphasis on leadership that reinforces its core values and culture. Even without knowing what is on sale, there is an immediate emotional connection with the name.

• Apple. Even as critics continually knock the company, it remains steadfast on success. The reason is simple. It focuses less on reputation and more on character or, specifically, a "culture."

• Zappos. Make no mistake, Zappos did it right. Ask anyone who worked at the company then and they will tell you. The most critical component to the longevity and success of Zappos is its culture.

So maybe cutting the marketing budget is less important than funneling some that money into defining the culture of the company inside and out. The challenge for those who recognize the need is easy to see. They don't know how.

The First Step Toward Recreating Culture.

Great communication happens from the inside out so never mind external crowd sourcing at the moment. As good as customers are at telling companies what is wrong, the people inside have to believe that they can deliver on the promises that their leaders make.

In order to recreate a new culture, it requires bringing internal stakeholders to the table and the deeper down the better. Not only do employees hear from customers day in and day out, but they are keenly aware of what can or cannot be done. Accept their input, pick from the clear differentials, and let them make that commitment before you take the message to the marketplace.

Reputation is the by-product of action, not communication. Communication and marketing merely make the promise.

For Apple it's innovation. For Ikea, it's affordable designs. For Wal-Mart, it's everyday savings. For Zappos, it's friendly online customer service. And sure, some people don't like those messages or those companies. But that is okay. Monopolies and market dominance make most companies lazy anyway.

Keeping It Real: Fresh Content Project

The buzz phrase most commonly associated with keeping it real online is to "not drink the Kool-Aid." In fact, it's used and misused so often that some people aren't always sure what it means. (Sometimes the people who are advising you not to drink the Kool-Aid serve up the same.)

The five posts below are nowhere near Kool-Aid. While the topics are broad, ranging from a simple Blogger update to how fishermen are being impacted in the Gulf, they still share a common connection. Sometimes it is not enough to listen to what people have to say about social media, you might have to take a look for yourself. After all, this is a space where yesterday's intelligence is tomorrow's ignorance. Keep it real.

Best Fresh Content In Review, Week of June 28

• Matrix: Brand Monitoring, Social Analytics, Social Insights.
Since social media is a noisy place and brand monitoring isn't sufficient (it tends to make a brand reactive as opposed to active), Jeremiah Owyang suggests that many brand monitoring companies risk becoming little more than trilobites. He rightly says that the evolution of monitoring will be to help companies derive intelligence from excessive data. That makes sense. Given that the best run companies don't give customers what they want as much as what those customers never even knew to ask for, tapping into the mindset of consumers or customers will take a bit more than simply hearing what they have to say.

• The Plight of the Louisiana Fishing Family.
Geoff Livingston brings the plight of Louisiana fishermen to life. These brave souls have been rebuilding since Katrina, many of them had finally found their footing. That is, they had, until the BP oil spill. Many of the fishing families think about how they are going to get through the crisis day to day, with most of them volunteering or accepting modest pay just to keep the oil off the shores and hope for the best next year. But next year is a frightfully long time away and at least one organization estimates that more than 47,500 fishing homes may eventually require food assistance into next year.

• Three Essential Small Business Search Marketing Trends
What are they? First, integrating online and offline marketing. Second, tapping mobile and local searches. And third, social media advertising. Those are some heavy hitting tips from Lee Odden that don't resemble many of the social media plans that have ben implemented today. On the contrary, the entire space is moving toward integration. If this is the first you heard of these ideas, you might as well mark today on your calendar. This is when many social media-only companies could start to slide.

• Are You Gambling With Your Freelance Future?
Dean Rieck went to Las Vegas and came back with some nifty tips that any freelance writer could benefit from: play your best game, know the rules, hedge your bets, play to win, and stick with it. After all, unlike the odds on the casino floor, your chances to win have much more to do with persistence than any other measure (assuming you have talent). It's good advice, and not all that different than some I shared earlier this week. You can be as creative as you want, but run your freelancing business like a business. If you do, one day it will be a business and you can pack the freelance moniker away.

• Blogger Rolls Out Real-Time Stats For All Users.
Anybody following the Fresh Content Project might find this post almost feels out of place. It's a simple update from Louis Gray that shares real time stats from Blogger, which tends to be the most beat-up platform of the bunch when anybody talks about blogging. In reality, real-time stats is just the beginning of what has been happening at Blogger. There are much more intuitive design features that give your blog a custom look (without a template), an increasing number of useful tools, and share buttons embedded into the posts (although I haven't added them here).

Marketing Pain: Should And Consequence

"Thinking about marketing causes me pressure, and the joy goes away." — Susan, Artist

The quote comes from an article I stumbled across in the Steveport Times. The cause is traceable. Too many marketing professionals (and other people too) overload their sales pitches and advice with "should or consequence."

Take the recent advice from an Internet marketing and management consultant. He provides people a choice: The Pain of Discipline or the Pain of Regret.

He says if you don't invest 10-20 percent of your annual revenue into marketing, you'll regret it when the paychecks aren't pouring in the door. Interestingly enough, this conversation comes from the same industry he is targeting with his advice.

The principle is based upon psychology. If you don't get an education, you'll regret it later. If you don't control your drinking, you'll regret being addicted. If you don't eat your meat, you'll regret not having any pudding.

Of course, the post missed one or two things in the writing. First, the nine steps to "immediate results in addiction marketing" aren't likely to cost 10-20 percent of an annual revenue. And second, if we are writing an analogy that likens marketing avoidance to addiction, we ought to consider that abrupt change carries with it a certain element of risk.

There is no should and consequence in marketing. Period.

There are dozens of questions businesses ought to ask before setting a marketing budget. Here are a few...

What business are you in? How location based is the business? What is the size of your potential audience (immediately and realistically)? What are you investing now and what can you afford? What does future growth really look like? What are your competitors doing? And what are your needs to keep the doors open?

If we use the addictive analogy, let's consider someone with a weight problem. I can tell someone with a weight problem that they "should" exercise. The consequences are a whole long list of health problems. Who knows? It might even resonate.

Based on averages, they'll be good for eight weeks before they crash and give up. The same thing can happen with "should and consequence" marketing.

Small businesses, many of them desperate in a tightening economy, ramp up their marketing budgets from 5 to 20 percent based on the advice of someone who's best interest is based on them doing so. The budget is then planned, executed, and spent, sometimes without any allotment for contingency. Sometimes it works. Sometimes it doesn't. But that's not marketing, it's gambling.

When it doesn't work out, the small business is in a position worse than when they started. And, chances are, they have less revenue (which impacts the marketing budget) and a greater disdain for marketing. We see it here from time to time. Prospects who decided to spend an inflated budget based on the advice of a big firm, only to come back without anything left and a greater need for help. Sometimes we help them anyway. Sometimes we don't.

Generally speaking, marketing is much like exercise. Sure, it's always more fun helping companies that are already fit and running circles around the competition. However, most companies aren't like that. They tend to be somewhere between a little flabby to on life support. And so, they need a fitness program that considers their goals, needs, and current situation.

For marketing firms, specifically, try to refrain from "should or consequence" pitches, especially since there is an alternative. Outline what they "could" do, measure the progress, and then adjust as necessary. Not only will it earn their trust, chances are you'll earn an ever-increasing marketing budget too.

Pimping URLs: The Fast Company Influence Flop

Shirley Polykoff, the first woman copywriter for Foote Cone & Belding, increased hair color sales by 413 percent in six years and expanded the market from 7 percent to 50 percent of all women. No one really knew her name, but her headlines can still be attributed to a Clairol campaign that some people remember despite not even being born yet. That is influence.

Fast Company: The Influence Project measures idiocy.

It was first brought to my attention by Amber Nusland on Brass Tack Thinking. She's one of several hundred blogs I subscribe too, many of which are in my reader as part of the Fresh Content Project. She said Fast Company confused ego with influence. (Close.)

Then, scrolling down the Fresh Content reader list, Danny Brown plugged the project as potentially valid, complete with an embedded link to add influence though he added a "non" add influence link too. He said it might reveal whether community trumps popularity. (Upsidedown.)

Those two post "influenced" me, I suppose, to find out more. This is the kind of thing that some of my clients ask about and I write about, so I don't have much choice. I joined, I pushed the links, and then something caught my eye: How We Measure.

So how do they measure?

1. The number of people who directly click on your unique link. This is the primary measure of your influence pure and simple.

2. You will receive partial "credit" for subsequent clicks generated by those who register as the result of your URL. In other words, anyone who comes to the site through your link and registers for their own account will be spreading influence while they spread theirs. That way, you get some benefit from influencing people who are influential themselves. We will give a diminishing fractional credit (1/2, 1/4, 1/8 etc.) for clicks generated up to six degrees away from your original link.

Seriously? Fast Company convinced some folks to fluff up a URL pimping contest with the structure of a pyramid scheme? There is nothing worthwhile that can be gleaned from the project other than what we already know.

• Most people will never read the rules of this game.
• Many people will pimp their URLs to create the illusion of "influence."
• Some people will be disgusted, delete any links, and look for the opt out. There is none.
• Fast Company has less credibility today than it did before it rolled out its pimping contest.
• Emails from Fast Company land in my spam box. Oh, right, you probably didn't know that.

So no, Mark Borden, this is not a good weird. It's a bad weird. And with the exception of a November punchline for a joke that has already been told before, nothing remotely like research will come out of this "experiment" except perhaps a new social media superstar. And that poor soul may likely be embarrassed.

Real influence is a function of authority, credibility, and ideas. And real influence cannot be measured exclusively online.

“I'm sick of just liking people. I wish to God I could meet somebody I could respect.” — J.D. Salinger

Of course, you can discount that and accept the new explanation. It isn't an influence project. It's an editorial investigation. Ironically, all the lead up to the explanation is supposedly tied to an experiment I ran months ago.