When is it just noise?

As more and more businesses and brands begin to use social media as a legitimate marketing platform, cutting through the noise will become intimidating for most small businesses. Marketers are leaving TV in droves and beginning to put money into social media. Last year YouTube attracted more millennials than any cable network in the world. Media as we know it will never be the same.

I have been accused of spending too much time talking about Facebook and to be honest this is partially true. There are so many other social media sites that deserve interest. Some are industry specific. If you have a restaurant you have to be aware of Foursquare, Yelp, and TripAdvisor for instance.

Sometimes one of the best ways to cut through the noise is to fish the smaller pond. This is whether it is an industry specific site or a new site with fewer users. One way to be abreast of the up and coming social media platforms is to look at the daily top 100 at the Apple Store.

For Facebook, Twitter, Instagram, and Snapchat I look at them like the big networks CBS, NBC, ABC, and FOX ( and idea I borrowed from Gary Vanerchuck). They will indeed be more noisy because they have more attention. In this world I believe you have to be noisy too. I know this sounds counter intuitive but the guy down the street who posts once a week will quickly become lost to the algorithm of Mark Zuckerburg.  Remember not every person that likes your page will see every post. With this said the value of your content is huge. If it has no value it will be quickly dismissed as noise.

In the end, the best way to cut through the noise is to have a deeper relationship with your client. They are not a consumer or a customer, they are a real human being with real feelings.

We have taught marketing in our universities to be an inch deep and a mile wide. We say, “sell to the masses and live with the classes.” Now is the time to do what your grandfather did and build a relationship. Become a part of the discussion. Answer the questions. Reply to the bad reviews. Be a human being and not a brand for once.

Stafford Shurden is a marketing and business coach and has been in business for himself for 20 years. He also owns 1933 Restaurant, Shurden Farms, and Stafford Media. You can email Stafford at staffordshurden@gmail.com 

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