{"id":291,"date":"2015-10-21T15:33:08","date_gmt":"2015-10-21T15:33:08","guid":{"rendered":"http:\/\/rachelhaviland.com\/?p=291"},"modified":"2016-02-01T17:09:31","modified_gmt":"2016-02-01T17:09:31","slug":"social-media-strategy-just-add-mayo","status":"publish","type":"post","link":"http:\/\/rachelhaviland.com\/social-media-strategy-just-add-mayo\/","title":{"rendered":"Social Media Strategy: Just Add Mayo!"},"content":{"rendered":"<p><a href=\"http:\/\/www.hellmanns.com\/\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-294 aligncenter\" src=\"http:\/\/rachelhaviland.com\/wp-content\/uploads\/2015\/10\/hellmans-social-media.png\" alt=\"Hellmans Mayonnaise\" width=\"610\" height=\"340\" srcset=\"http:\/\/rachelhaviland.com\/wp-content\/uploads\/2015\/10\/hellmans-social-media.png 610w, http:\/\/rachelhaviland.com\/wp-content\/uploads\/2015\/10\/hellmans-social-media-600x334.png 600w, http:\/\/rachelhaviland.com\/wp-content\/uploads\/2015\/10\/hellmans-social-media-300x167.png 300w\" sizes=\"(max-width: 610px) 100vw, 610px\" \/><\/a><\/p>\n<p>I was just watching a Hellman\u2019s commercial.\u00a0 Yes, mayo\u2026one of my favorite condiments actually.<\/p>\n<p>Their marketing made a big deal about their mayo being made with cage-free eggs.<\/p>\n<p>Which is great, right?<\/p>\n<p>How else would we want our thick, creamy mayo made, but with eggs from happy and healthy chickens?!<\/p>\n<p><strong>But it got me thinking.\u00a0<\/strong><\/p>\n<p>Our society often takes a natural process, automates it to make it faster and cheaper, then everyone find out, complains and wishes things were back the way they were before\u2026even if they have to pay a little more for it.<\/p>\n<p>The same goes\u00a0for:<\/p>\n<ul>\n<li><strong>Fresh Fruit and Vegetables:<\/strong> \u00a0Many people now prefer local grown over mass produced items transported long distances. Not only does local grown produce often have more nutritional value, it\u2019s fresher and supports the local economy.<\/li>\n<li><strong>Products from Sustainable Resources:<\/strong> \u00a0Once we loved cheap, mass produced wood furniture, until we discovered that stripping land of the natural vegetation caused mud slides and destroyed villages. Now we prefer furniture, and other items, made from sustainable sources.<\/li>\n<li><strong>Fresh Fish: \u00a0<\/strong>What about wild caught salmon vs. farm raised?<\/li>\n<li><strong>Or outsourcing jobs<\/strong> to India and China vs. Made in the USA?<\/li>\n<\/ul>\n<p><strong>__________________________________________________<\/strong><\/p>\n<p class=\"center\"><strong>A similar thing has happened in social media.\u00a0<\/strong><\/p>\n<p>At the beginning, brands saw social media as another platform\u00a0they could maximize for marketing and advertising, and as a way to sell more stuff.<\/p>\n<p>Then they realized how much time, knowledge and energy it took to actually do it right.<\/p>\n<p>So hundreds of software applications were created around social media to facilitate<a href=\"http:\/\/www.jeffbullas.com\/2015\/06\/19\/10-top-digital-marketing-automation-tools\/\" target=\"_blank\" rel=\"nofollow\"> automation<\/a>, with the idea being you could market 24\/7 without even being there.<\/p>\n<p>But then things went to the other extreme. \u00a0The audience felt it was fake.\u00a0 It lacked that personal touch.<\/p>\n<p><strong>Where were the people behind the brand?<\/strong><\/p>\n<p>It&#8217;s easy to create poor automated content without thought, when you won&#8217;t be there online to see the fall out live in person.<\/p>\n<p><strong>Even Facebook figured it out.<\/strong><\/p>\n<p>If your Facebook Page posts weren\u2019t interesting or receiving interaction, then Facebook just stopped bothering showing your posts to your fans.\u00a0\u00a0 They even started to <a href=\"http:\/\/mashable.com\/2011\/09\/09\/facebook-third-party-apps-study\/#3Kppw2zF_Oqr\" target=\"_blank\" rel=\"nofollow\">penalize posts<\/a> from some of the popular automation software.<\/p>\n<p>Their message was clear:\u00a0 show up, participate in the community, share and engage with your community in a way that they find valuable\u2026or else <a href=\"http:\/\/www.digitalmarketer.com\/facebook-advertising-plan\/\" target=\"_blank\" rel=\"nofollow\">pay to play.<\/a><\/p>\n<p>Don&#8217;t get me wrong, I&#8217;m not anti-automation at all. \u00a0It definitely has a useful place, and can help drive sales, as well as reduce marketing costs.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"center\" src=\"https:\/\/media.licdn.com\/mpr\/mpr\/shrinknp_800_800\/AAEAAQAAAAAAAAOmAAAAJDNlODk4YzhkLTcwYTMtNDc2Yy1hMWUyLTg3Y2YzNGZlNmYyMA.jpg\" alt=\"\" width=\"638\" height=\"493\" data-loading-tracked=\"true\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Smart people use automation to free up time for <em>real<\/em> engagement.<\/strong><\/p>\n<p>So as Pages have been on the decline, <a href=\"http:\/\/bizwomenrock.com\/5-ways-to-leverage-facebook-groups-for-your-business\/\" target=\"_blank\" rel=\"nofollow\">Facebook<\/a> and <a href=\"http:\/\/lewishowes.com\/linkedin\/top-10-reasons-to-start-a-linkedin-group\/\" target=\"_blank\" rel=\"nofollow\">LinkedIn Groups<\/a> have been on the rise.\u00a0 Why?<\/p>\n<p>People long to be part of a like-minded community, to interact with the thought leader who started the group, as well as the members. \u00a0They want to engage and support each other in ways that are lacking through many social media channels.<\/p>\n<p>So consider finding a <a href=\"https:\/\/www.linkedin.com\/grp\/home?gid=8301786\" target=\"_blank\">community<\/a> you can join and contribute too, or create your own group based around your industry or passion.<\/p>\n<p>(FYI &#8211; if you\u2019re not passionate about your industry, don\u2019t bother creating a group around your area of expertise&#8230;).<\/p>\n<p>Let\u2019s take back control and make social media a \u201ccage-free\u201d zone:<\/p>\n<ul>\n<li>Minimize your social media automation<\/li>\n<li>Get out there consistently and interact with people<\/li>\n<li>Stop selling &#8211; start educating and entertaining your audience<\/li>\n<li>Provide real value that your community will benefit from and thank you for<\/li>\n<li>Engage and start real conversations online<\/li>\n<\/ul>\n<p>If you\u2019re new to social media, well, you know you need to get started&#8230;but you haven\u2019t got around to it yet, then heed this advice and start out on the right foot.\u00a0 Don\u2019t launch into a social media posting frenzy without a plan, thinking you can automate all the posts and never actually go online regularly.<\/p>\n<p><strong>Just don\u2019t have time for all this marketing stuff?\u00a0<\/strong><\/p>\n<p>I believe in the personal touch but that doesn\u2019t have to mean it\u2019s you doing all the work.\u00a0 Designate a trained team member (not an intern \u2013 <a href=\"https:\/\/www.linkedin.com\/pulse\/why-you-should-think-twice-before-using-intern-social-charlyn-shelton?trk=mp-reader-card\" target=\"_blank\">find out why<\/a>) to focus on your marketing and be the person behind your brand or outsource it to a qualified person or <a href=\"http:\/\/charlynshelton.com\/team-smv\/\" target=\"_blank\" rel=\"nofollow\">team<\/a>\u00a0and work with them on a marketing plan than works for your needs.<\/p>\n<p>______________________________________________________<\/p>\n<p><strong>About the Author: \u00a0<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"left\" src=\"https:\/\/media.licdn.com\/mpr\/mpr\/shrinknp_400_400\/AAEAAQAAAAAAAAQLAAAAJDE4MDM2NzczLWRiNjktNDBhYS1iMDI5LWZjMTUxZjViZjNlMQ.png\" alt=\"\" width=\"205\" height=\"197\" data-loading-tracked=\"true\" \/><\/p>\n<p>Rachel Haviland, Ph.D. is a marketing consultant\u00a0and founder of Digital Media Tecs, Inc. Dr. Haviland blends 19 years in scientific research with cutting-edge marketing techniques to bring a unique perspective to medical marketing. An experienced writer, trainer and speaker with an entrepreneurial mindset, she combines innovative marketing solutions with extensive healthcare knowledge to create campaigns that produce results. Dr. Haviland is passionate about helping medical professionals educate, inform and share their expertise to improve the health and quality of their patient&#8217;s lives.<\/p>\n<p>To learn more visit\u00a0<a href=\"http:\/\/digitalmediatecs.com\/\" target=\"_blank\" rel=\"nofollow\">DigitalMediaTecs.com<\/a><\/p>\n<p><strong>Connect With Rachel: \u00a0<\/strong><a href=\"https:\/\/twitter.com\/rachelhaviland\" target=\"_blank\" rel=\"nofollow\">Twitter<\/a> | <a href=\"https:\/\/www.linkedin.com\/in\/rachelhaviland\" target=\"_blank\">LinkedIn<\/a> | <a href=\"https:\/\/www.facebook.com\/thesocialnetworker\" target=\"_blank\" rel=\"nofollow\">Facebook<\/a> | <a href=\"https:\/\/plus.google.com\/+RachelHaviland\" target=\"_blank\" rel=\"nofollow\">Google+<\/a> | <a href=\"http:\/\/rachelhaviland.com\/contact\" target=\"_blank\" rel=\"nofollow\">Contact Me<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I was just watching a Hellman\u2019s commercial.\u00a0 Yes, mayo\u2026one of my favorite condiments actually. Their marketing made a big deal about their mayo being made with cage-free eggs. Which is&#8230;<\/p>\n","protected":false},"author":1,"featured_media":294,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[10],"tags":[15,14,13],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Social Media Strategy: Just Add Mayo! - Rachel Haviland<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/rachelhaviland.com\/social-media-strategy-just-add-mayo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Social Media Strategy: Just Add Mayo! - Rachel Haviland\" \/>\n<meta property=\"og:description\" content=\"I was just watching a Hellman\u2019s commercial.\u00a0 Yes, mayo\u2026one of my favorite condiments actually. 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