2012 has arrived and the internet has been inundated with social media marketing resolutions posts.* After reading a handful, I feel like I’m suffering from a buzz word hangover.
I love my digital media colleagues, and sometimes we’re all guilty of throwing in one too many industry buzz words where just one would do. *Cough*Cough* influence, tribe, engagement, sentiment, optimization, monetization, synergy, innovative.
As a professional resolution for 2012 I have resolved to use fewer buzz words, and more plain language. With this in mind, as my first test, I’ve put together a few resolutions for those running digital public health and social marketing campaigns to consider this new year.
These resolutions address areas the non-profit world needs to master, and quickly, if we are to expect funding for digital media campaigns.
- Consider digital media a separate element of a campaign, requiring it’s own strategy and staff, separate from paid and earned media.
- Let our audience determine our digital media tactics, and not vice versa.
- Measure, monitor, launch, measure and monitor (repeat), evaluate (in that order).
- Give social media appropriate credit where it is due, and not to give “Twitter” or “Facebook” credit for the hard work of those behind the scenes.
- Not create an app for an audience that doesn’t use smartphones.
- Build in-house capabilities rather than outsource services (please).
- Convert social media skeptics rather than complain, “they just don’t get it.”
Throughout the year I will be posting on these topics at length, and will do my best to avoid the words “synergy” or “innovative.”
What are your professional resolutions for 2012? Did I miss a resolution? Did I list one I shouldn’t have?
*If you’re looking for a great end-of-year/new-year read, I would highly recommend Mark Schaefer’s post, Did This Blog Make A Difference.