The author, Mark Schaefer, makes a very good point, and it’s well worth reading in his own words, even though the post is almost a year old now. The message is still timely.
Are you using social media to create happiness, joy or a big fat Klout score? These are three major distinctions, and your purpose has a lasting affect on how useful your marketing will be.
Let’s look first at the Klout score, because I know so many people like to see how they can manipulate that score and others like them (Kred, PeerIndex, etc.). Your Klout score is based on an algorithm that looks at how influential your social media presence is. It’s not a bad thing to be aware of to see if your strategy is accomplishing what you’d hoped it would. But I see it as a yardstick to measure effectiveness, not as a goal to be achieved. No one is ever going to praise you at your funeral for that awesome Klout score you had.
The next one we’ll tackle is happiness. Everyone would agree, happiness is a good thing to share within your social networks. Just to be clear though, as Mark puts it:
… There is a difference between happiness and joy. You can be happy about a hamburger. You can be happy about a song. Happiness is temporary. Joy is peace.
Within your social marketing strategy, happiness would be offering that free sample of your book, or a discount code for your product or services. It’s a temporary thing that people are happy to share with their friends and connections, but it has no lasting effect.
If the purpose of your social marketing is to create “happy customers,” you’ll be engaged in a constant quest to find that next thing that will spark them to action and brighten their day. Offering them the same thing repeatedly will eventually lose its charm and appeal.
However, when you understand the reason for the journey you, personally, are on, and the difference you want to make in the world around you, you understand your why. It becomes easier to make business decisions because you have something to navigate by.
I recently had the opportunity to speak on a topic that I have the knowledge and skill to speak on, but it’s not part of what I’m trying to accomplish with my life and my business right now. When I was still unclear about my why, I would have taken the speaking opportunity even though it was a bit in left-field. Yet, now I could see that it wasn’t relevant to what I’m working to accomplish. I was able to offer up another topic that was in alignment with my purposes, and that was suitable for the audience. It worked out incredibly well. However, even if the speaking engagement had fallen through, it would have been alright because I wasn’t chasing down a rabbit trail that distracted me from my purpose.
When you know you’re why, you feel joy in your work and it’s reflected in your social media activities. Joy is lasting. It’s contagious even! When you are joy-filled, others want to be around you, and they want to learn why you are the way you are.
It’s often said, “People don’t remember what you say, but how you made them feel.” When you engage in your social marketing activities with joy, people that want what you have naturally start appearing. The message spreads, not because of what you’ve said, but because of how you’ve made them feel. No discount coupon or Klout score is ever going to accomplish that for you.
So, what’s your WHY? What energizes you about what you do, and makes you ready to get up each day to tackle it again? Share it below. We’d love to hear about it.
Photo courtesy of Photobucket user l5gcw0b