Not Everything Will Be Awesome – The Ping Is Half The Battle

91051085Last week the inimitable Oatmeal published a kick-ass screed on the douchebaggery of most “Social Media Marketers.”  (Seriously, click the link, it’s great.)

The essential message was to “do awesome stuff and people will ‘like’ you online.”

And that’s true, as far as it goes.

But there’s another message that marketers need to hear:  “Not everything you do will be awesome.”  And that’s okay.

The rapacious need of the interwebz to produce ever better/sillier/cooler content won’t mellow.  To attempt to keep pace would be foolhardy.  But that need not mean you never publish anything that isn’t “awesome.”  After all, the ping is half the battle.   You need to be in the mix.

So, sometimes, just curate other folks’ awesome stuff.

Sometimes, just publish something that’s low-cost to produce, yet which might be helpful to your audience.

Sometimes, rant.

Sometimes, be quiet for a little while.

Sometimes, go balls-out and hope for the best.

That’s the other half of the battle.

Posted on: April 17, 2012 at 8:36 am By Todd Defren
3 Responses to “Not Everything Will Be Awesome – The Ping Is Half The Battle”


  • Whitney Jones says:

    I can agree with everything in this post. Sadly enough, I agree with all of the statistics coming from the U.S. competitiveness project. As a college student, I am well aware of the issue regarding job growth, and the current job industry. It seems that opportunities for global employment have come to a halt recently in the U.S. Also, from a student’s standpoint, I can personally relate to the fact that K-12 education is lacking in the United States. Something needs to be done to improve our school systems, if not, the U.S. will be in a world of hurt. Harvard Business School’s professors have collectively developed suggestions that are meant to help improve the issue regarding U.S. competitiveness. Among the seven suggestions, I can see how all are helpful to get us moving in the right direction in regards to this issue. It gives us suggestions so that we as U.S. citizens can take action!

  • TAYLOR says:

    I like this post. I find it to be right on point. With the amount of updates being produced on everyone’s social media pages, it gets overwhelming at times. And, everyone is always trying to be so witty, the most clever, the most “awesome” as you say – which can get over played. I think the most important thing is to be consistent with your “pings”, sometimes be funny, sometimes be informative, sometimes just get something out there. Always stay relevant.

  • Judy Gombita says:

    I think the other problem is that people in the digital “content creation” realm are often producing things that THEY like or their colleagues/friends from the same generation like, rather than what the actual consumer (or other stakeholder) is interested in seeing and/or doing.

    (Working on my next PR and social media Windmill Networking column, which is on a similar topic, so hence the reason for my commenting/musing.)

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