Archive for January, 2013
The best advice I ever received for my business, and my blog
Jan 22nd
I was recently asked by an interviewer, “Who has had the greatest influence on your personal growth?” Pretty good question! But the answer was easy. In fact, there was one lesson I learned from one man that has had a profound impact on my approach to life, my business, and my blog. I’ll share that important lesson with you today.
Sensei and sensibility
When I lived in Los Angeles, I desperately wanted to attend the MBA program at Claremont Graduate University for one reason – Peter Drucker taught there (in fact, the school was named for him). If you have never heard of Peter Drucker, discovering his books and articles might be the most important thing you can do for your career.
I applied for entry to the college, but was told I was too young to be accepted to this prestigious program. I would not quit that easily, however, and went through an appeal process, arguing that they needed my youth (27 at the time) to add to the diversity of the program! I made an unlikely stand on the grounds of EEO, which was quite a stretch, but incredibly, I was admitted! Perhaps my tenacity amused them.
Peter Drucker was one of the handful of people I have known who could distill vast complexity into simple wisdom. The scope of his knowledge was breathtaking. He would sit on the edge of his desk and lecture for three hours straight without a break, and without notes. He generally lectured about one of his books. My favorite was Innovation and Entrepreneurship a remarkable book that still holds up today.
A new approach to leadership
Professor Drucker taught via the Harvard case study method. We would be assigned to read a long, detailed, real-life business case and then dissect it in class to discover the true nature of how business worked.
The students in this class were high-flyers — the brightest business executives in the Los Angeles region — and they were always trying to “solve” the business case. Nothing made Professor Drucker angrier than that! “What makes you think you are smarter than the people in the case?” he would ask, “Smarter than people who have worked in this industry for decades? How can you be that arrogant?
“Your job as a business leader is not to provide the right answers. It is to provide the right questions.”
Over and over he would pound this truth into our heads until it became part of our DNA. And he was so right … so profoundly right. There is not a week that goes by that I don;t think of some lesson from Professor Drucker, but this was the most important of all.
Think of the power of leading people to the most effective solution, not by pontificating and telling them what to do, but by distilling the issue down to the essential question and letting them discover the answer themselves.
Adopting a strategy of professional humility is anathema to our modern Western culture. We may associate humility with weakness, when in fact it is strength.
The essence of blogging?
Like most young people starting out in business, I felt a need to know all the answers, especially when I was promoted to a leadership position. But from Professor Drucker I learned that being vulnerable, involving others in the process, coming up with a better solution together, sharing the weight of decisions – those are all benefits of humility. Being deeply human, instead of trying to wear the Superman cape, is powerful and liberating.
This is also a key to effective blogging I think. Most bloggers adopt a mantle of invincibility and that is certainly the easy path to take: “I publish, therefor I’m correct.”
But being a humble blogger leads to meaningful social media engagement and ultimately, crowd-sourced wisdom. I almost never have the answers. But I think my blog posts do present the essential questions: Does every business need a social media strategy? What is the value of social media engagement? How do we measure success?
And then YOU provide the answers through your comments. A much better system, don’t you think? How could I possibly sustain this blog for the last four years by only giving you answers? Nobody is that smart.
I hope this resonates with you in some small way. How does this idea land on you? Could being a humble leader become a key to making you a better leader, a better parent, a better blogger?
Photograph courtesy Claremont Graduate University
Link to Innovation and Entrepreneurship is an affiliate link.
The insider’s guide to social media consulting success
Jan 20th
When I have been asked for a proposal to create a social media marketing strategy for a company, I have won the business 95 percent of the time. That may seem remarkable but I’ve found there is one simple secret to connecting with companies at this early stage of engagement.
Competing agencies typically try to impress by piecing together glossy, elaborate plans spanning from Facebook promotions to blasting out a Pinterest campaign.
I do no such thing. In fact, I put together no plan at all. I simply, and truthfully, tell the client that I don’t know what they need. And neither do they. We need to start with a foundational strategy (not an action plan) that is aligned with the company’s goals, and even more important, aligned with the company’s CULTURE.
This is the difference between creating a glimmering strategy that crashes and burns on take-off, and a realistic strategy that can actually be accomplished and change the company.
In every organization there are five common hurdles to social media success. A critical step in the strategy development process is to provide a painfully honest assessment of these factors and the company’s ability to execute and sustain a social media marketing initiative. That is where the consulting process should begin — not picking out the colors for the Facebook page!
Assessing the social media “engine”
Here are the five critical components I assess before even thinking about creating a social media plan:
Budget and resources — Is the company willing to commit the proper financial and human resources to execute the right way, or are they just checking a box to create an image? Do they seem committed to adopting “digital” as a business philosophy? How will they make this transformation?
Technology — I look at this very broadly. Is this a tech-savvy company eager to embrace new platforms or are they stuck in the 1990s? Are they fast and flexible, or ponderous in their approach to development? Have they erected security firewalls that will jeopardize success? Is the IT department a fortress resisting change or an agent propelling progress?
ROI and measurement — Does the company have a realistic view of the social media opportunity, or are they looking for immediate gratification? Are they willing to consider qualitative, as well as quantitative, measures of success? Do they even have measurement processes in place that we can build upon? Are they looking at this as a band-aid or a long-term strategy?
Legal — Can the Legal Department adjust to the new demands of the social web? Are they willing to push accountability down through the organization or will they have to approve every tweet? Are they also willing to make the cultural adjustment necessary or will they “review” an initiative into oblivion?
Corporate culture/leadership — I mention this last, but it is not the least. In fact, it is most important of all. A corporate culture is very complex but is largely determined by the leadership of the organization. If the leadership does not understand, embrace, and become actively involved in the change, a social media initiative will never move past checking a box. There is no such thing as a grassroots cultural change in a company> The leader has to be actively on board. Is the company culture customer-centric? Conservative? Slow to change? Nimble?
Now what?
Once you do this analysis, what do you do with it?
Creating an actionable and sustainable social media initiative requires all five of these building blocks to be in place. Think of these elements as integral parts of an engine. If even one part is not working, the car may start quickly, limp along for awhile, but ultimately sputter and stop.
So the strategy must be created in the context of the political reality of the company. Perhaps the first step toward social media success is not starting a blog or Facebook page, but hosting a series of social media workshops to get everybody on the same page. Or maybe it’s one-on-one counseling with a leader, or creating an internal social media council.
Strategy doesn’t start with a Facebook page, it begins (and perhaps ends) with corporate culture. Agree? Do you see these landmines and opportunities at your companies too?
20 of the world’s most entertaining Twitter bios
Jan 18th
Two years ago I began collecting funny Twitter bios. Clearly, I have too much time on my hands. But I’m constantly amazed at the amount of creativity you can fit into 160 characters … and I think when you read these, you’ll agree! Here are some of my recent favorites:
@crazyadventures
Married to the luckiest man alive. Uh, I mean, *I’m* the lucky one {cough} We have eleventy-billion kids. I wife. I mom. I run. I write.
@SamberLea
I’m actually not funny. I’m just really mean and people think I am joking.
@WillemTait
We are building an empire and I have better hair than Donald Trump. He doesn’t know us from a bar of soap, but will once we develop Tait Towers
@JandTonic
When I’m not seeking therapy for my Xenuphobia (extreme fear of Tom Cruise) I’m curating the world’s most amazing David Hasselhoff fan site.
@markralphs
Analogue at birth, digital by design.
@Pink_Pachyderm
Author, Self Help Satirist, Poet, Comedian, Playwright, Amateur Penis Model. I’m like an astronaut that’s missing my tronaut. Occasionally NSFW.
@gucky
I am a life form evolved to live off movies, comics, video games, junk food and snark. Sadly, I will never be a Ghostbuster when I grow up. I am very gucky.
@daplusk
I’m here to avoid friends on Facebook.
@colleenobrien
My hobbies are breakfast, lunch, and dinner.
@MickeyETC
Wearing the entrepreneur hat this week and starting a new business. great plan of attack but no product yet. a dream told me to find the product in a dream
@TomHanks
I’m that actor in some of the movies you liked and some you didn’t. Sometimes I’m in pretty good shape, other times I’m not. Hey, you gotta live, you know?
@TripGoing
Any combination of my first and last names you can think of, I’ve probably heard.
@AmyWestergren
I’m a Texan with lots of opinions and pretty hair.
@cubanalaf
My Indian Princess name is Too Many Stilettos. Love Pack football, food & fashion. I wish people had a brightness setting.
@SianAMurphy
A Caffeine based life-form
@jennathinks
I’m real and I hope some of my followers are too.
@suupergforce
A force to be reckoned with, I reckon
@zangaroo
In search of sleep, sanity, & The Shire
@donfperkins
Buoyant, waggish, efficacious, indefatigable, demiurgic, convivial marketing companion, self-made thousandaire
@SandyBoynton
Trying to Think of a Motto Since 1973. Cartoonist, children’s author, songwriter, kazooist, and … oh well, out of words now.
@nickvatrerott
If you’re reading this, then I’m already too late. Humanity has reached it’s final days. Please spend all that time tweeting.
If you loved these bios, you would probably also enjoy the previous editions of this series:
20 of the all-time funniest Twitter bios (part 2!)
20 of the all-time best Twitter bios
20 of the world’s most clever Twitter bios
Illustration: I just made that up.
How to overcome the “I’m not an expert” fear
Jan 17th
By {grow} Community Member Sarah Santacroce
When I speak to my clients about the benefits of blogging, I often get a pair of big, frightened eyes looking at me. ‘Sarah, I’m not an expert, who would care to read my stuff?’
According to Wikipedia an expert is “A person who has a comprehensive and authoritative knowledge of or skill in a particular area.” OK, that’s pretty impressive. What probably scares my clients is the word “authoritative” which, means a) Able to be trusted as being accurate or true; reliable, clear, authoritative information’ and b)’Considered to be the best of its kind and unlikely to be improved upon.
Fair enough, that scares me too!
Reframing the discussion
What if we replaced the word “expert” with “specialist?”
My clients seem to prefer that! It’s not as exclusive, and if someone calls themselves a specialist, it tells me that they specialize in this topic, and has valuable knowledge and skills in this area. You don’t have to know absolutely everything, because of course there’s always room for improvement.
In fact, even pretending to be an expert can be a negative, right? Let’s face it, the person who pretends to know everything is just fooling themselves. I’ve always been more impressed by someone who admits that she doesn’t have all the answers, but promised to look them up, do her research, and then report back to me.
Let’s focus on your specialty
So how does that specialist title sound to you? Not that scary anymore, right?
You truly are a specialist at what you do, now you just need to let the world know about it. There’s no better marketing method than to position yourself as the expert/specialist and then writing about what you do.
Funny enough it’s often the same people who are scared of not being an expert, who are also not comfortable with selling their services. Well, that’s the nice thing about blogging — you don’t have to sell! You are just sharing your knowledge, educating your audience without bluntly selling your services.
Through your content people will get to see that you know your stuff and when they are ready to buy, they will contact you !
A few examples
Still not sure what you should write about? Let me give you a few examples:
- If you are a coach, write about your coaching approach, about the most frequently asked questions you get from potential clients, a series of coaching tips, a list of inspirational quotes.
- If you are a stylist, write about the different colors and which color fits which body type, about the latest winter fashion, about Coco Chanel or your favorite fashionista.
- If you are a nutritionist, write about the different food groups, about your best recipes, about the good fat in avocado, about the holiday over-eating.
Do you see where I’m going with this? There’s an endless list of topics for every specialty. What are you curious about? Write about it. You just need to get over that fear and start thinking “Yes, I’m a specialist at what I do and I’m going to tell the world about it!”
I call myself a specialist in Social Media, Online Presence & Internet Marketing, NOT an expert. Far from that in fact! I learn new things every day and there’s people out there who are way more experienced than I am. And yet you are reading my blog post
What do you think? How are you overcoming the fear factor in blogging?
Sarah Santacroce is a Social Media, Internet Marketing & Virtual Event specialist. She helps small business owners and individual entrepreneurs to find their place in today’s online world. Sarah is a Swiss national, but thinks with a global mind. Read Sarah’s latest blog posts.
Illustration courtesy BigStock.com










You’re in marketing for one reason: Grow.
Grow your company, reputation, customers, impact, profits. Grow yourself. This is a community that will help. It will stretch your mind, connect you to fascinating people, and provide some fun along the way. I am so glad you’re here.
-Mark Schaefer

