Dim Bulbs

Stupid people have all the answers.

― Socrates

No industry—events included—is spared its share of dim bulbs.

You encounter them every day on social media platforms, where they continue to insist the pandemic is "fake" and that Covid-19 precautions are a "Socialist plot against America."

I encountered a dim bulb recently: a CEO who, ironically, runs a company that sells light bulbs to tradeshow exhibitors. 

The proud leader of a "dream team" (according to his company's cheesy website), he went ballistic when I questioned his dimwitted thinking.

Our confrontation began when an accomplished events-industry journalist I follow posted a comment on LinkedIn.

She lamented the fact that the states are inconsistent about their Covid-19 precautions concerning crowd-sizes.

"It's only gonna get worse under Biden," the CEO shot back, ignoring the fact that states set the rules. 

"He's not about business, like he claims. All shows are moving dates. Exhibitors are getting pissed. ISC WEST moved from March to July now. Then what? Canceled again. Either just shut all shows down until we can get back to normal, with people interacting, or just open up and let who wants to come, come."

I replied to him, "So you're willing to risk the health and safety of attendees, so you can make money? Nice!"

The CEO replied, "Do you go to stores and shop or do you sit home by yourself? If the stupid masks worked, why is there still this widespread virus? Many stories of the tests not being accurate. You just need to stay home by yourself and think the Democrats didn't lie and cheat in the last four years. I see where you're from. Don't tell us how to live our lives. This is the USA."

I replied, "Not logical or informed."

The CEO replied, "Crawl back under your rock."

I replied, "I am in the majority of Americans. Sorry, pal."

The CEO replied, "Sorry, you're not, you just think so, you're not American, you're a Socialist in hiding. Again back under your rock with your mask and gloves or maybe in the basement with Joey. You don't want to fight like true Americans. By the way, tough guy, I'm not your pal."

I replied, in kind, "You strike me as a fascist. Do your customers know you are a fascist?"

The CEO replied, "You strike me as an idiot that can't paint, Demtard. Back under your rock, Demtard. Back under your rock."

I replied, "Business failing? Panicking? No surprise." I included a link to my recent post about increasing mask-wearing at tradeshows.

Without reading my post, the CEO replied, "We really don't care what you think. Back under your rock, basement dweller."

I replied by posting a meme:

The CEO replied, "Again, back under your rock. Go look for your little tree, basement dweller. Did you paint that? Back under your rock."

I replied, "I see from your website you are cashing in on Covid-19 by selling 'social distance' crap. What unmitigated hypocrisy! And what a crappy website. All the photos for the social distance crap have fake captions. Funny! Chump."

That ended our back and forth. 

Dim bulbs always burn out.

NOTE: The above is unedited, except for corrections to the CEO's abysmal spelling and punctuation.

We Want You, Big Brother

We do not merely destroy our enemies; we change them.

— George Orwell

Incredibly, the Kremlin has targeted LinkedIn users, with the result that Microsoft (LinkedIn’s owner) is punishing liberals and rewarding right-wingers.

After receiving a half-dozen emails from Microsoft in the course of two days, each advising me the company had censored one of my comments in response to a Kremlin post, I have now been “disappeared” from LinkedIn—as have several of my contacts on the platform, both here and in Europe—for posting “harassing comments.”

In other words, opposing viewpoints.

Meanwhile, the Kremlin—with the aid of thousands of hapless Americans, eager to amplify its stock messages—continues to push out hackneyed pro-Trump statements, all blatantly racist, homophobic, anti-intellectual, jingoist and nativist. 

Weary of the Trumpian twaddle, I tried to “unfollow” the Kremlin’s account before I was “disappeared,” but learned that you simply cannot do so. 

Like the telescreens in 1984 (monitored, of course, by the Thought Police) the Kremlin’s account is ubiquitous.

We want you, Big Brother.

UPDATE: Microsoft this morning has asked me to prove I am an American and asked me to warrant in writing that I will "adhere to LinkedIn policies from this day forward." I guess after that, I can kiss the bride.

UPDATE, OCTOBER 8, 2020: It appears LinkedIn has "disappeared" the Kremlin-backed user this morning. But for how long?

Paranoid

A paranoid is someone who knows a little of what's going on.

― William S. Burroughs

Political rancor is fine, when informed; it's uniformed partisanship that makes me cringe.

As we speak, Republicans ad nauseam are socializing this palaver:

No one should be allowed to drive again until there are no fatal accidents for 14 consecutive days. Then we can slowly begin to phase in certain classes of people who can begin driving again, but at half the posted speed limit and while wearing helmets.

This chestnut is rooted in ignorance and denial of the lethal nature of Covid-19. Two statistics and one calculation reveal how vacuous it is:

• 38,800 Americans died in car crashes last year, according to the National Safety Council; but 130,000 Americans have died of Covid-19 since its appearance four months ago.
  
  
• Annualized that's 390,000 dead from Covid-19―10 times the number killed in car crashes.

From the standpoint of body counts, equating infectious people to bad drivers is specious. Covid-19 is 10 times more deadly.

But know-nothing Republicans stand by this myth nonetheless.

Another myth they're peddling: 

Joe Biden molested a junior aide in the 1990s.

Again, a few facts should give any thoughtful person pause:

• Over 200 of his former staffers have told PBS then-Senator Biden never spoke to low-level employees, nor did he harass women. One called the accusations "surreal."
  
  
• The accuser didn't quit her job on the Hill, as she claims, "to pursue an acting career;" she was fired because she couldn't sort the mail. And Antioch University says the accuser never taught there, nor receive the law degree she claims to hold.
  
  
• As recently as January, she still practiced an obsessive hobby: posting pro-Russian propaganda on the Internet.

• The accuser also runs up expensive bills and skips on them; never pays her rent; lets her dogs poop throughout her landlords' houses; once she stole money from an animal-rescue nonprofit; and, worst of all, borrows books and doesn't return them.

The accuser is a whack-job. But Republicans know nothing of her background and insist her accusations are true (while those made by Christine Blasey Ford were, of course, false).

William S. Burroughs was right: paranoids know a little of what's going on. 

But never, it seems, enough.

NOTE: I'm grateful to followers for their many kind notes of encouragement. Goodly has now been read by over 385,000 people.

Chunky

Small is beautiful.

— Ernst Schumacher

Bevies of experts believe "micro-content"—marcom you mold into "bite-size, digestible chunks"—can counteract customers' growing intolerance of marketing.

I'm not so sure.

If micro means publishing crap, small isn't beautiful.

If micro means posting "rough and ready" videos, small isn't beautiful.

If micro means turning tractati into tweets, small isn't beautiful.

In all these cases, small isn't small: it's only small.

If your sole success-metric is views, micro may be fine.

But if conversions are your bag, better work at it a wee bit harder.

Please Disturb

Sadly, most "social selling" merely amplifies sleazy selling.

You see it on LinkedIn daily, as an ever-swelling spam tsunami floods your homepage.

Although they do themselves no favors, the buffoons behind the flood damage their brands more than themselves. Where they once had opportunities to drive away only handfuls of prospects in the past, now they possess a weapon of mass destruction.

It need not be that way, says LinkedIn strategist Kristina Jaramillo.

Social selling experts insist social selling is a lead-gen "volume play," Jaramillo says.

But it isn't.

Social selling's purpose should be lead qualification and nurturing.

"The focus should be on prospect development," Jaramillo says.

Simply posting about your product, your team, yourself or even your industry doesn't make you relevant to buyers.

You have to drill down to value; and, on LinkedIn, that comes in form of challenges to the status quo.

You need to publish "disruptive" content that drives changes in thoughts and actions, and, most importantly, "give prospects a reason to change," Jaramillo says.

The New New Rules of Marketing and PR

Either write something worth reading or
do something worth writing about.

— Benjamin Franklin

David Meerman Scott galvanized marketers a decade ago with The New Rules of Marketing and PR.

The book still makes everyone's list of "all-time favorites."

Scott's advice was premised on a sudden realization: gatekeepers had grown irrelevant.

If marketers only thought and acted like journalists, and exploited the popularity of websites and social media channels, their messages could "go direct" to customers.

Revolutionary thinking in the day.

But times change, the tragedy of the commons is inescapable, and rules wear out.

Content Shock is now Public Enemy Number 1.

The new new rules of marketing and PR are:

1. Don't create content. Create content customers want.
   
   
2. Don't create buzz. Create products that create buzz.

The 5-Finger Guide to B2B Marketing

B2B marketer, where should you focus?Mark Schmukler of Marketing Insider Group says you should master these five areas:

Your website. All roads (whether email, SEO or SEM) lead to your website. It'd better be responsive. If it's not mobile friendly, you're toast right off the bat. Fifty-seven percent of visitors won't like you.

Your brand. Develop a brand guide and harmonize everything customers encounter, from business cards to brochures, email signatures to trade show exhibits. Your credibility is at stake, especially if you operate in a niche industry.

Search Engine Optimization. The key to SEO is content. Lots of it. Content is the way to gain authority with Google. And it needs to be placed all over the web, not just on your own site, so learn how to do PR.

Search Engine Marketing. SEM comes into play where SEO leaves off. Google Adwords puts you among the top four slots in Google searches. Why Google Adwords? Simple. Google owns owns 71% of the search market.

LinkedIn. Forget the other social media platforms until you leverage LinkedIn. Ninety-four percent of B2B marketers use it to distribute content, especially those who need to reach senior managers (half the world's highest earners are members). And sponsored content is awesome. You can target members based on 15 categories, including location, industry, job title, seniority, gender, age, and years of experience.

Build Social Strength

How often do you post on social media? Are you over- or under-posting?

If you want to build more followers, here's the right frequency, according to social media platform provider Buffer:

• LinkedIn: 1 time a day
• Twitter: 3 times a day
• Facebook: 2 times a day
• Instagram: 1 time a day
• Pinterest: 5 times a day

BONUS TIP: According to Buffer, copy's cool, but visuals boost engagement 40 times.

Glassdoor: Better Job-Seeker Tool Than LinkedIn?

Gary Slack provided today's post. He is chief experience officer of Slack and Company, LLC, a leading global B2B marketing strategy and services provider based in Chicago.

Glassdoor really is coming into its own as a terrific tool for job-seekers of all types—college students looking for internships or full-time jobs and anyone and everyone looking to change jobs or careers.

The platform used to be mainly for checking out what current and former employees anonymously say about their employers, but the site now does double duty big time as a repository of jobs—getting as much monthly job-post traffic as LinkedIn does.

Some interesting things about Glassdoor:

• The average company rating on Glassdoor (on a 1-5 scale) is 3.2. In my experience, any company that’s at 3.6 or above is doing pretty well.
  
  
• Caveat emptor with companies 2.6 or below—and, yes, there are plenty that do that poorly. They probably should be quarantined. But don’t pay too much attention to a company’s rating if it only has a handful of reviews—say 10 or fewer.
  
  
• Companies that have thousands of even tens of thousands of reviews and are at 3.6 or above are doing a pretty good job by their employees. When they’re above 4.0, like Google is, that’s just amazing.
  
  
• Glassdoor tells us their research shows prospective employees going to the site put more stock in reviews and ratings of current vs. former employees. Makes sense.
  
  
• Look at how raters rate the company’s CEO. And whether they would recommend the company to a friend and whether their overall feeling about the company’s future is negative, neutral or positive.
  
  
• You also can learn a lot about prospective employers from their company pages on Glassdoor—usually much more robust than company pages on LinkedIn.

You still need a strong LinkedIn profile more than ever, but consider making Glassdoor your first stop on the way to a first job or a better career.

Where's the Thought in Thought Leadership?

Thought leadership is to leadership as fast food is to food.

While the stuff served daily through most B2B marketers' Tweets, videos, blog posts and e-books looks tasty and can be consumed quickly, it isn't particularly satisfying. Or good for you.

Although there are thousands of exceptions, most B2B marketers rush out junk, contributing to the deafening "content shock" Mark Schaefer describes.

Plainly, simply, thought leadership shouldn't be advertising. It's supposed to be content that's authentic and that articulates leading-edge thinking, not your marketing department's  social media strategy.

And thought leadership shouldn't be about media. It's supposed to focus on thought, not LinkedIn or Meerkat or Snapchat.

B2B marketers are hacking the system when they publish non-nutritional content, however carefully it's dressed to resemble food for thought.

Ironically, every B2B marketer could contribute thought leadership, if only she trusted the few thoughtful individuals inside her organization—and they trusted themselves. Sadly, neither do.

"Thought leaders focus on crafting ideas, not audience reaction and reach," says digital marketer Walter Adamson in Firebrand. 

He's 100% right. Thought leaders don't lean on vapid videos and tricked up infographics to entreat customers. They rely instead, TEDishly, on "ideas worth sharing."

"Being a thought leader means putting your own personal thoughts out there in whatever form appeals to you," Adamson says. "It’s not about the medium. It’s about the message and it’s about filling in the white spaces which teams of content producers don’t even know exist."

Want Social Media Success? Hang out on the Stoop.

When I was a kid, the park was where we went to find our friends, but the stoop was where the good stuff happened.

That's where the stories were swapped, the jokes told, the dreams dreamed, the plans made.

Marketers frame their social media strategies around showing up at parks—i.e., "platforms"—when they should be hanging out on stoops.

"Customer engagement will occur where your fans want it to happen, not where you want it to happen," Mark Schaefer says.

You won't form a successful social media strategy by chasing trendy platforms, because customers "will naturally migrate to wherever they want to be."

Schaefer wonders whether we're asking the right question when we ask "Should we be on Snapchat?" or "Should we be on Facebook Live?"

"Maybe it doesn’t matter if we’re on Snapchat or Facebook Live" he says.

"What matters most is where our customers want to be found, where they want to engage."

Social Media Marketing, Meet Maslow's Hammer

Abraham Maslow said in The Psychology of Science, "I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.”

Social Media Examiner recently asked 5,086 marketers whether social media marketing improves sales. The findings speak volumes:

• One-third of marketers with less than one year's experience in social media marketing say it improves sales, while

• Two-thirds of marketers with more than five years' experience in social media marketing say it improves sales.

As a marketer's experience in social media marketing increases, so does her belief in its efficacy.

Digital marketer Jay Baer wonders whether seasoned social media marketers' belief is simply self-justifying.

"People who have been employed in the social media business for multiple years could be convincing themselves that social media is effective, because if it wasn’t a portion of their entire identity and professional worthiness would be called into question," he says.

But Baer chooses to read the findings as proof of something else: social media marketing works when you commit to it long term, not short term.

"This data shows that time horizon is a great determinant of social media success," Baer says.

I agree with him, and would add: social media marketing is merely 2016's edition of PR; it works when you treat it like an enterprise, not an event.

What do you think?

Trivial Pursuits

The CEO of a large corporation sought to parade his gravitas on LinkedIn this week by posting a lovely bromide.

Before deleting it, he inspired the multitudes to mockery.

But who, really, cares nowadays about spelling and grammar?

Truly, spelling and grammar are trivial.

Trivial comes from the Latin word trivium, "a place where three roads cross." In short, a "commonplace."

Medieval scholars borrowed the trivium to describe the first three liberal arts: grammar, rhetoric and logic. They thought grammar, rhetoric and logic were the very core of all learning.

What did they know?

The liberal in liberal arts, by the way, comes from the Latin word liberalis, "worthy of a free person" (as opposed to an ignorant slave).

Why trouble yourself with trivia, when you're busy being a thought leader?

Show your thankful.

My Marketing Prediction for 2016

Lacking results, B2B marketers will quit more social media networks than they join.

YEAR-END NOTE: To mark a change in direction, I'm giving Copy Points a new name today, Goodly. I hope you'll keep following my blog, for more good stuff. Happy 2016!

Clickbait Headlines Do More Harm than Good

Meager response rates are tempting an ever-increasing number of marketers—even B2B ones—to resort to using "clickbait" headlines, those sensational promises that dupe you into reading thinly related content.

You know the kind:

What this customer said was so insane it will make your jaw drop...   

But the more sensational the headline, the greater the risk of disappointing prospects once you lure them to read nothing more than your usual sales pitch.

Disappointment never does your brand credit. 

Repeated disappointments will ultimately damage it.

Civility. There's an App for That.

Worried friends and followers on Facebook and Twitter might think you're ill bred?

Your social media reputation is safe with a subscription to ThinkUp, according to Farhad Manjoo, columnist for The New York Times.

ThinkUp keeps tabs on your graceless behavior on those networks and points out, among other things, how often you refer to yourself, use profanities and ignore others.

The tracking service is designed "to make you act like less of a jerk online," says ThinkUp co-founder Gina Trapani.

Rule #1: Think before You Link

With 200 million subscribers and climbing, in mercenary hands LinkedIn can be a weapon of self-destruction.

We’ve all connected with people whose self-serving discharge leaves us hoping LinkedIn will introduce a “hate” button.

But one comment arrived in my inbox last week that should earn for its author the LinkedIn Lummox of the Year Award.

She attached her tone-deaf comment to a 100-day old post by the manager of an interest group I follow.

The manager’s post asked readers to remember a beloved colleague and group member who’d died, suddenly and prematurely, two weeks earlier.

The self-promoter's comment read:

Sorry for your loss. I help companies with their tradeshows and events. Give me your marketing list and I will turn it into $$. Call 800-523-4635.

Clearly she hasn’t learned LinkedIn Rule #1.