Digital Marketing, Social Business, Social Media Strategy, PR 20, Social Media Marketing, Social Media Staffing and Operations

Delegation Equals Death in Social Media

flickr photo download  erin the cheerleader from barrhead 300x221 Delegation Equals Death in Social MediaAre you just a social media cheerleader?

Almost every time I work with a public relations firm or corporation on social media, I hear a version of this statement:

“Us old dogs don’t really understand all this new social media stuff, but we’ve got this brilliant young guy right out of school, and he’s getting us all up to speed.”

Bang Bang. You’re Dead.

If you truly believe that social media can transform brands by flipping the script on the age-old master and servant relationship of companies and their customers, then how do you delegate that assignment?

If you truly believe that social media is more than just a tarted-up version of SEO combined with YouTube videos, how can the most senior people in your agency (or company) decide that they cannot get involved personally?

When TV broke on the scene, did agencies say “I don’t really understand that radio with pictures stuff, but we’ve got this kid who watches it all day. He’ll tell us what to do.”? If you watch and believe Mad Men, I think the answer is absolutely yes. But let’s not make that mistake again.

I’ve worked with some amazing interns, but interns don’t transform brands.

It’s not that they don’t have the smarts. It’s not even that they lack experience. It’s that they don’t have the ear of senior members of the client team.

It Takes a Village

Everybody in your organization – including senior managers and ownership – needs to understand and participate in social media. Period.

Not everyone will be an expert in every aspect of social media. It’s too broad, and the current moves too swiftly. But you can have a shared understanding of why you’re involved in social media and how you’re going to evaluate your success, and then break the execution into morsels that can be assigned to team members.

More so than any marketing or communication development in this last century, only social media participation yields understanding of its capabilities.

Are you ready to drop the pom poms and get your hands dirty?

(photo by Jimmy MacDonald)

  • http://tysoncrosbie.com tysoncrosbie

    pom poms on the floor. (check)
    hands dirty. (check)

    Resounding YES. There is no way to delegate your brand and be authentic. And I honestly believe that there is no way to understand any tool or craft derived from that tool with out practice.

  • http://tysoncrosbie.com tysoncrosbie

    pom poms on the floor. (check)
    hands dirty. (check)

    Resounding YES. There is no way to delegate your brand and be authentic. And I honestly believe that there is no way to understand any tool or craft derived from that tool with out practice.

  • http://tysoncrosbie.com tysoncrosbie

    pom poms on the floor. (check)
    hands dirty. (check)

    Resounding YES. There is no way to delegate your brand and be authentic. And I honestly believe that there is no way to understand any tool or craft derived from that tool with out practice.

  • http://www.compartners.org/ Johanna Bates

    Jay, this post is excellent, and so right.
    Also, if the part of the revolution of social media is about facilitating full-on, two-way conversations between orgs/companies and constituents/consumers, then everyone involved needs to be having these conversations, authentically, or you won’t get anything real out of them.

    Johanna Bates’s last blog post..Talking health care reform: Nancy Turnbull and John McDonough

  • http://www.compartners.org/ Johanna Bates

    Jay, this post is excellent, and so right.
    Also, if the part of the revolution of social media is about facilitating full-on, two-way conversations between orgs/companies and constituents/consumers, then everyone involved needs to be having these conversations, authentically, or you won’t get anything real out of them.

    Johanna Bates’s last blog post..Talking health care reform: Nancy Turnbull and John McDonough

  • http://www.compartners.org/ Johanna Bates

    Jay, this post is excellent, and so right.
    Also, if the part of the revolution of social media is about facilitating full-on, two-way conversations between orgs/companies and constituents/consumers, then everyone involved needs to be having these conversations, authentically, or you won’t get anything real out of them.

    Johanna Bates’s last blog post..Talking health care reform: Nancy Turnbull and John McDonough

  • http://tysoncrosbie.com tysoncrosbie

    pom poms on the floor. (check)
    hands dirty. (check)

    Resounding YES. There is no way to delegate your brand and be authentic. And I honestly believe that there is no way to understand any tool or craft derived from that tool with out practice.

  • http://www.compartners.org Johanna Bates

    Jay, this post is excellent, and so right.
    Also, if the part of the revolution of social media is about facilitating full-on, two-way conversations between orgs/companies and constituents/consumers, then everyone involved needs to be having these conversations, authentically, or you won’t get anything real out of them.

    Johanna Bates’s last blog post..Talking health care reform: Nancy Turnbull and John McDonough

  • http://www.dailyaxioms.com/ Drew Gneiser

    Sometimes the deep end looks scary for these guys. While I am learning to swim, I can’t always seem to get everyone else to join me. How do you move from being a cheerleader to a participant?

    I agree that you must get in there to really understand it. Read, comment, participate. Thanks for the great blog Jason. You continue to write on good topics.

  • http://www.dailyaxioms.com Drew Gneiser

    Sometimes the deep end looks scary for these guys. While I am learning to swim, I can’t always seem to get everyone else to join me. How do you move from being a cheerleader to a participant?

    I agree that you must get in there to really understand it. Read, comment, participate. Thanks for the great blog Jason. You continue to write on good topics.

  • http://www.paulmiser.com/ Paul Miser

    Great post Jason. You have no idea how many times I have heard someone say that we have a great intern or someone fresh out of college that handling this. It’s ridiculous to think that’s all it takes. Not only does the organization’s culture need to embrace social media, but it needs more focus, more dedication, and more strategy to be successful.

    Thank you for getting this out in the public. I thought it was just me.

  • http://www.paulmiser.com/ Paul Miser

    Great post Jason. You have no idea how many times I have heard someone say that we have a great intern or someone fresh out of college that handling this. It’s ridiculous to think that’s all it takes. Not only does the organization’s culture need to embrace social media, but it needs more focus, more dedication, and more strategy to be successful.

    Thank you for getting this out in the public. I thought it was just me.

  • http://www.paulmiser.com Paul Miser

    Great post Jason. You have no idea how many times I have heard someone say that we have a great intern or someone fresh out of college that handling this. It’s ridiculous to think that’s all it takes. Not only does the organization’s culture need to embrace social media, but it needs more focus, more dedication, and more strategy to be successful.

    Thank you for getting this out in the public. I thought it was just me.

  • http://breakawaydigital.com/ Damian

    You’re spot on here. It really does take a village. Very creative way to get your point across but simply valid.

    Hiring a smart “kid” is a start but their needs to be that cultural change like you said. The employees are going to be your best way to market the company and ultimately provide the best service to clients.

    Damian’s last blog post..A more productive brainstorm

  • http://breakawaydigital.com/ Damian

    You’re spot on here. It really does take a village. Very creative way to get your point across but simply valid.

    Hiring a smart “kid” is a start but their needs to be that cultural change like you said. The employees are going to be your best way to market the company and ultimately provide the best service to clients.

    Damian’s last blog post..A more productive brainstorm

  • http://breakawaydigital.com Damian

    You’re spot on here. It really does take a village. Very creative way to get your point across but simply valid.

    Hiring a smart “kid” is a start but their needs to be that cultural change like you said. The employees are going to be your best way to market the company and ultimately provide the best service to clients.

    Damian’s last blog post..A more productive brainstorm

  • Pingback: Kill the Intern. Embrace Social Media. | Kyle Lacy, Social Media - Indianapolis

  • http://www.scottmeis.com/ Scott Meis

    Could not agree more. This can be a struggle within an agency and on the client end where clients can tend to think they’ll “get by” by having a newbie handle their social media stuff without a second thought about what that even begins to mean. To Drew’s point, I think that motivation across the board is going to be a struggle as agencies get all employees to embrace the importance of the social Web but as you mention, folks will soon realize it’s a necessity.

    Scott Meis’s last blog post..What’s Your 2009 Social Media Tool of Choice?

  • http://www.scottmeis.com/ Scott Meis

    Could not agree more. This can be a struggle within an agency and on the client end where clients can tend to think they’ll “get by” by having a newbie handle their social media stuff without a second thought about what that even begins to mean. To Drew’s point, I think that motivation across the board is going to be a struggle as agencies get all employees to embrace the importance of the social Web but as you mention, folks will soon realize it’s a necessity.

    Scott Meis’s last blog post..What’s Your 2009 Social Media Tool of Choice?

  • http://www.scottmeis.com Scott Meis

    Could not agree more. This can be a struggle within an agency and on the client end where clients can tend to think they’ll “get by” by having a newbie handle their social media stuff without a second thought about what that even begins to mean. To Drew’s point, I think that motivation across the board is going to be a struggle as agencies get all employees to embrace the importance of the social Web but as you mention, folks will soon realize it’s a necessity.

    Scott Meis’s last blog post..What’s Your 2009 Social Media Tool of Choice?

  • http://altitudebranding.com/ Amber Naslund

    I love it when you take thoughts that have been rattling around in my head and articulate them so brilliantly. Thanks for that.

    This all goes back to the issue of looking at social media as a narrowly defined tactic versus a holistic approach to communications as a whole. And by that I mean every touchpoint of communication in a business: customer service, marketing, public relations, product development, the list goes on. It’s like saying “I don’t know how to use the computer, so I’ll hire someone to do my data entry.”

    The trouble is that in social media, more than almost anywhere else, you have to understand the WHY before you can really make an impact with the HOW. It’s not something you can feign an interest in or put together a sheet of talking points. You have to grasp what it’s going to do for your business, because at that point, every action you take is going to have that perspective in mind.

    Thanks for another thought provoking post, Jay.

    Amber Naslund’s last blog post..The Social Media Blueprint

  • http://altitudebranding.com/ Amber Naslund

    I love it when you take thoughts that have been rattling around in my head and articulate them so brilliantly. Thanks for that.

    This all goes back to the issue of looking at social media as a narrowly defined tactic versus a holistic approach to communications as a whole. And by that I mean every touchpoint of communication in a business: customer service, marketing, public relations, product development, the list goes on. It’s like saying “I don’t know how to use the computer, so I’ll hire someone to do my data entry.”

    The trouble is that in social media, more than almost anywhere else, you have to understand the WHY before you can really make an impact with the HOW. It’s not something you can feign an interest in or put together a sheet of talking points. You have to grasp what it’s going to do for your business, because at that point, every action you take is going to have that perspective in mind.

    Thanks for another thought provoking post, Jay.

    Amber Naslund’s last blog post..The Social Media Blueprint

  • http://altitudebranding.com/ Amber Naslund

    I love it when you take thoughts that have been rattling around in my head and articulate them so brilliantly. Thanks for that.

    This all goes back to the issue of looking at social media as a narrowly defined tactic versus a holistic approach to communications as a whole. And by that I mean every touchpoint of communication in a business: customer service, marketing, public relations, product development, the list goes on. It’s like saying “I don’t know how to use the computer, so I’ll hire someone to do my data entry.”

    The trouble is that in social media, more than almost anywhere else, you have to understand the WHY before you can really make an impact with the HOW. It’s not something you can feign an interest in or put together a sheet of talking points. You have to grasp what it’s going to do for your business, because at that point, every action you take is going to have that perspective in mind.

    Thanks for another thought provoking post, Jay.

    Amber Naslund’s last blog post..The Social Media Blueprint

  • http://altitudebranding.com Amber Naslund

    I love it when you take thoughts that have been rattling around in my head and articulate them so brilliantly. Thanks for that.

    This all goes back to the issue of looking at social media as a narrowly defined tactic versus a holistic approach to communications as a whole. And by that I mean every touchpoint of communication in a business: customer service, marketing, public relations, product development, the list goes on. It’s like saying “I don’t know how to use the computer, so I’ll hire someone to do my data entry.”

    The trouble is that in social media, more than almost anywhere else, you have to understand the WHY before you can really make an impact with the HOW. It’s not something you can feign an interest in or put together a sheet of talking points. You have to grasp what it’s going to do for your business, because at that point, every action you take is going to have that perspective in mind.

    Thanks for another thought provoking post, Jay.

    Amber Naslund’s last blog post..The Social Media Blueprint

  • http://icouldcrybutidonthavetime.wordpress.com/ amyz5

    one of the best posts i have read on this topic. it saddens me to watch senior big thinkers fall for the ‘you don’t get it old man/woman’ nonsense. smart people are ageless. years of experience communicating mixed with ability to adapt to new modes and technologies is the perfect blend of expertise, beyond a shadow of a doubt.

    amyz5’s last blog post..Lingerie or Purse?

  • http://icouldcrybutidonthavetime.wordpress.com/ amyz5

    one of the best posts i have read on this topic. it saddens me to watch senior big thinkers fall for the ‘you don’t get it old man/woman’ nonsense. smart people are ageless. years of experience communicating mixed with ability to adapt to new modes and technologies is the perfect blend of expertise, beyond a shadow of a doubt.

    amyz5’s last blog post..Lingerie or Purse?

  • http://icouldcrybutidonthavetime.wordpress.com/ amyz5

    one of the best posts i have read on this topic. it saddens me to watch senior big thinkers fall for the ‘you don’t get it old man/woman’ nonsense. smart people are ageless. years of experience communicating mixed with ability to adapt to new modes and technologies is the perfect blend of expertise, beyond a shadow of a doubt.

    amyz5’s last blog post..Lingerie or Purse?

  • http://icouldcrybutidonthavetime.wordpress.com amyz5

    one of the best posts i have read on this topic. it saddens me to watch senior big thinkers fall for the ‘you don’t get it old man/woman’ nonsense. smart people are ageless. years of experience communicating mixed with ability to adapt to new modes and technologies is the perfect blend of expertise, beyond a shadow of a doubt.

    amyz5’s last blog post..Lingerie or Purse?

  • Pingback: A Social Media Gut Check | Altitude Branding

  • http://recruitingindustrybrandingandsourcing.blogspot.com/ David Benjamin

    Well written post that makes so much sense. There has to be ‘buy in’ from the ones that truly have the influence. If solving the problem was as easy as hiring an intern or a seasoned pro for that matter…everyone would be doing it!

    David Benjamin’s last blog post..Utilizing Video

  • http://recruitingindustrybrandingandsourcing.blogspot.com/ David Benjamin

    Well written post that makes so much sense. There has to be ‘buy in’ from the ones that truly have the influence. If solving the problem was as easy as hiring an intern or a seasoned pro for that matter…everyone would be doing it!

    David Benjamin’s last blog post..Utilizing Video

  • http://recruitingindustrybrandingandsourcing.blogspot.com/ David Benjamin

    Well written post that makes so much sense. There has to be ‘buy in’ from the ones that truly have the influence. If solving the problem was as easy as hiring an intern or a seasoned pro for that matter…everyone would be doing it!

    David Benjamin’s last blog post..Utilizing Video

  • http://www.twitter.com/nhamilt Nicole Hamilton

    Thanks to @ambercadabra for a RT of how brilliant she thinks you are because it brought me here! I thought your post was very insightful and really got me thinking about all of the experiences I have had as an intern, and now, in my first “real” job out of college. The past couple of positions I have been hired for have been in social media. Ironically, I would say the biggest challenge I faced was getting everyone else on board and really showing them why social media can be so great.

    I would have to agree that one person’s understanding is usually not enough, it is equally important to have everyone else on the team on board and working together. I have only learned why social media can be so effective because I have been thrown into it, gotten some experience (although I still learn many new things everyday), and as you put it “got my hands dirty.” For others to truly learn the why and how I think the hands on experience is vital.

    Thanks for a thought provoking post! I’m excited to read some more of your stuff.

    Nicole Hamilton’s last blog post..nhamilt: Have u seen the Brains on Fire Individuals sect on their site? http://is.gd/eZDZhttp://is.gd/eZE0, unique and 1 of the better 1s I’ve seen

  • http://www.twitter.com/nhamilt Nicole Hamilton

    Thanks to @ambercadabra for a RT of how brilliant she thinks you are because it brought me here! I thought your post was very insightful and really got me thinking about all of the experiences I have had as an intern, and now, in my first “real” job out of college. The past couple of positions I have been hired for have been in social media. Ironically, I would say the biggest challenge I faced was getting everyone else on board and really showing them why social media can be so great.

    I would have to agree that one person’s understanding is usually not enough, it is equally important to have everyone else on the team on board and working together. I have only learned why social media can be so effective because I have been thrown into it, gotten some experience (although I still learn many new things everyday), and as you put it “got my hands dirty.” For others to truly learn the why and how I think the hands on experience is vital.

    Thanks for a thought provoking post! I’m excited to read some more of your stuff.

    Nicole Hamilton’s last blog post..nhamilt: Have u seen the Brains on Fire Individuals sect on their site? http://is.gd/eZDZhttp://is.gd/eZE0, unique and 1 of the better 1s I’ve seen

  • http://www.twitter.com/nhamilt Nicole Hamilton

    Thanks to @ambercadabra for a RT of how brilliant she thinks you are because it brought me here! I thought your post was very insightful and really got me thinking about all of the experiences I have had as an intern, and now, in my first “real” job out of college. The past couple of positions I have been hired for have been in social media. Ironically, I would say the biggest challenge I faced was getting everyone else on board and really showing them why social media can be so great.

    I would have to agree that one person’s understanding is usually not enough, it is equally important to have everyone else on the team on board and working together. I have only learned why social media can be so effective because I have been thrown into it, gotten some experience (although I still learn many new things everyday), and as you put it “got my hands dirty.” For others to truly learn the why and how I think the hands on experience is vital.

    Thanks for a thought provoking post! I’m excited to read some more of your stuff.

    Nicole Hamilton’s last blog post..nhamilt: Have u seen the Brains on Fire Individuals sect on their site? http://is.gd/eZDZhttp://is.gd/eZE0, unique and 1 of the better 1s I’ve seen

  • http://www.twitter.com/nhamilt Nicole Hamilton

    Thanks to @ambercadabra for a RT of how brilliant she thinks you are because it brought me here! I thought your post was very insightful and really got me thinking about all of the experiences I have had as an intern, and now, in my first “real” job out of college. The past couple of positions I have been hired for have been in social media. Ironically, I would say the biggest challenge I faced was getting everyone else on board and really showing them why social media can be so great.

    I would have to agree that one person’s understanding is usually not enough, it is equally important to have everyone else on the team on board and working together. I have only learned why social media can be so effective because I have been thrown into it, gotten some experience (although I still learn many new things everyday), and as you put it “got my hands dirty.” For others to truly learn the why and how I think the hands on experience is vital.

    Thanks for a thought provoking post! I’m excited to read some more of your stuff.

    Nicole Hamilton’s last blog post..nhamilt: Have u seen the Brains on Fire Individuals sect on their site? http://is.gd/eZDZhttp://is.gd/eZE0, unique and 1 of the better 1s I’ve seen

  • Jason Baer

    @tyson – Thanks for the comment, as always. I do believe you can delegate from brand to another party (PR, most naturally per my post today on mpdailyfix) but you can’t have kids with no experience playing with social media fire. Danger.

    @johanna – Exactly. You can’t be a restaurant reviewer if you employ a food taster.

    @Drew – You’re right. It IS scary. If it wasn’t we’d all be doing it, and I’d have nothing to blog about. That’s why I encourage agency folks (and client marketers) to at least get involved in SM for themselves, and then transfer those lessons to the brand.

    @Damian – I have no problem with hiring a smart kid. I was that guy about 20 years and 30 pounds ago. But you can’t use that hire and then say “presto, we’ve got it conquered.”

    @scott – Good point. I need to write a post about that. No question part of the issue is agencies not being able to charge enough for SM yet to staff it with senior folks. Thank you for helping me see that angle.

    @amber – Thanks for the great comment and generous RT via Twitter. There are many people that would disagree with you and I that you need to understand why before you get involved in the how. People say you should just give it a shot. I can see that perspective, but at scale I find it to be dangerous unless you’re involved in SM strictly personally.

    @amy – It bums me out too. As I always say, social media isn’t hard. But it is complicated. Don’t abdicate your role as brand manager (or whatever) by assuming you can’t figure it out. It’s the 2.0 version of the “i can’t set my VCR” line. Puhleeeze.

    @david – What I find is that the buy-in is there. But senior folks aren’t yet (in many cases) walking the walk. 50% is better than 0%, but I’m committed to get the other half.

    @nicole – Thanks indeed to Amber for her generous light shining on my post. Trust me, the feeling is mutual. There aren’t too many people in social media or otherwise that truly awe me at times. She’s one of them. The problem is, when you’re the one advocate in the organization, it’s easy to dismiss you as an outlier. It’s like being the first guy in the company to get an iPhone. Raving about it sounds stupid. Until you get one.

  • Jason Baer

    @tyson – Thanks for the comment, as always. I do believe you can delegate from brand to another party (PR, most naturally per my post today on mpdailyfix) but you can’t have kids with no experience playing with social media fire. Danger.

    @johanna – Exactly. You can’t be a restaurant reviewer if you employ a food taster.

    @Drew – You’re right. It IS scary. If it wasn’t we’d all be doing it, and I’d have nothing to blog about. That’s why I encourage agency folks (and client marketers) to at least get involved in SM for themselves, and then transfer those lessons to the brand.

    @Damian – I have no problem with hiring a smart kid. I was that guy about 20 years and 30 pounds ago. But you can’t use that hire and then say “presto, we’ve got it conquered.”

    @scott – Good point. I need to write a post about that. No question part of the issue is agencies not being able to charge enough for SM yet to staff it with senior folks. Thank you for helping me see that angle.

    @amber – Thanks for the great comment and generous RT via Twitter. There are many people that would disagree with you and I that you need to understand why before you get involved in the how. People say you should just give it a shot. I can see that perspective, but at scale I find it to be dangerous unless you’re involved in SM strictly personally.

    @amy – It bums me out too. As I always say, social media isn’t hard. But it is complicated. Don’t abdicate your role as brand manager (or whatever) by assuming you can’t figure it out. It’s the 2.0 version of the “i can’t set my VCR” line. Puhleeeze.

    @david – What I find is that the buy-in is there. But senior folks aren’t yet (in many cases) walking the walk. 50% is better than 0%, but I’m committed to get the other half.

    @nicole – Thanks indeed to Amber for her generous light shining on my post. Trust me, the feeling is mutual. There aren’t too many people in social media or otherwise that truly awe me at times. She’s one of them. The problem is, when you’re the one advocate in the organization, it’s easy to dismiss you as an outlier. It’s like being the first guy in the company to get an iPhone. Raving about it sounds stupid. Until you get one.

  • Jason Baer

    @tyson – Thanks for the comment, as always. I do believe you can delegate from brand to another party (PR, most naturally per my post today on mpdailyfix) but you can’t have kids with no experience playing with social media fire. Danger.

    @johanna – Exactly. You can’t be a restaurant reviewer if you employ a food taster.

    @Drew – You’re right. It IS scary. If it wasn’t we’d all be doing it, and I’d have nothing to blog about. That’s why I encourage agency folks (and client marketers) to at least get involved in SM for themselves, and then transfer those lessons to the brand.

    @Damian – I have no problem with hiring a smart kid. I was that guy about 20 years and 30 pounds ago. But you can’t use that hire and then say “presto, we’ve got it conquered.”

    @scott – Good point. I need to write a post about that. No question part of the issue is agencies not being able to charge enough for SM yet to staff it with senior folks. Thank you for helping me see that angle.

    @amber – Thanks for the great comment and generous RT via Twitter. There are many people that would disagree with you and I that you need to understand why before you get involved in the how. People say you should just give it a shot. I can see that perspective, but at scale I find it to be dangerous unless you’re involved in SM strictly personally.

    @amy – It bums me out too. As I always say, social media isn’t hard. But it is complicated. Don’t abdicate your role as brand manager (or whatever) by assuming you can’t figure it out. It’s the 2.0 version of the “i can’t set my VCR” line. Puhleeeze.

    @david – What I find is that the buy-in is there. But senior folks aren’t yet (in many cases) walking the walk. 50% is better than 0%, but I’m committed to get the other half.

    @nicole – Thanks indeed to Amber for her generous light shining on my post. Trust me, the feeling is mutual. There aren’t too many people in social media or otherwise that truly awe me at times. She’s one of them. The problem is, when you’re the one advocate in the organization, it’s easy to dismiss you as an outlier. It’s like being the first guy in the company to get an iPhone. Raving about it sounds stupid. Until you get one.

  • http://blog.bronto.com/ DJ Waldow

    @jaybaer –

    Pretty sure my favorite quote was this: “Everybody in your organization – including senior managers and ownership – needs to understand and participate in social media. Period.” So much so that I tweeted it (http://idek.net/1OM). Sorry, but couldn’t fit in an @jaybaer in <140 chars and still give the link love out.

    Keep rocking the blog. Love it. Looking forward to face-to-face meeting next month in AZ at the Email Evolution Conference (will be my first time in AZ too!).

    One other take: I think it is great that you take the time to personally reply with @’s to everyone who comments on your post. Wonder how/if that changes as the # of comments continues to grown (winking at @chrisbrogan right now).

    DJ Waldow
    @djwaldow

    DJ Waldow’s last blog post..Relevant: 2009 Email Marketing Goal #1 (of 4)

  • http://blog.bronto.com/ DJ Waldow

    @jaybaer –

    Pretty sure my favorite quote was this: “Everybody in your organization – including senior managers and ownership – needs to understand and participate in social media. Period.” So much so that I tweeted it (http://idek.net/1OM). Sorry, but couldn’t fit in an @jaybaer in <140 chars and still give the link love out.

    Keep rocking the blog. Love it. Looking forward to face-to-face meeting next month in AZ at the Email Evolution Conference (will be my first time in AZ too!).

    One other take: I think it is great that you take the time to personally reply with @’s to everyone who comments on your post. Wonder how/if that changes as the # of comments continues to grown (winking at @chrisbrogan right now).

    DJ Waldow
    @djwaldow

    DJ Waldow’s last blog post..Relevant: 2009 Email Marketing Goal #1 (of 4)

  • http://blog.bronto.com/ DJ Waldow

    @jaybaer –

    Pretty sure my favorite quote was this: “Everybody in your organization – including senior managers and ownership – needs to understand and participate in social media. Period.” So much so that I tweeted it (http://idek.net/1OM). Sorry, but couldn’t fit in an @jaybaer in <140 chars and still give the link love out.

    Keep rocking the blog. Love it. Looking forward to face-to-face meeting next month in AZ at the Email Evolution Conference (will be my first time in AZ too!).

    One other take: I think it is great that you take the time to personally reply with @’s to everyone who comments on your post. Wonder how/if that changes as the # of comments continues to grown (winking at @chrisbrogan right now).

    DJ Waldow
    @djwaldow

    DJ Waldow’s last blog post..Relevant: 2009 Email Marketing Goal #1 (of 4)

  • http://blog.bronto.com DJ Waldow

    @jaybaer –

    Pretty sure my favorite quote was this: “Everybody in your organization – including senior managers and ownership – needs to understand and participate in social media. Period.” So much so that I tweeted it (http://idek.net/1OM). Sorry, but couldn’t fit in an @jaybaer in <140 chars and still give the link love out.

    Keep rocking the blog. Love it. Looking forward to face-to-face meeting next month in AZ at the Email Evolution Conference (will be my first time in AZ too!).

    One other take: I think it is great that you take the time to personally reply with @’s to everyone who comments on your post. Wonder how/if that changes as the # of comments continues to grown (winking at @chrisbrogan right now).

    DJ Waldow
    @djwaldow

    DJ Waldow’s last blog post..Relevant: 2009 Email Marketing Goal #1 (of 4)

  • Jason Baer

    Thanks DJ.

    I appreciate the tweet too. Looking forward to catching up in Scottsdale, for sure.

    For the record, I don’t answer every comment. But I do try to keep up with it if I can. Least I can do. But you’re right, I’m not certain it’s scalable.

    All the best,
    j

  • Jason Baer

    Thanks DJ.

    I appreciate the tweet too. Looking forward to catching up in Scottsdale, for sure.

    For the record, I don’t answer every comment. But I do try to keep up with it if I can. Least I can do. But you’re right, I’m not certain it’s scalable.

    All the best,
    j

  • Jason Baer

    Thanks DJ.

    I appreciate the tweet too. Looking forward to catching up in Scottsdale, for sure.

    For the record, I don’t answer every comment. But I do try to keep up with it if I can. Least I can do. But you’re right, I’m not certain it’s scalable.

    All the best,
    j

  • http://www.sonnygill.com/ Sonny Gill

    Right on Jason. A bit late to the party but share your sentiment.

    Delegation just shows that the company really isn’t ready to adjust their marketing strategy to include social media. If they’re afraid on their own to take the plunge to even understand and educate themselves about it, what makes them think that one person in the company is going to make it happen? I’d be surprised if that fear doesn’t exist in other aspects of their business outside of marketing.

    Sonny Gill’s last blog post..Transparency – The Double-edged Sword

  • http://www.sonnygill.com Sonny Gill

    Right on Jason. A bit late to the party but share your sentiment.

    Delegation just shows that the company really isn’t ready to adjust their marketing strategy to include social media. If they’re afraid on their own to take the plunge to even understand and educate themselves about it, what makes them think that one person in the company is going to make it happen? I’d be surprised if that fear doesn’t exist in other aspects of their business outside of marketing.

    Sonny Gill’s last blog post..Transparency – The Double-edged Sword

  • Jason Baer

    Thanks Sonny.

    I think you’re right. Delegation is early warning detection system for a half-hearted embrace. There’s a blog post in there somewhere.

    j

  • Jason Baer

    Thanks Sonny.

    I think you’re right. Delegation is early warning detection system for a half-hearted embrace. There’s a blog post in there somewhere.

    j

  • Jason Baer

    Thanks Sonny.

    I think you’re right. Delegation is early warning detection system for a half-hearted embrace. There’s a blog post in there somewhere.

    j

  • Jason Baer

    Thanks Sonny.

    I think you’re right. Delegation is early warning detection system for a half-hearted embrace. There’s a blog post in there somewhere.

    j

  • http://stylecampaign.com/blog/ Anna Yeaman

    Thanks @djwaldow for sending me here…

    I totally agree Jason, but I find it such an uphill struggle to convince business owners to participate in SM. They feel it’s not worth their time. I set them up with a Twitter account for instance, only to see they have abandoned it two weeks later after posting a few links to their blog. They cannot move away from the hard sale mindset, this attitude has gotten worse due to the recession.

    Can you persuade business owners that Twitter – or any social media – has value when their livelihood is under threat and they need results today? (I work with some really stressed brick and mortar retailers who see Social Media as an indulgence!)

    @stylecampaign

    Anna Yeaman’s last blog post..Convert video to gif for email + Twilight demo

  • http://stylecampaign.com/blog/ Anna Yeaman

    Thanks @djwaldow for sending me here…

    I totally agree Jason, but I find it such an uphill struggle to convince business owners to participate in SM. They feel it’s not worth their time. I set them up with a Twitter account for instance, only to see they have abandoned it two weeks later after posting a few links to their blog. They cannot move away from the hard sale mindset, this attitude has gotten worse due to the recession.

    Can you persuade business owners that Twitter – or any social media – has value when their livelihood is under threat and they need results today? (I work with some really stressed brick and mortar retailers who see Social Media as an indulgence!)

    @stylecampaign

    Anna Yeaman’s last blog post..Convert video to gif for email + Twilight demo

  • http://stylecampaign.com/blog/ Anna Yeaman

    Thanks @djwaldow for sending me here…

    I totally agree Jason, but I find it such an uphill struggle to convince business owners to participate in SM. They feel it’s not worth their time. I set them up with a Twitter account for instance, only to see they have abandoned it two weeks later after posting a few links to their blog. They cannot move away from the hard sale mindset, this attitude has gotten worse due to the recession.

    Can you persuade business owners that Twitter – or any social media – has value when their livelihood is under threat and they need results today? (I work with some really stressed brick and mortar retailers who see Social Media as an indulgence!)

    @stylecampaign

    Anna Yeaman’s last blog post..Convert video to gif for email + Twilight demo

  • http://stylecampaign.com/blog/ Anna Yeaman

    Thanks @djwaldow for sending me here…

    I totally agree Jason, but I find it such an uphill struggle to convince business owners to participate in SM. They feel it’s not worth their time. I set them up with a Twitter account for instance, only to see they have abandoned it two weeks later after posting a few links to their blog. They cannot move away from the hard sale mindset, this attitude has gotten worse due to the recession.

    Can you persuade business owners that Twitter – or any social media – has value when their livelihood is under threat and they need results today? (I work with some really stressed brick and mortar retailers who see Social Media as an indulgence!)

    @stylecampaign

    Anna Yeaman’s last blog post..Convert video to gif for email + Twilight demo

  • http://understandingmarketing.com/ Chrisanne Sternal

    This post is great. I know so many friends in agencies and corporate marketing departments who talk about social media and promote it yet they aren’t even on a single site. They say they can’t be bothered. Until I went out on my own and needed it to promote my business, I didn’t really want to try either. But when I dipped my toes in the water I realized it wasn’t that hard and it can be fun. Maybe even slightly addictive.

    I’d love to anonymously send this to some old bosses who are the worst offenders at this.

    Chrisanne Sternal’s last blog post..Organize Your Marketing Message by Recycling

  • http://understandingmarketing.com/ Chrisanne Sternal

    This post is great. I know so many friends in agencies and corporate marketing departments who talk about social media and promote it yet they aren’t even on a single site. They say they can’t be bothered. Until I went out on my own and needed it to promote my business, I didn’t really want to try either. But when I dipped my toes in the water I realized it wasn’t that hard and it can be fun. Maybe even slightly addictive.

    I’d love to anonymously send this to some old bosses who are the worst offenders at this.

    Chrisanne Sternal’s last blog post..Organize Your Marketing Message by Recycling

  • http://understandingmarketing.com/ Chrisanne Sternal

    This post is great. I know so many friends in agencies and corporate marketing departments who talk about social media and promote it yet they aren’t even on a single site. They say they can’t be bothered. Until I went out on my own and needed it to promote my business, I didn’t really want to try either. But when I dipped my toes in the water I realized it wasn’t that hard and it can be fun. Maybe even slightly addictive.

    I’d love to anonymously send this to some old bosses who are the worst offenders at this.

    Chrisanne Sternal’s last blog post..Organize Your Marketing Message by Recycling

  • http://understandingmarketing.com Chrisanne Sternal

    This post is great. I know so many friends in agencies and corporate marketing departments who talk about social media and promote it yet they aren’t even on a single site. They say they can’t be bothered. Until I went out on my own and needed it to promote my business, I didn’t really want to try either. But when I dipped my toes in the water I realized it wasn’t that hard and it can be fun. Maybe even slightly addictive.

    I’d love to anonymously send this to some old bosses who are the worst offenders at this.

    Chrisanne Sternal’s last blog post..Organize Your Marketing Message by Recycling

  • http://www.spinningsilkmultimedia.com/ Patrick

    It’s not just “social media” but the fact that social media is supposed to be so personal really amplifies the issue. I have encountered the same issues with web site content, podcasting, business blogging, etc.

    When did business people start thinking it was ok to be ignorant just because their is a “computer” involved. What happened to tossing out fears and just learning the tools of the trade so to speak? I suppose you may have had the same thing to degree when only secretaries typed.

    I see constant Twitter bios where people say they are “Social Media Experts.” When it comes to social media their is only ONE expert – YOU! (As in the person who owns the account so to speak). To another degree the same goes with business blogging. They are people out their “claiming” they “don’t have time to blog.”

    At one time I thought it would be a good business idea to write or rather have my company do the writing (not talking about editing) for those who “didn’t have time.” I have realized that is just as foolish of an endeavor. Our focus now however is to teach our clients the important of recognizing that they are the “experts” on themselves and/or their company as opposed to a third party.

    I hope to constantly learn and teach social media ideas and principles to be but never brand me and “expert” it’s my mission to help my clients communicate their expertise not to set myself up as one in the arena of social media except for my own accounts.

    Patrick’s last blog post..The Big Switch

  • http://www.spinningsilkmultimedia.com/ Patrick

    It’s not just “social media” but the fact that social media is supposed to be so personal really amplifies the issue. I have encountered the same issues with web site content, podcasting, business blogging, etc.

    When did business people start thinking it was ok to be ignorant just because their is a “computer” involved. What happened to tossing out fears and just learning the tools of the trade so to speak? I suppose you may have had the same thing to degree when only secretaries typed.

    I see constant Twitter bios where people say they are “Social Media Experts.” When it comes to social media their is only ONE expert – YOU! (As in the person who owns the account so to speak). To another degree the same goes with business blogging. They are people out their “claiming” they “don’t have time to blog.”

    At one time I thought it would be a good business idea to write or rather have my company do the writing (not talking about editing) for those who “didn’t have time.” I have realized that is just as foolish of an endeavor. Our focus now however is to teach our clients the important of recognizing that they are the “experts” on themselves and/or their company as opposed to a third party.

    I hope to constantly learn and teach social media ideas and principles to be but never brand me and “expert” it’s my mission to help my clients communicate their expertise not to set myself up as one in the arena of social media except for my own accounts.

    Patrick’s last blog post..The Big Switch

  • http://www.spinningsilkmultimedia.com/ Patrick

    It’s not just “social media” but the fact that social media is supposed to be so personal really amplifies the issue. I have encountered the same issues with web site content, podcasting, business blogging, etc.

    When did business people start thinking it was ok to be ignorant just because their is a “computer” involved. What happened to tossing out fears and just learning the tools of the trade so to speak? I suppose you may have had the same thing to degree when only secretaries typed.

    I see constant Twitter bios where people say they are “Social Media Experts.” When it comes to social media their is only ONE expert – YOU! (As in the person who owns the account so to speak). To another degree the same goes with business blogging. They are people out their “claiming” they “don’t have time to blog.”

    At one time I thought it would be a good business idea to write or rather have my company do the writing (not talking about editing) for those who “didn’t have time.” I have realized that is just as foolish of an endeavor. Our focus now however is to teach our clients the important of recognizing that they are the “experts” on themselves and/or their company as opposed to a third party.

    I hope to constantly learn and teach social media ideas and principles to be but never brand me and “expert” it’s my mission to help my clients communicate their expertise not to set myself up as one in the arena of social media except for my own accounts.

    Patrick’s last blog post..The Big Switch

  • http://www.spinningsilkmultimedia.com Patrick

    It’s not just “social media” but the fact that social media is supposed to be so personal really amplifies the issue. I have encountered the same issues with web site content, podcasting, business blogging, etc.

    When did business people start thinking it was ok to be ignorant just because their is a “computer” involved. What happened to tossing out fears and just learning the tools of the trade so to speak? I suppose you may have had the same thing to degree when only secretaries typed.

    I see constant Twitter bios where people say they are “Social Media Experts.” When it comes to social media their is only ONE expert – YOU! (As in the person who owns the account so to speak). To another degree the same goes with business blogging. They are people out their “claiming” they “don’t have time to blog.”

    At one time I thought it would be a good business idea to write or rather have my company do the writing (not talking about editing) for those who “didn’t have time.” I have realized that is just as foolish of an endeavor. Our focus now however is to teach our clients the important of recognizing that they are the “experts” on themselves and/or their company as opposed to a third party.

    I hope to constantly learn and teach social media ideas and principles to be but never brand me and “expert” it’s my mission to help my clients communicate their expertise not to set myself up as one in the arena of social media except for my own accounts.

    Patrick’s last blog post..The Big Switch

  • http://blog.ariamedia.com/ Ryan Thompson

    Bravo! Couldn’t agree more. We constantly see traditional agencies “moving” to digital by a fresh hire. Always fails.

    Ryan Thompson’s last blog post..Job Opening – Interactive Designer

  • http://blog.ariamedia.com/ Ryan Thompson

    Bravo! Couldn’t agree more. We constantly see traditional agencies “moving” to digital by a fresh hire. Always fails.

    Ryan Thompson’s last blog post..Job Opening – Interactive Designer

  • http://blog.ariamedia.com/ Ryan Thompson

    Bravo! Couldn’t agree more. We constantly see traditional agencies “moving” to digital by a fresh hire. Always fails.

    Ryan Thompson’s last blog post..Job Opening – Interactive Designer

  • http://blog.ariamedia.com Ryan Thompson

    Bravo! Couldn’t agree more. We constantly see traditional agencies “moving” to digital by a fresh hire. Always fails.

    Ryan Thompson’s last blog post..Job Opening – Interactive Designer

  • Pingback: Old dogs need to learn the new tricks - Digital Street Journal

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  • http://www.spinningsilkmultimedia.com/ Patrick

    Those “old dog” comments drive me insane. As many of you know it’s not just a social media problem. It’s an overall attitude problem. I have heard the same thing about using computers, driving automatic transmission, not eating in anything but a meat and three restaurant, etc.

    Excuses, Excuses, Excuses. I am not as old as my parents and their friends who say much of this same stuff nor am I as “hip to the scene” as a lot of the 20 year olds. I am 43 but I do recognize the value in learning from the wisdom of my parents in their 70′s but at the same time never forgetting the wonderment of a child and willingness to experiment.

    During this tough economy I have been having to do other job to supplement the business I currently own. I have been literally getting my hands dirty helping a friend with a cleaning business clean toliets and also driving around the country side picking up scrap metal. They think I am a bit off my rocker and tell me they would rather be doing a desk job or sitting at a computer but I have actually been enjoying getting my hands dirty. I am getting a firmer grasp on what some of my clients are going through. I wish I had not been so sheltered a good part of my life from such tasks. I feel I have learned more in the past few weeks than in the rest of my life.

    The same goes with technology and the unique ways we can connect with people.

    “old people” quit being “Old People” just because you are a certain age doesn’t mean you have to stop learning or pass the buck to “younguns” as the “young people” say – EPIC FAIL!

  • http://www.spinningsilkmultimedia.com/ Patrick

    Those “old dog” comments drive me insane. As many of you know it’s not just a social media problem. It’s an overall attitude problem. I have heard the same thing about using computers, driving automatic transmission, not eating in anything but a meat and three restaurant, etc.

    Excuses, Excuses, Excuses. I am not as old as my parents and their friends who say much of this same stuff nor am I as “hip to the scene” as a lot of the 20 year olds. I am 43 but I do recognize the value in learning from the wisdom of my parents in their 70′s but at the same time never forgetting the wonderment of a child and willingness to experiment.

    During this tough economy I have been having to do other job to supplement the business I currently own. I have been literally getting my hands dirty helping a friend with a cleaning business clean toliets and also driving around the country side picking up scrap metal. They think I am a bit off my rocker and tell me they would rather be doing a desk job or sitting at a computer but I have actually been enjoying getting my hands dirty. I am getting a firmer grasp on what some of my clients are going through. I wish I had not been so sheltered a good part of my life from such tasks. I feel I have learned more in the past few weeks than in the rest of my life.

    The same goes with technology and the unique ways we can connect with people.

    “old people” quit being “Old People” just because you are a certain age doesn’t mean you have to stop learning or pass the buck to “younguns” as the “young people” say – EPIC FAIL!

  • http://www.spinningsilkmultimedia.com Patrick

    Those “old dog” comments drive me insane. As many of you know it’s not just a social media problem. It’s an overall attitude problem. I have heard the same thing about using computers, driving automatic transmission, not eating in anything but a meat and three restaurant, etc.

    Excuses, Excuses, Excuses. I am not as old as my parents and their friends who say much of this same stuff nor am I as “hip to the scene” as a lot of the 20 year olds. I am 43 but I do recognize the value in learning from the wisdom of my parents in their 70′s but at the same time never forgetting the wonderment of a child and willingness to experiment.

    During this tough economy I have been having to do other job to supplement the business I currently own. I have been literally getting my hands dirty helping a friend with a cleaning business clean toliets and also driving around the country side picking up scrap metal. They think I am a bit off my rocker and tell me they would rather be doing a desk job or sitting at a computer but I have actually been enjoying getting my hands dirty. I am getting a firmer grasp on what some of my clients are going through. I wish I had not been so sheltered a good part of my life from such tasks. I feel I have learned more in the past few weeks than in the rest of my life.

    The same goes with technology and the unique ways we can connect with people.

    “old people” quit being “Old People” just because you are a certain age doesn’t mean you have to stop learning or pass the buck to “younguns” as the “young people” say – EPIC FAIL!

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  • http://175proof.com/ Derrick Koh

    Totally agree with your insight, Jay. I am increasingly easier time pushing a social media agenda in my company – the PR function is won over, the marketing function – slowly but surely and sales team doesnt get it yet. But I believe the champion of this initiative needs to invest time to go covert and get some great results first. Then merchandise the heck out of it to the management. Rinse and repeat. It should eventually get them to embrace. Slowly but surely. Good luck.

  • http://175proof.com/ Derrick Koh

    Totally agree with your insight, Jay. I am increasingly easier time pushing a social media agenda in my company – the PR function is won over, the marketing function – slowly but surely and sales team doesnt get it yet. But I believe the champion of this initiative needs to invest time to go covert and get some great results first. Then merchandise the heck out of it to the management. Rinse and repeat. It should eventually get them to embrace. Slowly but surely. Good luck.

  • http://175proof.com/ Derrick Koh

    Totally agree with your insight, Jay. I am increasingly easier time pushing a social media agenda in my company – the PR function is won over, the marketing function – slowly but surely and sales team doesnt get it yet. But I believe the champion of this initiative needs to invest time to go covert and get some great results first. Then merchandise the heck out of it to the management. Rinse and repeat. It should eventually get them to embrace. Slowly but surely. Good luck.

  • http://175proof.com Derrick Koh

    Totally agree with your insight, Jay. I am increasingly easier time pushing a social media agenda in my company – the PR function is won over, the marketing function – slowly but surely and sales team doesnt get it yet. But I believe the champion of this initiative needs to invest time to go covert and get some great results first. Then merchandise the heck out of it to the management. Rinse and repeat. It should eventually get them to embrace. Slowly but surely. Good luck.

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  • Rob Leavitt

    Social media takes a village – RT @tweetmeme Delegation Equals Death in Social Media http://tr.im/k4Iq

  • http://twitter.com/kfinnegan/status/2318521044 Keith Finnegan

    Reading "Delegation Equals Death in Social Media" (@jaybaer): http://bit.ly/iWJfi Good points.

  • http://twitter.com/mjgagnon/status/2318561016 Marie-Josee Gagnon

    RT @jaybaer: Why you can’t outsource authenticity. Delegation Equals Death in Social Media. http://bit.ly/lN6TS

  • http://twitter.com/feinys/status/2318862785 Michael Feinberg

    Everyon e on your team needs to participate and understand social media to succeed with a program http://bit.ly/QRliG

  • Pingback: virtualoptions (Virtual Options)

  • http://twitter.com/virtualoptions/status/2331601378 Dawn Jensen

    RT @jaybaer Why you can’t outsource authenticity. Delegation Equals Death in Social Media. http://bit.ly/lN6TS – Absolutely!

  • http://twitter.com/jeffhurt/status/2333339491 Jeff Hurt

    Delegation Equals Death in Social Media by @jaybaer [Y Every1 At Your Org Needs 2 be Involved] http://ow.ly/fP0v

  • http://twitter.com/deirdrereid/status/2333597988 Deirdre Reid

    RT @JeffHurt: Delegation Equals Death in Social Media by @jaybaer [Y Every1 At Your Org Needs 2 b Involved] http://ow.ly/fP0v

  • http://twitter.com/chuckhemann/status/2387397644 chuckhemann

    RT @tweetmeme Delegation Equals Death in Social Media | PR 2.0 | Social Media Consulting – Convince & Convert http://tr.im/k4Iq

  • http://twitter.com/jessekanclerz/status/2943259589 Jesse Kanclerz

    Interns don’t transform brands. So don’t expect them to make social media work for your company! http://cli.gs/g5UqQa

  • http://twitter.com/jimritt/status/6567496234 JimRitt

    RT @jaybaer Delegation Equals Death in Social Media | PR 2.0 | Social Media Consulting – Convince & Convert http://bit.ly/Z8SM7

  • http://www.care2.com/causes/trailblazers/ Sue Anne Reed

    As part of #smwsf yesterday, the folks from Fenton gave a great presentation about new communications today (called the #newnormal). One of the suggestions I loved was the “bring a digital native to work” day. I agree with you that managers, executives, etc. can’t just delegate and outsource digital strategy and execution to the younger generation. They have to be willing to get their hands dirty.

    Are you still hearing the same things today about this that you were two years ago, or a year ago?

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/