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The fact that you actually exist in social media is irrelevant. If you’re going to promote your social media accounts, do so with some sort of specific message, a rationale, and a call to action.
Please stop wasting your money promoting your social media accounts.
(watch video to see RANT and my hand-drawn example)
Recently, I was out on some college tour visits with my daughter, starting to look around. We went to some schools in North Carolina, and while at the Charlotte airport I saw this billboard:
You can see the stanchion here and the cone over here. So just to give you a sense of how big this is, it is something like a 15 feet tall advertisement, in the Charlotte airport, right outside of security, with thousands and thousands of people passing by on a regular basis.
Now, I stood here and looked at this sign for quite a while to see if anybody would actually pause to note what this sign was, and jot down one of the social media accounts. And nobody did. Why? Because this does not provide any information. I assumed, based on the fact that this is for OrthoCarolina, that it is some sort of orthopedic hospital. But again, that’s only an assumption, because none of that information is contained on this sign, other than the very catchy “The hand bone’s connected to the smartphone” line, which really is quite groan inducing.
I’ve got nothing against these guys, other than the fact that they just wasted a shit ton of money on a giant ad in an airport. Why would I ever, ever want to go to the Instagram account of an orthopedic hospital, generally speaking? Now, maybe these guys are rocking out Instagram. (you decide) Maybe they have this really interesting and clever way to handle Instagram for an orthopedic hospital. But if that’s the case, then you need to mention that here, on this ad.
The fact that you actually exist in social media is irrelevant. It’s table stakes.
If you’re going to promote your social media accounts, do so with some sort of specific message, a rationale, and a call to action. You have to tell me why this is worth my time. Quit wasting your money putting a Facebook icon and a Twitter icon and, in this case, a Vimeo icon (of all things) on paid advertising.
It is insane.
Sprout Social Shoutout
Today’s Sprout Social Shoutout is for Scott Stratten, the author of “UnMarketing” and a number of other fantastic books. Scott specializes in this type of rant and things that drive him crazy. This one drove me crazy. If you’re not following Scott, who’s @UnMarketing on Twitter and other social media outlets, you are doing yourself a disservice.
About Jay Today
This video is f
rom Jay Today is my near-daily 3-minute video where I talk about social media, content marketing, business and life. JayToday is available on Youtube, iTunes (as a video podcast, and now as an audio podcast too), and at JayToday.tv. 
The show is sponsored by Sprout Social (which I use for my social media), and Candidio (a great video editing service).
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