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By now, you know I’m a fan of social media.  I believe it has enormous potential, and is enormously underused in the title and mortgage industry. In fact, I think there are a lot of communications and marketing tools out there that we’re not taking advantage of. But you know what?  In some cases, that’s for the best. 

Some businesses are better off going “old school” (traditional mailers, brochures, advertising) if they’re not willing or able to use the new stuff effectively.

You see, I also observe quite a few from my world (PR, marketing, branding, angry former LeBron fans) who tend to recommend communications channels without regard to their effectiveness in a specific situation.  Five years ago, we were told that everybody simply must blog.   The result was tens of thousands of blogs that repeated the corporate mission statement, and were updated once a year.  I’m confident little good came from those efforts. 

I, for one, am dying to try some newer techniques in the mortgage industry.  I’m still looking to be The Guy Who Did The First Successful Viral Campaign in the settlement services industry.  But, let’s be honest.  I’m still looking for stunning visuals in that industry too.  Until I do, I’m not going to be telling my clients why they need to be on You Tube.

Here are a few other examples of communications channels that we sometimes use just for the sake of using them.  All valid, all effective…but only when paired with the right audience and the right strategy:

Viral Marketing:  This works when you have a visual or a message that is so compelling that a great deal of recipients need to forward it to friends and contacts, who grow the “virus” by doing the same.  Oh, and by the way, that forwarded message needs to not only be compelling, but somehow that message must support your brand and brand message.  A forwarded video of your most articulate communications specialist reading your corporate boilerplate is not a viral campaign.

Imbedded Video:  Don’t get me wrong.  Video is great, and easier than ever to use.  But I see quite a few Web sites out there where the video is painful to access, and then even more painful to endure.  Many times, it’s just somebody reading a message.  And usually, it’s somebody with a voice made for silent movies.  If you’re going to do video, make sure it flows seamlessly with the rest of the content on your site.  Make sure that it provides something more than just giving sound to the words already on the site.  And have someone doing it that’s comfortable doing it!  Please!

Social Media:  I discuss this frequently, so no need to belabor the point.  It’s not for advertising.  It’s not for surveillance.  It’s for networking.  One gets out of it what one puts into it, and that means providing content of value.  If you want to win new customers, a Twitter account updated once a month announcing you’ve added an Executive Assistant isn’t going to get ‘er done.

Blogging:  Near and dear to my heart.  Just like any marketing medium, one needs to ask “what do I hope to accomplish with this?”  If I’m seeking to make my executives and employees trusted advisors to potential clients, will blog posts about what they did over the weekend help?  Oh, and if you blog, please post more than once a quarter.  (I know, I know.  Physician:  heal thyself.)

I’m a fan of all of these channels.  I really am.  But, no differently than direct mail, e-mail marketing, advertising and the like, these are tools, not ends.  Have an effective message, have a plan, then execute it.  Otherwise, save your time and money!