Going forward, content publishers will get a one-time warning before YouTube starts issuing punishments for rule violations.
That’s nice of them.
But why would you want to build your marketing machine on a platform that has the power to punish you in the first place?
Facebook, Twitter, Instagram, LinkedIn, YouTube and all the rest have rules – rules that they can modify however and whenever they like. Break them at your own risk.
You know which medium doesn’t have any of this? Email.
Because nobody’s in charge.
There’s no central email provider; nobody owns email.
It’s a democratized, distributed system – the recipients of your email are the only ones who get to decide whether your messages keep coming.
I dabble in social media, but my business runs on email.
It was well written: No jargon, conversational, lots of detail.
All the bases covered in terms of what makes for a good newsletter story.
Except one: It was boring.
It didn’t pass a critical test: “Would I tell somebody this story in this way if we were just sitting together chatting?”
In other words, are you telling this story in your newsletter, blog, presentation, podcast or whatever, because you “need” a story to tell, or because you’ve got something worth telling?
It can be the difference between grabbing my attention and putting me to sleep.
I was doing research, trying to identify and get in touch with certain types of associations and companies.
In some cases it was easy – there was either a “contact us” button in the navigation or an obvious link in the footer (the two “standard” locations).
In others, though, it was a scavenger hunt without any clues. A couple of times I just gave up.
Simple rule of thumb: If you want people to hire you, there’s a good chance they may want to get in touch first.
After I ordered breakfast and had already sat down, they told me they were out of what I wanted but would happily substitute something else. That’s fine.
Yesterday, in Starbucks, when I asked for a wet towel to wipe down the table, they gave me the towel and … my entire order for free, without my saying another word. That’s wow.
In Panera, they have deliberately covered up nearly every electrical outlet and the WiFi is always slow. That’s ugh.
In Starbucks, there are nearly as many outlets as there are seats and the WiFi is always fast. That’s yay.
One company is focused on maximizing today’s profits.
One company is focused on having me come back often and talk about them with others.
Which company would you rather own a piece of?
Last week, I met someone who no longer uses Facebook.
Frequently, I encounter people who are not on Instagram.
Two questions for you:
1. When was the last time you heard somebody say, “I don’t have an email address?”
2. Given all of the above, when it comes to marketing, why are you so excited about social media and so uninterested in email?