Your print ads won an Addy award, but didn’t generate the sales numbers you forecasted. You pull them.
Your radio spots were a dud. Maybe it was the script? You pull them too.
Your billboard, while clever as hell, had no call to action. You pull that too.
Your social media efforts have proven to be more work than you thought and no matter what you try, you just aren’t seeing the kinds of returns you expected. Sorry, there’s no rip cord to pull for the parachute here.
If your brand has walked to the edge of the great abyss and looked down into the social media plunge you know there’s really no turning back. Like they say in James Cameron’s movie, The Abyss..
“This here’s a bottomless pit, baby, two and a half miles, straight down.”
But don’t let that get you down. Truth is probably what you need right now. And the truth is once you start down the Abyss that is social media- listening to and engaging customers, creating relevant content sometimes for multiple audiences in the form of blog posts, pod casts, videos, white papers, and measuring the results of what drives traffic to your Website, what truly engages, what people actually say about your industry and your brand, you have both a run on sentence and a ton of work to do.
The debates of whether or not to jump off the edge and into the Social Media Abyss are over. If you’re not using social media today, you’ve already lost to your competition. So, if you’re swimming in the Abyss your only option is to “Go Dory” from Finding Nemo and just keep swimming.
Jeez, how many ocean related movies is this guy going to use?
Just one more.
Failure to keep your social media efforts alive in the Abyss are the difference between creating one of the best sci-fi movies ever made like James Cameron did, or being the scourge of the ocean like Kevin Costner’s career since he starred, appeared in Water World.
