This post is inspired by Laws of Subtraction - the subject of next weeks Engaging Brand podcast.
The business book is how often taking something away is better for creating value than adding something extra. The book by May, gives the example of an artist...the creativity comes within the boundaries of the canvas..
That made me think about web overload or social media burnout...
The social web and related social marketing strategies are boundless in scope....therefore when something has no boundaries does that negatively effect the creativity?
When there are no boundaries, problems arise for both business and consumer
For the business - if you can market or sell in so many different ways, do you do a lot of work but the quality suffers? Do you spread yourself too thin? Do you become almost too creative for your own good! If the social web continues to experiment and bring in new tools - how do you keep up with the technology?
For the consumer - if there is so much choice - how do you choose?
The answer lies in creating your own boundaries. Niche marketing to customers who you completely understand and who you target. Assessing social media to 3 filters
- Does this social media suit our personality?
- Do our target customers use this social media tool?
- Does this achieve our strategic goals - or are we doing it because others are doing it!
When you create boundaries then you can focus on the social media masterpiece and attract the "moaning lisa!" that is overcome with so much information.....in you restricting your focus, you can then simplify for the customer...delivering...
a win-win!
