Insights from Nebo

Social media marketing is broken. It’s broken for several reasons. Some we can control. Many we can’t. The main challenge marketers have in creating a long-term, coherent social media marketing program is that the social landscape is chaos personified.

There are many drivers for this (and we explore those below), but chaos represents both opportunities and challenges. The first step is understanding why there is chaos. The next is understanding what we can control. The final step is creating a strategy to help navigate and thrive in the ever-changing social realm.

However, let’s start with some of the main reasons the social sphere is in disarray.

You don’t need a weather app to know it’s like a zillion degrees right now. We get flop sweat just walking to lunch. Our hot coffees have been replaced by iced coffees. And we bake like cookies as soon as we get in our cars.

So what’s a work-hard-play-hard company like Nebo to do? Make our own ice cream of course!!

When was the last time a brand went out of its way to make you feel special… through an email? Probably never. The truth is, too many marketing emails are making their subscribers feel like they’re dating someone they’re not really into. Let me tell you why.

It’s Friday and you’re wondering why you’re back at work. You spent the week celebrating the Red, White and Beer, and now you’re sunburned and all burgered out. Blame the chlorine or the salt water. Or the seemingly unending spread of wings, nachos, bean dips and America’s trendiest snack — guacamole.

Social media is all about the new and now. Wendy’s and Moon Pie flirt in real time. Pittsburgh Penguins do battle with actual penguins. And Old Spice picks fights with just about everybody.

That’s right, no matter how carefully you plan your editorial calendars, #socialhappens. At one point or another, every company needs to promote an impromptu event, respond to a news story or launch an instant media campaign.

In my formative teenage years, my idea of a work environment was shaped by my favorite TV shows. I religiously watched “The Office” and “Workaholics,” both of which had the same sort of blandness to their office spaces. Everyone stayed in their cubicles, upper management had their own offices (which you’d never want to find yourself in), people wore skirts or ties every day, and employees would count down the minutes until they put in their eight hours and could go home.