The Media Fat Diet

May 12th, 2011

From Atkins to South Beach, from Men’s Health Magazine to Shape and from Twitter to Facebook (and everything in between), we are bombarded with messages for the latest in diets, fitness tips and best way to “get healthy now!” It seems like each and every day there’s a new, “best abs workout ever!” My bookcase at home is filled with titles like The Four Hour Body and The Primal Blueprint. And my kitchen is littered with “healthy eating” cookbooks and recipes.

Media is no different.

Although I wasn’t around for it, I’m sure the transition from print to radio and TV led to huge claims of a “better this or better that.” With the introduction of the Internet, we were told (and we told our clients) that they better get on board, “This is the big thing.” Everyone needed to have a huge “new media” plan. And, God knows if you weren’t podcasting, you were invisible. Don’t get me started on Social Media.

The point is that there’s only one tried and true diet plan. Only one that works every single time. And only one that isn’t a fad, at all. Eat less and exercise. If you eat less and exercise more, you’ll lose weight. You’ll have more energy. You’ll think more clearly. Now, admittedly, there are a wide variety of ways to eat less and you can tweak your exercise for different results, but the bottom line is if you don’t eat less and if you don’t exercise – you’re not going to lose any weight (for the long haul).

Like a healthy diet, there’s only one tried and true way to generate media results (however those results may be defined): Good content and/or good products. And, yes, there are a wide variety of ways to promote that content or sell those products, just like there are different ways to lose your weight. But, the mistake that gets made is the assumption that every company should take advantage of the latest “fad media diet.”

I’ve heard it over and over about how “every company needs to have a highly thought-out, well executed social media plan.” Really? Why? Simply because the consumers can have a loud voice? Aren’t there campaigns, messages and more that might not resonate loudly in the social space? Do we think that our clients should automatically be in broadcast, print, online or any other message distribution execution? Why do we think that our clients should automatically “be all over social media?” Just because it’s possible to “check-in” doesn’t mean it helps to do so.

What we seem to forget is that social media is simply that – another form of media. As a result, just like broadcast may or may not work for a client (for whatever reasons), social media may not be the best place to invest dollars. Is it an easy way to listen to your customers – maybe. But, you know what? Maybe not. 

I went to a panel discussion the other night about “Collective Influence.” It was hosted by one of the fast growing social media agencies that generates huge revenues working with big time clients. And for that – I applaud them. But, as I walked around their offices and looked at all the impressive materials they produced for their clients, I noticed something – some of the “biggest influencers” of their clients (mostly on Twitter), had posted two or three Tweets. Is that really influence? Really. I’m curious.

The panel consisted of real “thought leaders,” heavy-hitting CMOs and experts. And, while I agreed with one of the basic premises of the night – that influence was moving from eyeballs and ears to hearts and minds – I had a big problem with the final definition of what “collective influence” actually is. It was ultimately defined as “the shift from ONE to many to ANY to many.” Doesn’t that very definition discount the earlier premise about hearts and minds?

I think the definition of “collective influence” isn’t so much about “many” (as that’s eyeballs and ears), but instead needs to be “…and so on.” Collective Influence is about creating an empowering environment where each of the individuals that make up the “many” feel empowered to create many more “manys.” In short, collective influence is that old Pert commercial, “And she told two friends and so on and so on and so on…” And so on. (Or if you really feel the need to do the “If the glove don’t fit, you must acquit” rhyme thing: any ONE to many ONE.)

The truth is that regardless of the “power” of social media, it’s not for everyone the same way that the Atkins Diet isn’t for everyone. Or the Pritikin Diet before that. Or Kirstie Alley’s new weight loss product line. That’s not to say that it’s a fad. It is, however, not the end all (just ask Pepsi).

Eat right and exercise. Have great content and/or a great product. You know what happens – you look great AND your brand kicks ass.