In addition to launching a new homepage, we have decided to put an official end to the VaynerMedia blog. As you may have noticed, we haven’t produced quality content in some time. We are proud of the articles we have published in the past but have found that we are far stronger in executing on social strategies for our clients than we are producing content on a daily basis. Thank you to everyone who has read and/or commented on our blog posts in the past. The blog will still remain as an archive, but as mentioned, updates will no longer be published here.
I find this interesting for a number of reasons.
First, this change seems to contradict the advice that Gary Vaynerchuk gives in his book, Crush It!, and in countless talks on business development and branding. When Vaynermedia first launched, I noticed that the blog posts seemed to be slightly anemic. Here is a firm consulting major clients on blogging and other forms of social media, yet their own blog seems to be an afterthought. Vaynermedia’s branded social media accounts are also somewhat sparse when it comes to updates.
That leads to the next thought, how are these people bringing in huge clients without engaging in the very tactics that their firm offers to their clients?
This question points to what I think is the real lesson. While Vaynermedia, as a firm, is not engaged in social media as a means for client development, brothers Gary and AJ are very much engaged in social media on a personal level. Gary’s video blogs, podcasts, twitter stream, facebook page, etc., are extremely active and engaged. While AJ is not as visible in the public eye, he too is very active in various social media. Therefore, the firm’s online presence is established by the firm’s key personnel.
The takeaway for me is that while companies need to have an established presence in social media to expand reach, the best results come from the personal involvement of key personnel. In other words, social media marketing isn’t going to be successful if it is relegated to “the marketing department.” The real engagement with clients and prospective clients (and others in your industry) comes from personal involvement by the real experts. You can hire a consultant to set up a blog or provide training on etiquette or other technical considerations, but YOU have to be engaged.
Considered another way, if you are spending time and money marketing to your clients and prospects, you want the marketing materials in the hands of the decision makers. If your reach only extends to their receptionist, you aren’t going to get fair consideration. For social media marketing to be effective, it requires engagement between the actual provider of services and the economic buyer (the person or persons responsible for making a decision to hire your firm).