Newsjacking Angelina Jolie

Posted on May 15, 2013 by Jill Jensen

You may find no better subject for newsjacking than Lara Croft, Tomb Raider. The New York Times op-ed piece by Angelina Jolie—My Medical Choice—caused a big stir and lit up the interwebs within hours of its publication on May 14, 2013. And it was still going strong a day later.

Did you get on the bandwagon? Did you newsjack this story? Or were you curating content? Each approach has its merits, but you need to be aware of what you’re doing so you can be effective and efficient. Since trend data on this topic may not even show up for a couple of days, you want to engage the conversation at the sweet spot where everyone’s still talking.

Newsjacking provides your expert, quotable insights on a topic. (See our recent post, Newsjacking: Seize the Second Paragraph, for details.) It offers your original perspective and helps position you as the go-to source for more information on the issue. If breast care, cancer care, or genetic testing are important services for your organization, be prepared to join the conversation quickly.

Mary Greeley Medical Center in Ames, Iowa, took that approach by repurposing relevant content for the current context. Key points? They knew they had an existing piece that fit the bill—a patient’s decision after genetic testing—and they understood how to reframe and expand it with original information to hit the topic of the day. Of course, they were paying attention to the news and took advantage of the opening.

https://twitter.com/MaryGreeley/status/334328983313326081

When you curate content, you sort through the fire hose of online information, pull out interesting links from assorted sources, and republish them under a cohesive theme with a bit of context as framework.

Curating content is a valuable service—one that definitely should be part of your marketing toolkit. But why not take a few minutes to talk with the breast care/cancer care/genetic testing specialists at your facility, gather comments on the issues involved, and be ready to make an original contribution to the conversation? You’ll build credibility in your own market, as well as with news organizations who will recognize your value and come knocking the next time they need expert input.

Whether you newsjack or curate, go light on the self-promotion. Just being in the conversation—and providing information that helps your readers—garners more than enough attention. Remember, it’s always about being helpful to your audience first.

Newsjacking: Seize the Second Paragraph

Posted on April 30, 2013 by Jill Jensen

After a couple of weeks filled with amazing news headlines — from letters filled with ricin sent to a senator and the U.S. president, to bombings at the 2013 Boston Marathon, to deadly explosions at a fertilizer plant in West, Texas — newsjacking might seem like a no-brainer for your marketing department. But take care to know what’s really involved and establish some basic guidelines for your organization to follow.

Exactly what is newsjacking? According to David Meerman Scott, author of the latest e-book on the subject — Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage — it’s the opportunity to instantly put your organization into the news of the day and keep it there over time. It’s a social media post or news media promotion that points to relevant content in your online media room or blog.

When you newsjack, you provide your expert, quotable insights on the news topic — insights that help position your organization as the go-to source for more information. You want to quickly deliver well-written, verifiable, and valuable information that journalists can quote verbatim — as if they’d talked to you in person. It should flesh out the “why” behind the “who, what, when, where” and help keep the story alive. Your take becomes the second paragraph in the story they’re telling.

Examples range from Kate Middleton’s morning sickness episodes to Oreo tweeting “You can still dunk in the dark” during the Super Bowl lighting snafu to reminders about the warning signs of stroke that appeared after the death of Britain’s Margaret Thatcher. Almost any topic offers an opening for newsjacking. To make the most of it, you need website content that is helpful, welcoming, user-focused, and action-oriented — content that describes how your services benefit your patients and how it fits a news topic. Posting your ‘take’ on the story to your blog also helps search engines find you.

Geonetric client Adventist HealthCare tapped into an online conversation with this successful newsjack:

Want to begin newsjacking? Geonetric can help you get started!

So What is Vine and How Can Healthcare Marketers Leverage It?

Posted on February 20, 2013 by Nicole Knoll

If you haven’t heard of Vine yet, you soon will. Just as Instagram turned sharing filtered photos into a social craze, Vine is poised to revolutionize video clips. Vine users create and share videos that are six seconds or less which are then put on a continuous loop.

Twitter has been the biggest player in the growing popularity of Vine since it acquired the application in October 2012 and launched the free mobile version for iPhone in late January 2013. Just as Twitter’s success is attributed to the character limits imposed on status updates, having a six second time limit to their videos should benefit Vine. Vine’s connection with Twitter will undoubtedly help the application thrive and spread quickly to other social networks as well.

So now that you know what Vine is – what’s it mean for healthcare marketing?

Vine offers great marketing opportunities for your hospital or healthcare organization. Adding Vine to your content marketing toolbox will help add variety to your marketing messaging on social networks. Another advantage to Vine is the simplicity it offers. Instead of investing a lot of time into making a “professional” video for YouTube, you can put together a quick-hit, high-impact video.

Have a blood drive coming up? Maybe you can post a Vine video featuring a few people whose lives have been saved by blood donations saying ‘thank you.’ Or maybe you want to promote weight loss surgery? A quick patient testimonial would be a great way to compliment a tweet about that service. The creative possibilities are endless!

Since Vine is still a new-comer on the social media scene, very few (if any) early adopters are healthcare marketers. If you want to talk more about Vine or other ways to differentiate your organization online, feel free to get in contact with us. We’re always ready to help our clients stand out from the crowd.

Your Social Media Account Was Hacked: Now What?

Posted on February 18, 2013 by Nicole Knoll

A little over two hours ago, Burger King’s Twitter account was hacked. Their profile was made to look like the McDonald’s Twitter account and the hackers began posting tweets no brand would be happy about. About 30 minutes later, the account was suspended. Right now it’s not clear whether it was suspended by the Burger King social media response team or by Twitter itself which takes down accounts that post offensive materials. Either way, Burger King has found itself in a delicate position where their next move is critical.

Their first step is to regain control of their account and change passwords not only on Twitter but all their social media channels. Then, after removing the unwanted tweets and getting their account back online it will be time to acknowledge the situation. They could go with a self-deprecating tweet or simply address their followers in a matter-of-fact way. The worst thing they could do is ignore the attention their account is getting and act like nothing has happened.

McDonald’s has wisely responded already to the event with a tweet stating, “We empathize with our @BurgerKing counterparts. Rest assured, we had nothing to do with the hacking.” McDonald’s knows this situation impacts them almost as much as it does Burger King and their quick response is already spreading rapidly across Twitter. Burger King would be wise to thank McDonald’s for this because that tweet is holding over the Twitter audience while the Burger King account remains suspended.

In the hour between the hacking and Burger King’s account being taken down, the account gained thousands of followers. “Burger King” became a top trend for all of Twitter to see. After their account comes back online they will undoubtedly gain even more followers just to see how Burger King responds. The free press could be seen as the silver lining of this story. If Burger King plays their cards right this could be a great opportunity for them to connect with their expanded audience.

Do you have an emergency plan in place in the event something like this happens to your organization’s social media channels? If not, meet this afternoon or give us a call. It matters that much.

A Hard Lesson Learned in Social Media Account Management from hmv

Posted on February 1, 2013 by Nicole Knoll

After announcing 190 job losses yesterday, British entertainment retail company hmv learned important lessons regarding social media and crisis communication. One employee with access to the @hmvtweets Twitter account tweeted play-by-plays of the layoffs not just from her personal account of @poppy_powers, but from the hmv corporate account itself.

Her first tweet set the stage, “We’re tweeting live from HR where we’re all being fired! Exciting!! #hmvXFactorFiring.” Later she highlighted how easy it was for her to execute the tweets and more disturbingly, why the tweets stayed up on the account for hours allowing the story to spread like wildfire, “Just overheard our Marketing Director (he’s staying, folks) ask “How do I shut down Twitter?” #hmvXFactorFiring.”

Shut down Twitter? Nothing says “unprepared” like that sentence. When a social media crisis appears you should leverage Twitter to mitigate the damage. Acknowledge the situation to your followers and clearly communicate what will happen next. Don’t place blame or act like nothing happened.

This story isn’t just about having more than one social media community manager in place for your accounts as back-up, it’s about appreciating the influence of social media. Social media isn’t just a component of the marketing mix every company should have in place ‘because our competitor is doing it.’ Social media is a valuable tool that can be used to generate real relationships with current and potential customers. And when everyone in your organization understands that, a strong social media identity can take shape that represents the true essence of your company.

Poppy said it perfectly on her own account when explaining her actions, “I hoped that today’s actions would finally show them the true power and importance of Social Media, and I hope they’re listening.”

I too hope many companies listen and learn from this, Poppy.

How the New Facebook Graph Search Impacts Your Healthcare Organization’s Fan Page

Posted on January 17, 2013 by Casey Hansen

Photo: Facebook

Another day, another social media announcement. This time, it’s our friends at Facebook making news with the announcement of their new “Graph Search.”

Essentially, this announcement means better search functionality within Facebook. You’ll be able to easily find friends (and fan pages) that have liked certain things, have visited certain places or know certain people. That’s just a few examples of what will be easily found.

Your Fan Page

Over 1,200 healthcare organizations have official Facebook fan pages that they manage. What do the new changes mean for fan page admins?

The most important way you can use this new feature is to give your fan page content more visibility. Searchers will be able to find your status updates, photos, videos and other content via the Facebook search function. Your Facebook content just got a whole lot more visible and became an even larger tool for spreading your message and services on the Facebook platform.

Quick Tips

It’s safe to say content creation continues to be key. Just as we optimize our website content for searchers, how should you optimize your Facebook content for searchers?

Think strategically about what you’re posting and how it might be shared throughout Facebook.
Utilize keywords where possible (and where it feels “natural”).
Use a variety of content types – status updates, notes, videos and photos are a great start.

In the end, it still comes down to the usual message we share at Geonetric: content is king. We’ll know more in the coming days as the feature is slowly rolled out to users and we get a feel for how it works exactly.

Stay tuned more for strategy ideas surrounding Facebook’s new search functionality.

3 Quick Reasons to Use Countdowns in Social Media Marketing

Posted on January 16, 2013 by Nicole Knoll

When it comes to marketing campaigns, using a countdown isn’t a new idea. It’s a proven tactic – and healthcare marketers should consider incorporating the countdown concept in their social media strategy more often. Particularly when promoting your organization’s events. Whether your goal is to raise awareness of a new hospital opening or register participants for a fundraising event, countdowns can provide great visuals and fresh content across social media channels.

Fresh, Shareable Content

North Kansas City Hospital has been counting down the opening of their new emergency department by posting on Facebook and Twitter. Followers of their social media channels are kept up-to-date on the project and help spread awareness of the new emergency department coming to the area. When their followers like, comment or retweet the post, it then appears on that follower’s social media feed for their followers or friends to see as well. Countdown content also offers great flexibility on the frequency of posts, although having consistent posting intervals are recommended (daily, weekly, etc.)

Social Media Users Respond to Visuals

Incorporating visual elements into your social media marketing efforts has never been more important. According to a recent HubSpot study, photos on Facebook pages receive 53% more likes and 104% more comments than the average post. Pinterest has grown so quickly that it is now the fourth largest traffic driver in the world.

Countdowns provide a great way to incorporate eye-catching posts that will stand out on your social media channels. The best part is the creative opportunities countdowns offer. The countdowns can have visual elements such as numeric graphics, photo teasers, or a combination like Geonetric used for our Operation Overnight charity event.

Build Anticipation

Justin Timberlake went back to the basics when he included a traditional countdown with a simple call to action on a microsite to build anticipation for a future announcement. His team sent out teasers days in advance across his social media channels and kept the reason for the countdown vague to pique interest.

There are many ways to utilize the countdown whether its mysteriously like Timberlake did or more straight forward and informative like counting down to the start of a gala. Either way, a countdown is a fun and sharable way to generate buzz and share your organization’s information.

Is Facebook the World’s Largest Billboard?

Posted on November 28, 2012 by Ben Dillon

Recent comments by Brad Smallwood, Facebook’s Head of Measurement and Insights, have really thrown marketers for a loop. At the recent Interactive Advertising Bureau MIXX Conference, Smallwood indicated, “It is the delivery of the marketing message to the right consumer, not the click, which creates real value for brand advertisers.”

In essence, Facebook is downplaying the role of the almighty click, falling back on long-term marketing truisms that recency and frequency are the keys to marketing effectiveness.

Most organizations waste a good portion of their marketing dollars, but lack of direct metrics leaves them at a loss as to what’s effective and what’s failing.

eMarketing is supposed to fix all of that, right? So Smallwood’s comments fly in the face of digital marketing dogma. We’re supposed to be able to see and track marketing effectiveness online.

Where’s All This Coming From?

The truth is that Facebook advertising has gotten some fairly negative press in the past year, which has done nothing to help the stock price of the newly public firm. Case in point being General Motor’s much publicized decision to pull all advertising from Facebook only days before its IPO.

The challenge for GM (who has since returned to Facebook) and other online marketers has been lackluster click-through rates for Facebook ads. Dollar for dollar, Facebook gives advertisers great reach relative to Google, but click-throughs are few and far between.

Facebook is therefore looking to recast the metrics of success that online marketers use. A good strategy given their predicament, but does it hold water?

A Defense of Recency and Frequency

Admittedly, Smallwood makes a good point. We know that brand impressions are important and the tremendous amount of time spent on Facebook each day gives ample opportunity for impressions. Further, how important are those clicks? GM sells very few of its cars online. Online advertising builds awareness and preference for a sale that happens at a local dealership.

This puts Facebook ads in the same category as TV, radio, billboards and other advertising vehicles (pun intended) on which many industries, including both automobiles and healthcare, invest the bulk of their advertising dollars. And, relative to those advertising channels, Facebook offers better targeting, control, and metrics.

The Flip Side

On the other hand, impressions aren’t always effective. As the classic saying from John Wanamaker goes, “half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

Mass market advertising requires messaging that appeal to the largest possible audience. Highly targeted advertising can be far more impactful when the messaging is tailored to each customer segment. These segments can be fickle, however, and it can be tough to build traditional focus groups that allow you to hone those messages appropriately.

That’s rarely been an issue online as you simply refine your marketing message in real-time with real data that allows for quick tailoring and adaptation of messages.

That is, of course, if anyone chooses to interact with those ads.

Low click-through rates make it difficult to determine if an ad is working, eliminates your ability to adapt campaigns mid-stream, and undermines your tracking for ROI. Again, this is no different than most of your advertising spend today, but it places it at a disadvantage relative to other online marketing options.

What Do You Think?

So what’s your take on the question of Facebook’s advertising effectiveness? Are clicks the end-all be-all? Or is Smallwood pointing out an important piece of marketing effectiveness that we seem to have lost in this online world?

Social Media and Doctors: Risky Business or Good for Business?

Posted on November 13, 2012 by Ben Dillon

Yes, social media has risks. But that doesn’t mean providers shouldn’t be using it.

This was the key message from Kevin Pho, MD’s opening keynote at the 12^th annual Healthcare Internet Conference. Pho is an active user of social media and a practicing family physician.

Eight in ten online Americans look for health information on the Web and one in three read about others’ health experiences (check out our new infographic with more statistics on how health consumers engage online). This presents one of those key opportunities to influence health consumers while they’re evaluating care options including treatments, physicians and hospitals.

Unfortunately, the majority of consumers aren’t good at assessing the quality of the healthcare information they’re reviewing.

The result is, while consumers are more educated than ever before, some of that information is unreliable. Vaccines are a great example. It’s easy for politicians and celebrities to get attention by throwing out wild, unsubstantiated claims about the evils of vaccines. When they do, vaccination rates go down and consumers are hurt.

It falls to credible healthcare organizations to battle misinformation.

More importantly, providers can use the Web to engage with patients through these tools. Dr. Pho blogs regularly on a variety of health-related topics and many of his patients’ concerns are allayed when he writes about the relatively low risk of a disease that has hit the media or when he talks about alternative therapies when a popular drug is removed from the market.

In fact, many of Dr. Pho’s patients come from his online efforts. His blogging and other social media efforts have built a strong national reputation for him. This has led to numerous media interviews.

Here are a few recommendations that he makes for clinicians use of social media:

Keep a dual identity on social media – don’t friend patients from your personal accounts. Keep your professional and personal lives clearly separate.
Use the elevator test – if you wouldn’t say it in a crowded elevator, don’t post it on social media.
Post under your real identity – don’t get caught in the trap of perceived anonymity. Using your real identity provides a much-needed filter of information to prevent posting things that you shouldn’t.
Remember that your online identity is your professional identity – keep it professional. It’s ok to express some personality, but don’t get into the habit of posting anything that’s likely to reflect negatively on you.

In the end, healthcare providers have both an obligation to participate in social media and an opportunity presented by these new tools. With a little caution, this can be a great way to build your reputation and it can make you better at what you do.

Community Management Best Practices for the Healthcare Marketer

Posted on October 19, 2012 by Nicole Knoll

If you manage your hospital’s social media channels, blog, or really any area where your customers interact with your organization online and offline then you, my friend, are a community manager. Unless you work at Dell or McDonald’s, community management is likely only one facet of your role within the marketing department. But it’s a very important one.

Three Main Roles of a Community Manager:

Develop Customer Trust – Community managers are advocates for your brand’s customers. They set up and monitor communication channels (such as Facebook for example), listening to your customers’ concerns and responding to their questions. This helps build a trusting relationship between the customer and your brand.
Be a Creative Kickstarter – Through their conversations community managers are able to identify needs in the market. Do you get multiple questions about an upcoming flu shot clinic? Then you should check your landing page or calendar of events online to see if the information is easy to find. By identifying the needs of customers, community managers can identify revenue opportunities and potential new resources and services.
Be the Expert – This one may not be intuitively sale-oriented, but it is. After developing customer trust, community managers continually share their knowledge through their online interactions by providing the right resources at the right time. This improves your image as a trusted health information resource which can lead to word-of-mouth promotion and other new customer opportunities.

Over the past couple of days I attended the Social Brand Forum 2012 where social media experts shared some great tips and advice. I found the community management best practice tips by Kary Delaria (@KaryD) from Kane Consulting particularly valuable for healthcare marketers. Below are the highlights from the presentation she shared.

Community Management Best Practices

Assemble your people. For a community manager to be successful, they need to have an advisory committee who will help guide social media communications. Someone from every department should be involved – from human resources to marketing. And make sure at least three people have access to all the accounts used by the community manager. They can help respond quickly when a high volume of communication is needed.
Define the rules. Keep the whole company in the social media loop. It can’t be isolated within marketing. Establish a company-wide social media policy both internally and externally. It will protect you and the company if a situation arises. Your policy should define what employees can and can’t do. It should also establish a voice and tone for your organization.
Develop your system. Determine the types of posts your community manager should respond to. Questions? Anger? Praise? Everything? When these posts come in make sure the community manager knows who to turn to for quick answers if they don’t already have them.
Set your benchmarks and goals. Figure out where the organization is right now and where it needs to be. Then identify a marker for determining how the actions of a community manager will be deemed successful. Have check points where smaller goals should be reached along the way to the larger overall goal.
Plan your content. There is a love/hate relationship with editorial calendars because they aren’t agile, but they do help establish what kind of content can be posted. Be careful when auto-posting content on social media.
Monitor conversations. There is an art and science to reputation monitoring online. There are a variety of tools out there to help, from Google Alerts to Radian6. But also know when to disconnect. Have a priority list of what type of alerts should be responded to immediately and which ones can wait.
Engage with purpose. Go to where your audience is. Be direct and give them calls to action like ‘Sign Up for October’s Breast Cancer Walk.’ Never lose track of the end goal. Always ask, “What do they need/want right now? What do you want them to do next?”
Measure and report what matters. There’s no shortage of data. Based on your goals and benchmarks, outline what information is important to track (web traffic from social channels, keyword-rich mentions, leads/conversion rates from social media, etc.)Then create reports based on who measures the success and include actionable next steps related to strategic goals.
Assemble your toolbox. There are many tools available to help. Klout, PeerIndex, SimplyMeasures, HootSuite, HubSpot, Google Analytics, and even Excel are just some of the options available for a community manager to use.
Keep survival in mind. Community managers are going to make mistakes. But sometimes the key is in the response to those mistakes. Make sure everyone understands what to do in various situations outlined in the social media policy.

At the end of the day, know that Community Managers just need to have thick skins sometimes because it’s impossible to please everyone. Focus on expanding your audience and connecting with your brand advocates the best you can. Geonetric can help you think more strategically about your goals and identify that sometimes-difficult measurement of success with social media ROI.

ROI and Social Media – The Awkward Date

Posted on October 19, 2012 by Casey Hansen

Here at Geonetric, we’re constantly cooking up new and exciting ways for our clients to engage with their patients. These days that engagement conversation often turns to tools like Facebook, Twitter, YouTube and many others.

You know – that social media stuff.

But along with generating creative ideas, we’re in love with measuring the tactics we use. Some might even call it an obsession.

Some Background

At the recent Social Brand 2012 Conference here in Iowa, presenter David B. Thomas took a stab at giving us some measurement tactics for social media.

Social media has always been the tough one to measure so I’m excited to share some of those tips. So, without further delay, here are six steps to measuring your social media efforts courtesy of David B. Thomas (but summarized by me):

Establish Your Goals – Simply posting wildly on social media won’t cut it. What would you like to see come out of your social media efforts? Certain Web traffic numbers? Event registrations?
Tie to Organization Goals – Your social media goals should tie directly back to organizational goals. How do your efforts feed the overall goals of your organization?
Establish Your Definition of ROI – ROI is difficult to define because everyone has a different explanation. How will your organization count your efforts on social media as a success? (Don’t copy your neighbor.)
Focus on Campaigns – Social media is often part of a larger marketing campaign, so meshing the metrics between the two can be powerful. Use metrics from social media (such as Facebook Insights and Google Analytics data) to assess the success of individual campaigns.
Track Through Web Analytics – Always use Google Analytics (or your tool of choice) to assess inbound traffic sources (social media specifically) and determine which platforms give you the best traffic numbers.
ROI = (Gain – Cost) / Cost – A simple formula that may work for some. Of course, you’ll have to define the “gain.”

Tools to Help

There are many great tools available to help you manage your social media measurement and see how your efforts are performing. They also help you manage your brand online and monitor the conversation going on about your brand

A couple candidates:

Radian6 (http://www.radian6.com/)
Sprout Social (http://sproutsocial.com/)

My Takeaway

In the end, ROI of social media continues to be a bit elusive. Since it does rely on your goals and your definition of success, I think there is room for you to develop your own definition of ROI for social media and then how you’ll measure it.

Know what you want to measure (followers? fans? social reach?) and set up the tools to measure your success against those metrics.

And measurement? Well, that just makes us Geonetric folks grin from ear-to-ear. And we’re here if you need a little help getting there.

When it Comes to Your Healthcare Website: Start With Content

Posted on October 19, 2012 by Jill Jensen

Seems obvious, right? Websites – and most everything else we want to share – start with content. Got something to say? That’s content.

Content Rules

According to Ann Handley and C.C. Chapman, content rules. The pair literally wrote the book on the subject – Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) that Engage Customers and Ignite Your Business. Recently revised to keep up with the constantly changing world of social media, it’s one of the best books to help you get started in your content development efforts or remind you of options when faced with information overload. Whether you consider the title as directive or cheer, you’re right!

What’s Next?

Conversation? Community? Add them to content and you have a solid base for your business in a world where social media captures an ever-increasing share of the way we communicate with each other.

Content Kicks Off Social Brand Forum

Exploring this triple-pronged approach and delivering practical information was the focus of the first Social Brand Forum 2012, a two-day event with the theme “Content – Conversations – Community” that wrapped on October 18th. Content kicked it off with the keynote presentation from Ann Handley. In addition to her role as a book author, she’s the Chief Content Officer of MarketingProfs.com and founder of ClickZ, an early social media Web presence. Her conference message? Be a daring brand and create content worth sharing. Although “storytelling” is the latest buzzword that’s supposed to help grow businesses, Handley says it’s really about “telling true stories well. It’s about your audience.”

Six Rules for Creating Sharable Content

While that approach may be the most significant shift of mindset you have to make to be successful, you can get started by following the six “content rules” Handley delivered at Social Brand Forum 2012:

Your story isn’t about you. It’s about what your service or product does for your customers or others. Make your customer the hero of your story.
Take a stand. Know who you are as a company/brand; know who your customers are – and who your customers aren’t. When you make a good match, everyone benefits from better results.
Just keep swimming. Good communication isn’t a sprint; it’s a long-term commitment. Don’t go for “viral.” Your consistent messaging presence is most important. Be in it for the long haul.
See content moments everywhere. Social media tools like Instagram, Pinterest, smartphones and computer tablets give you the opportunity to create content and share it instantly. Go for it! As designer Michael Wolf says, “What already exists is an inspiration.”
Take risks. A tendency toward caution may be the biggest challenge you face, but Julia Cameron said it best: “Leap and the net will be there.” True that. Handley encourages educated risk-taking based on solid data (Google Analytics, anyone?) and a willingness to be “flawsome.” Embrace the fact that you may not hit it out of the park with every initiative. Even so, “You’re awesome because of your flaws.”
Create the unexpected. The most daring – and memorable – brands do. But “daring” may be easier than you think if you “speak human” and show who you are. We’ll love you for it!