[This is part of an ongoing series, Corporate Digital Marketing]
My wife loves the movie quote from 10 Things I Hate About You,
“I know you can be overwhelmed, and you can be underwhelmed, but can you ever just be whelmed?”
I feel like the world of digital marketing lives in this tension. Either we do something that simply has no tangible results like creating a social media policy and guidelines or we shoot for making a video or image series go viral and cannot keep up with the response or magnitude of the project.
The Waiting Game
My first couple of months on this job jumped back and forth between these two extremes. I find myself simply waiting on people to write blog posts, submitting a blogging and social media guidelines for the company, and setting up Google Ads that had the results of crickets chirping. At this point, my job is to wait. I could do more by thinking and dreaming up new ideas that might help grow the online process, but that would be adding to my workload.
Should I be creating projects if I am not sure they are going to work?
Is it smart to add to the workload when I know that at any moment my supervisor might ask me to do a task that overrules my current project?
And so in fear of not overdoing it, I simply wait, thinking about how much of a waste of time it is to watch the Google Ad numbers rise and drop.
Too Much, Too Much!
The other side of the coin is when I get a project of creating a social media strategy to integrate into our 2014 calendar year. Somehow, I have to come up with enough posts to have for at least once a day, five months before the year even starts. Part of this might be just allowing for sharing blog posts, but that is not exciting or sexy. I want to be able to create images that are inspiring and encourage others to share our posts.
So how do you do that a whole half a year out?
And then there is the task of not only setting up the national ministry’s online presence, but working with the hundreds of local chapters across the United States to have them buy into the process and then individually help them use social media, blogging, and online advertising well.
How do you get plan for a national level strategy and a local one at the same time?
I know that this post is more of a rant than a solution or sharing of my process, but that is the idea behind an online journal about a process. Some weeks are extremely helpful, other weeks are “what am I doing here?” I am so ready to just be whelmed.