Businesses: it’s not called “In Your Face-book.”

Just read a very interesting  post over on the Hubspot blog reporting results of a bit of Facebook research into what types of Facebook posts collect the most audience response, or “engagement’ as we like to call it.  I find this a fascinating area, since so many companies approach it so many different ways.

To me, the research suggests that the best path (or at least the one most likely to engage) is to employ posts that relate to your business or product without blatantly selling it.  That means businesses should avoid the “Hey, everyone, here’s our new RX-7 paint mixing technology. Order today”  (because it’s not very interesting).  And they should also avoid the other extreme, which has NO real content and suggests the existence of a personal relationship: “Pouring here. Is it raining where you live?“

But even that middle ground – the one most likely to “work” – can be problematic. I’ve written about a couple of companies I consider to be prime offenders. Radio Shack is one – I remember a post that asked readers to weigh in with (something like) “Tell us the last time you watched someone build something with stuff purchased at Radio Shack.”  Gag. Anyone who responded to that post clearly needs more to do.

Another company, GFS (a wholesale foodservice supplier with numerous retail outlets – a good company, in my experience), seems blissfully ignorant of its self-serving transparency.  Many of its posts follow the pattern of asking such innocent and thought-provoking questions like  ”Which of our wonderful soups do YOU like best?” Or even worse, THIS one:

Yes, this was real!

I’m sure these companies will think that the research confirms their course of action.  And yes, I imagine a few lonely folks did, in fact, find themselves “engaged” by these tactics. But for me, I’m a little more comfortable with an outfitter, for example, inviting stories of “the best canoe trip ever” or a travel site posting helpful hints or memorable flight attendant moments.

Bottom line is that it’s a delicate balance, and to me, a ham-fisted attempt can do more damage than anything. Tell me about a product – that’s fine. I may not be interested, but you’re being honest. But don’t play me for a lonesome loser who has nothing better to do than shill for you. That, I definitely don’t  ”LIKE.”

A final plug for an “awesome” blog.

For most blogs, the last thing they want to do is send you to someone else’s. Today, that’s exactly what I want to do. For a couple of years now, down there in my little “blogroll” is a link to 1000 Awesome Things.

The proprietor, Neil Pasricha, is a young Canadian with an interesting story and an even more interesting mission. For more than three years now, he has been counting down his idea of “awesome things”  from 1000, each day writing about one in his blog.  The list has been fascinating, from little things – like when the handle on your coffee mug points out at you  when the microwave stops, or you can remove the shell of a hard-boiled egg in two pieces – to some pretty dramatic ones. A few may seem silly or superficial – but there’s a  a stream-of-consciousness joy in almost every one. An incredible number of them have resonated with me.

I’ve never written or spoken with Neil – just enjoyed his observations from a distance, and linked to his blog.  But it’s time to give him special treatment;  the list reaches #1 -and its end – next week.  This would be a great time to trek on over there and look around – look in his archives, and call up the ones that seem interesting to you. Bet you’re there a while. You might even think about buying his book after “meeting” him.

Bottom line, advertising and public relations people can be pretty cynical, and it’s easy to get caught up in that. So I’m sure glad there are folks who can unashamedly recognize the, well, thousands of things we have to enjoy, look forward to, and be thankful for. I wish I could BE more like that instead of just admiring it.

So hey, don’t forget about me. Come on back to Marn’s Market soon. But for now, get over to 1000 Awesome Things.  And make it a “favorite.”  You never know when you just might need a little dose of awesome to get you through.

And best of luck wherever things go next, Neil. Take us along if you can!

Etch-a-Sketch knows what’s shaking!

Personal confession here: I LOVE this kind of marketing. I am always very impressed when I see a marketer seize an appropriate moment in time to generate some buzz and hopefully, some fun built around a timely occurrence in pop culture, politics, whatever.  And do it well.

Ohio Art, with its beloved timeless Etch a Sketch toy, has done just that. An article here on MediaPost News gives the full details. But to summarize, they’ve done some very clever things to capitalize on a recent comment from a Romney adviser that generated plenty of reaction from opponents.

They’ve struck just the right chord in their efforts to play off the event, referencing how (in terms of their toy, of course) there’s a left and right, but things work best when they work together. And the end message is an encouragement to vote! All very positive and upbeat, with no real political lines being drawn (sorry). You can, of course, buy a red or blue Etch a Sketch, if you must.

And the whole affair is built to deliver the people touched by social media to their redesigned website! Great marketing, and great fun – (Etch a) Sketch comedy, if you will. Way to go, Ohio Arts. More fun than a Barrel of Monkeys. (Uh, no offense, Milton Bradley.)