That patch of overgrown social media grass that’s surrounding you, is killing the rest of your brand. And it’s your fault. Search rankings have suffered, traffic to your site is on the decline and your events look more like ghost towns than they do parties. But you can’t see any of that; all you can see is tomorrow’s Instagram story. You’re lost in the social media weeds and your brand is suffering because of it. The problem? Your point of view.
A brand manager who spends more time executing (from the ground), than supervising (from the sky), is doing more harm than good. That’s not the job. Brand work is not about writing Tweets and taking pretty pictures, it’s about supervision. Your job is to keep tabs on everything related to the brand; ensuring that all parts of the machine continue to feed the brand’s positioning strategy. An impossible task when all you can see is one part of that machine.
Step back. Way back. In fact, manage your brand like a bird sees the world, from 30,000 feet. At any point in the day, you need to be able to see and identify what’s working and not working in your advertising, events, paid media and social media departments, just to name a few. If you can’t see it, you can’t effect.
And right now, you can’t see it.