Social Reach Has Gotten Easier: And That’s The Problem

Attribution: http://www.flickr.com/photos/kelbycarrA few days ago I was on a conference call where a participant said “Social media has made it harder to reach people.” My left eyebrow immediately shot to the ceiling. I got the point – that people are connected 24-7 now, and it’s hard to attract attention – but it still seemed like an incomplete statement. It is actually much easier to reach people using social media, but it’s hard to know who, when, where, and why they respond.

I thought about the reasons that social tools have made it ‘harder’, and how they translate directly into problems that we, as marketers, can solve.

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Connor Never Gets A Trip Report

I’ve Been Mean.

Connor on Mt. LibertyOn my hiking trips to the White Mountains, Riley and Connor get equal treatment on who comes with me. On some trips it’s Rye, on others it’s the ConMan. Rye has been with me on some of the most glorious trips, like the three-day overnight to Zealand and the Bonds, the Kinsmans, and the South and Middle Carter trip. She’s also been on some of the more strenuous adventures, like last year’s Southern Presi traverse and the Dry River Wilderness.

But Connor’s been on some epic trips too, like Owl’s Head, the Wildcats, and the Willey Range. He’s done a lot of the grittier stuff, like a rainy trip to Mt. Hale, enduring the fog on Mt. Eisenhower, and an overnight on Waumbek where the temps got into the 30’s. He’s climbed the North Tripyramid Slide and the Flume Slide, as well as the steeps of Wildcat Ridge and East Osceola, where he waited while I found a way into the car without keys.

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The Ten Essentials: How To Get Noticed in the Content Marketing Storm

Extreme Video Marketing: How To Get Noticed in the Content Marketing StormIn my spare time I clamber around in New Hampshire’s White Mountains. And I’m not talking about 20-minute jaunts to pretty waterfalls. I mean multi-day adventures with one of my children and all our gear on my back. Now, New Hampshire’s mountains are smaller than most peaks around the world, and even the most remote peaks are no more than a half-day’s hike from a road complete with restaurants, hotels, and gas stations, but what they do have is extreme weather.

According to Not Without Peril by Nicholas Howe, three major storm systems gather over Mt. Washington, New Hampshire’s highest peak, throughout the year, causing sudden thunderstorms and whiteouts. The wind, which can be gusty on the best of days, is a major factor, because it robs you of warmth, your breath, and will. People who lose the trail in a whiteout are immediately on their own, with no chance to be heard.

It reminds me of content marketing (Bear with me here).

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Social Media Marketing: For Commerce or Community?

Social Media Marketing: For Commerce or Community? | KnowledgeVisionWhy doesn’t social commerce work? Theories abound. Among the most popular are “People use social sites to communicate, not to shop,” and “People don’t want to use their credit cards on a social network.”

I’d have to say I agree with these assessments, and I understand the fear of a new concept. It’s primarily about behavior. When social media users visit their favorite sites, it’s to share jokes, keep their friends notified about what they are doing, no matter how mundane, and to see what other people are up to.

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Mt. Carrigain The Hard Way: 18 Miles In The Pemi Wilderness

The Pemigewasset Wilderness
Imagine an 18-mile trek through barely-traveled wilderness, past forests of birch and pine, the occasional overgrown clearing, constantly accompanied by the rush of a clear river, without seeing another person. That’s the Pemigewasset Wilderness on a Tuesday.

On Monday we got out of Dodge (Eastern Massachusetts) during mid-morning. This was harder than it should have been due to traffic and construction. In fact, it’s extremely frustrating trying to get out of a busy region after everyone is up and about. But we finally headed north, and after swimming above the Basin in Franconia Notch (coooold), and lunch in Woodstock, we headed for Lincoln Woods and set up the tent at the Franconia East campsite, started a fire, then settled in before the 8PM rainstorm began.

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