The amateur horticulturalist: A Study in Social Marketing

Posted on Aug 24, 2013

Every morning, I get up at 5:45am.Leg of a Man Standing with a Shovel in a Yard

Every morning, I take the dog for a walk.

Every morning, I pass an elderly neighbor, watering his garden. At 5:45am.

Patience & Commitment

By all appearances, he’s a patient man. Gardeners tend to be. It can take years for seemingly random twigs in the ground to mature into the gardener’s vision.

But time is not enough. Plants need water and food, pruning and weeding. The untended garden invariably dies.

And so, my elderly neighbor is out every morning, watering his garden. At 5:45am.

A Lesson in Social Marketing

As in gardening, there are no shortcuts in social marketing. And yet – as in gardening – is seems that everyone has a no-fail tip or trick. “15 Ways to …” “Must-Know Tips for Better …” We’ve all seen them. Many of us (yours truly included) have read them.

Here’s the truth: there is only one effective way to drive your social marketing efforts.

  • Have something interesting to say.
  • Say it with your authentic voice.
  • Repeat. Day in, day out.

Reputable brands are built through trust. Social marketing can be a critical element in building and maintaining your brand. And this is why there isn’t a quick-fix, no-fail, can’t-miss shortcut to social marketing.

Trust needs time.

Trust needs nurturing.

Trust needs patience and commitment.

The same is true for your social media efforts. Like my elderly neighbor, you need to put effort in every day. And with time, your garden will grow as well.


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The amateur horticulturalist: A Study in Social Marketing

by Scott A Livingston time to read: 1 min