The Sea of Sameness

Yesterday was Memorial Day.  Many of my Facebook friends posted patriotic images expressing their feeling of thanks for those who have died in military service to our country.  Did you know that Memorial Day used to be called Decoration Day?  The decorating that was going on had to do with the grave sites of our fallen heroes.

Well, yesterday, my Facebook news feed sure was decorated with flags, military salutes, cemeteries, and so forth.  There’s no question that my friends were sincerely expressing their feelings.  I feel the same sense of gratitude that they do, but I don’t remember who said or posted what.  For my friends, that’s OK.

For media brands, it’s a missed opportunity.

Most people have, what, a couple of hundred to several hundred friends?  Also, if someone follows your brand, it’s likely that they follow several other brands, as well.  Maybe not in your business category, but other products or services they like.  So that’s hundreds and hundreds of potential posters, many of whom are posting on one topic on special days like key holidays.

Even with heartfelt sincere sentiment, it results in a sea of sameness.

I would suggest that if you don’t do something to make your communication memorable under such circumstances, it’s as good as not communicating at all.

So, for the 4th of July, or Halloween, or the Super Bowl, what can you do in social media that is more memorable than what most people do?  For the next major news story, what can you do that helps you break out of the pack?

The meaning of any communication depends on the effect on the end user.  It doesn’t matter what you meant to say.  What matters is what they got out of it.  How can you set the bar higher, so that you do something unique and memorable when hundreds of others are all saying the same thing?

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