Five Pieces of Blogging Advice I Wish You’d Stop Giving

I don’t know why I bother sometimes.

(“I don’t know why you bother ever.”)

Whenever someone writes a “five blogging secrets” post, I keep thinking, “maybe this is it. Maybe this is the one. Maybe this blog post will have at least one useful blogging tip that I can use.”

But it didn’t. It doesn’t. It never did. It was written, just like every other post on blogging, for the absolute beginner, who, given the constant bombardment of amateur advice, no longer exists in this world. We’ve polluted the Internet so much with useless, remedial blogging advice that it’s gotten into the water, and our children are born knowing the five most important steps to successful blogging.

I’ll admit, I’ve given this advice. Hell, I still give it in talks, depending on my audience and who I’m writing for. But everyone is giving it. I’m seeing it all over the goddamn place, and if I see much more of it, I’m going to scream at someone.

So, please, if not for me, then for the good of the country: stop it. Just stop it. Stop giving the same damn advice over and over and over again. Stop copying and pasting each other’s “five blogging secrets” posts.

These are the five pieces of blogging advice I want you to stop giving.

  1. Write good content: Blah, blah, blah! People say this like it’s The Most Important Advice Ever. It’s stupid, vile, and utterly useless, because everyone a) knows it, and b) thinks they do it. “I think I’ll write completely utter crap,” said no one ever. The problem is, everyone already thinks they write well, and that their work is just as good as everyone else’s. Even the conspiracy theorists who write 10,000 word treatises in a single day think what they’re producing is gold, and they’re surprised the world isn’t beating a path to their door. Telling people to write good content is like telling people to breathe or chew their food when they eat. It may be important to hear for anyone who’s brand new to blogging, but the people who know enough about the Internet to find the blog post where you shared this little piece of dreariness have already seen this more than once.
  2. Grow your social network: Really? I thought having my brother and a couple friends from work following me on a Twitter account I rarely use was a guaranteed step toward social media rock stardom. So you’re saying that the more people who read my stuff, the more success I’ll have? BRILLIANT! Give that man a Pulitzer prize for extreme cleverness! Next week, check out my new wealth creating blog post, “buy low, sell high.”
  3. Find your niche/passion: Okay, this one might not be such a Duh! piece of advice, but I’m tired of it. Anyone who has a barely detectable pulse has heard this one before, so it’s nothing new. Combine this with item #1 — write passionately about your content — and Tony Robbins will personally punch you in the nose.
  4. Erik's Tumblr Feed

    Alright, alright, fine! I have a Tumblr feed. But I have it ironically.

  5. Create value: Value is in the eyes of the beholder. And if you’re giving advice like this, there’s a whooole lot of beholders who are more than a little annoyed with you right now. Everyone perceives value in their own way. While I might think your literary comparison between Dr. Who and Mr. Ferrars from Sense and Sensibility is completely useless, there are plenty of Dr. Who/Jane Austen fans who would disagree with me loudly. No matter what you create, there will always be someone who finds some value in it, somewhere. So as a piece of advice, this is value-less.
  6. Blogging is Dead: Muh-huh. And what are you reading right now? That’s right, a blog. And what’s that place where you share all your photos and pithy little comments about your friends and their quirky hats and ironic bow ties? That’s right, your blog. What’s that? You have a Tumblog, and that’s not a blog? The hell it’s not. That’s exactly what Tumblr is, a blog for people who can’t read more than three sentences without their lips getting tired. One day, when you grow up and move out of your mom’s basement, you’ll start writing longer pieces of content, like a job application at a coffee shop. Until then, stop telling people blogging is dead. If your world view can be summed up in 140 characters and a retro photo filter, that tells me it’s not a world view worth listening to. Stick to bumper stickers on your fixed gear bike.

Just once, I would love to see someone share some useful blogging advice that did not include any variations of these five completely useless tips. While I know many people are still new to blogging, I don’t think anyone would ever knowingly violate these little “gems.” You can stop sharing them, and move on to the next lesson.

Five Social Media Jokes That Make Me Want to Poke You In The Eye

Please stop making these social media jokes

Some days, I believe anyone can make up their own clever jokes and make the world laugh.

Other days, I weep for humanity.

Humor is a dangerous thing in the hands of people who don’t know what they’re doing. And apparently, that’s a lot of people, especially when it comes to making jokes about current events.

They deliver the line — which, believe me, I’ve heard hundreds of times before — with an expectant grin like they’ve said something hysterical, and they’re waiting for me to laugh.

(Pro tip: If you tell a joke, never use the “TA DA!” face, like you’re pleased with yourself, or are in a recorded-in-front-of-a-live-studio-audience sitcom. Act like what you said was not a joke, so that when it bombs, you can continue on like nothing awkward just happened.)

So if you’re making these social media jokes, stop it. Just stop it.

  • Twitterererer: Said with a confused look on the person’s face, like they don’t quite get it or aren’t really sure what to call people who use Twitter. They act like they’re so unfamiliar with the word — even after three solid years of it being a pop culture mainstay even the Amish are aware of — they’re not sure how many “er” syllables there actually are. They’ll go on for five minutes if you let them. Because nothing is funnier than feigned confusion and stupidity.
  • Calling Twitter Users “Twits”: “But people who use social media aren’t actually called. . . oooh, I get it. Ha ha ha, that’s so FUNNY! ‘Twit’ is a name for a stupid person, and you’re saying people who use Twitter are stupid.” Whatever. People who say this think “working hard or hardly working?” is also funny.
  • Saying “Hashtag-__________” in regular conversation: As in hashtag-that’s-funny or hashtag-hilarious. Seriously, hashtag-shut-the-hell-up. I hate it when people use text speak in real life (although I really do like The Instagram Song, below), and I say “O! M! G!” only when I want to make fun of someone for doing it.
  • “Smart phone? No, I just have a regular old dumb phone.”: When people say this, I want to say something I learned in my years of woodworking: “There are no bad tools, only bad carpenters.”
  • “I don’t want to know when people are going to the bathroom:” I don’t know what kind of people you hang out with, but no one I know ever discusses their bathroom habits in polite conversation, let alone broadcasts it to the entire Internet. Maybe you need to hang out with a better class of people. Also, I don’t think anyone anywhere has ever said this ever. But if you think they have, by all means, show me. Dive into the social media deep end, find a tweet where someone said they just went poo, print it out, and show it to me.


Twitter Screws Up For The Rest Of Us

I love Twitter, except when I’m pissed at them.

Today I’m pissed at them.

Twitter, for whatever reason they’re spouting — I can’t really understand what the hell they’re talking about — is no longer going to allow to use tweets in their recipes.

ifttt Twitter recipe

I’m going to lose this little gem, thanks to Twitter. is a great site that’s built on the logical construction of If This, Then That. If this condition is met, then that action will take place.

You can use it to create recipes like “email me whenever someone uses ‘No Bullshit Social Media’ in a tweet. (Or to put it in their vernacular, if “No Bullshit Social Media” is used in a tweet, then email me.)

Except now you can’t.

That’s because Twitter continues to drop brick after brick into their garden wall so no one else can use their tweets except them. It’s stupid things like this that make me glad I backed when I did. (I’m user #264 or something.)

Here’s the email IFTTT sent out to all their users, from CEO Linden Tibbetts.

In recent weeks, Twitter announced policy changes* that will affect how applications and users like yourself can interact with Twitter’s data. As a result of these changes, on September 27th we will be removing all Twitter Triggers, disabling your ability to push tweets to places like email, Evernote and Facebook. All Personal and Shared Recipes using a Twitter Trigger will also be removed. Recipes using Twitter Actions and your ability to post new tweets via IFTTT will continue to work just fine.

At IFTTT, first and foremost, we want to empower anyone to create connections between literally anything. We’ve still got a long way to go, and to get there we need to make sure that the types of connections that IFTTT enables are aligned with how the original creators want their tools and services to be used.

We at IFTTT are big Twitter fans and, like yourself, we’ve gotten a lot of value out of the Recipes that use Twitter Triggers. We’re sad to see them go, but remain excited to build features that work within Twitter’s new policy. Thank you for your support and for understanding these upcoming changes. If you have any questions or concerns, please contact us at

Linden Tibbets

* These Twitter policy changes specifically disallow uploading Twitter Content to a “cloud based service” (Section 4A and include stricter enforcement of the Developer Display Requirements (

Sadly, IFTTT’s comments are the same hopefully-optimistic-trying-to-be-calm happy face that every other third-party developer has had to put on after getting royally screwed by the messaging giant. That, “we really think they’re bastards, but we’re too mature to actually say so” tone that people adopt after finding out their spouse tells them they want a divorce and you have to leave the house.

Times like this, I fire up the page and start using it even more. I worry that Twitter is going to turn into another Facebook, where they can’t see beyond their own success, and think they’re immortal.

I really do want Twitter to succeed, but it’s days like this that I wonder if they’re going to be around in a few years. Networks like are constantly baying at their heels, like a pack of hounds trying to bring down the stag. The stag may be a badass, but one day it’s going to trip, and the hounds will overtake it. Could Be a Twitter Killer

It could be the Twitter killer., the open-source Twitter competitor, could be the thing that defeats and replaces Twitter, at least for those people who are starting to look at Twitter the same way a married couple begins to realize that the honeymoon ended 10 years ago.

We all assumed — at least those of us who have been on Twitter for a few years — that Twitter had the same do-no-evil attitude that Google did. That they were going to be cool.

But over the last 12 months, the sheen has come off and what were once cute little quirks have become full-blown screenshot

  • Twitter bought Posterous for an talent acquisition, not a technology one. Expect your Posterous blog to go away one day.
  • They bought TweetDeck, and we all feared they were going to kill it, but instead, they made it suck.
  • Twitter has been shutting out third-party app and api developers, presumably to bring things in better alignment with their brand.
  • Twitter had a great relationship with Google where you could search for real-time tweets. That relationship was not renewed when it ended. Sort of like an actor whose contract isn’t renewed for the upcoming season.
  • They blocked off Instagram access, meaning you can’t find your Twitter friends on the photo sharing too.
  • Most recently, Twitter shut down the account of a British journalist who was critical of NBC’s crappy Olympic coverage. It was only after a huge outcry that they turned it back on.

Twitter keeps turning more and more into Facebook every day. And I don’t mean that in a good way.

Entrepreneur Dalton Caldwell, a rock star prodigy among the A-list tech entrepreneurs, told ReadWriteWeb that these are the “classic symptoms of an online media company failing to fly. ‘Media companies are starving,’ Caldwell says, ‘and that’s why they do crazy things.'”

So I was very excited to hear about (app dot net) as a possible new Twitter alternative.

The best part? It costs 50 bucks a year to use.

50 bucks?! But Twitter is free!

Yes, Twitter is free. Yes, Twitter has more than 500 million accounts on it, and is the most widely accepted microblog on the planet.

But here’s what has that Twitter does not.

  • It’s decentralized. That means no one person can control it or make unilateral decisions that piss everyone off. It’s like WordPress or Firefox.
  • It’s open-source, which means developers can make their own apps work with it any way they want.
  • It’s ad free. So no sponsored tweets. (I don’t find it to be such a big deal on Twitter, but I’m also willing to pay for ad-free.)
  • 50 bucks will keep the spammers away.
  • There will only be serious users of the tool. Imagine, no spam, no porn, no MLMers showing you how to make money in your spare time.

The problem is, these guys need $500,000 in order to launch. You pledge your $50 (or $100 for developers or $1,000, if you’re so inclined), and Caldwell will launch the app. But there are 4 days left — you have until next Monday — and is at $295,500 as of this moment.

If you’re tired of Twitter and wish there was an alternative, check out If you like what you see, pledge your $50, send Dalton (@DaltonC) a tweet (yes, I’m aware of the irony of that), and once you’re in, start communicating. I’ll be at the Blog Indiana conference for the next two days, sharing what I learn on Twitter, but also on

Hope to see you there.

Background reading on

CelebBoutique Shredded by a Lack of Curiosity and General Awareness

CelebBoutique, the British clothing website, may have committed the foul-up of all foul-ups:

CelebBoutique tweet says #Aurora is trending, clearly about our Kim K inspired #Aurora dress.

After being hammered for just a few minutes on social media, their social media people turned on the TV, and saw the terrible news from Aurora, Colorado. Then they sent this:

We apologise for our misunderstanding about Aurora. – CB

We didn’t check what the trend was about hence the confusion, again we do apologise.

Followed by this:

We are incredibly sorry for our tweet about Aurora – Our PR is NOT US based and had not checked the reason for the trend, at that time our

social media was totally UNAWARE of the situation and simply thought it was another trending topic – we have removed the very insensitive

tweet and will of course take more care in future to look into what we say in our tweets. Again we do apologise for any offense caused

this was not intentional & will not occur again. Our most sincere apologies for both the tweet and situation. – CB

Meanwhile, most Americans are livid at the insensitivity of what is now being perceived as a vacuous and clueless fashion brand spouting off about clothes, shoes, and celebrities. As a result, CelebBoutique has just taken a major hit to its brand, with several thousand people pounding them like the fist of an angry god.

And it’s not going to go away anytime soon.

I’ll cut them a little slack. Yes, I’m angry, but I also recognize that mistakes do happen. Someone made a terrible mistake, and it’s not worth storming the castle with pitchforks and torches. No one should lose their job for this.

But this was a mistake that could have easily — EASILY! — been prevented.

All you have to do is be curious, and be willing to educate yourself.

Lack of Curiosity Killed CelebBoutique

Erik Deckers' Twitter response to CelebBoutiqueTheir first follow-up tweets are the first indication that curiosity is not something CelebBoutique’s social media staff holds in great quantities.

“We didn’t check what the trend was about.”

How do you not check this? How can you not be the least bit curious that some word is trending? Why was the first thing that popped into your head about you and your dress, and not “gee, I wonder why that word is trending?”

There are tools to tell you what is trending. There are tools to tell you why something is trending. Google, Twitter Search, even are all places to start.

This is where people need to think like journalists. A journalist never reports on a story that he hears from one person. A newspaper reporter doesn’t write a single sentence until she has confirmed everything her sources tell her. And they never, ever fire off a comment without knowing a single thing about what they’re talking about.

I don’t know if CelebBoutique uses an outside PR firm to do their social media, or if they have an internal staff. I don’t know if they have one person in charge of the Twitter account, or if there are several people.

But regardless of who is doing what, you need to act like a journalist. Even for just a minute. Act like a journalist.

Be curious.

Ask questions.

Wonder why something is happening, and don’t just fire off the first thing that comes into your head, like an 8-year-old.

Otherwise, you pull a boneheaded move like this, and all the goodwill you and your company have worked for will be shredded and ground into the dirt.

Update: It looks like the National Rifle Association made a similar gaffe. They actually deleted their entire Twitter account.

How a Radio Theater Troupe Uses Social Media to Gain a Worldwide Audience

Social media has played a big part in the success of Decoder Ring Theatre, a Canadian radio theater troupe that produces audio plays reminiscent of old-time radio. Their two mainstay characters, Red Panda and Black Jack Justice live in Toronto (Red Panda during WWII, and Black Jack a few years after). Decoder Ring Theatre also produced six of my radio plays last summer.

I interviewed Decoder Ring founder and leader Gregg Taylor, and asked him about how social media has played a success in what they’ve done, and what their strategy has been over the years. These are his answers.

Decoder Ring Theatre cast

Cast of Decoder Ring Theatre, an audio theatre company in Toronto.

1) How much of your success do you attribute to your own social media networks vs. sheer doggedness and word of mouth?

I kind of lump our social media presence under the broad heading of “sheer doggedness and word of mouth”, so it’s hard for me to seperate the two! Really, Facebook and Twitter have evolved into ways for us to be a part of the daily lives of those listeners who want that kind of relationship.

I started both pages at the specific requests of listeners, and I do try and keep the content on each a little different, for the benefit of those who follow both pages and also our fan boards at

Yes, I certainly do let our corner of Facebook and Twitter know when a new episode goes up, or a new book comes out, because let’s be honest, everyone loses track of these things sometimes, even when you’re as predictable as we are (new episodes on the 1st & 15th of every month, year-round!).

But I do want our social media presence to be just that… social. Facebook offers those listeners a chance to react not just with me, but with each other, to discuss what they like and what they don’t (and of course, in the process, have us appear in the timelines of their friends)… Twitter started out as a little more “behind the scenes/this is what I’m working on right this second”, and still is that kind of sneak-peek for those interested, though by extension it also has become a “welcome to my brain”… again, it’s like the DVD extras for the really big fans. I think we pick up some new listeners that way, but for me, it’s about the enhanced experience, being a part of the extended Decoder Ring family.

2) Are you seeing a lot of traffic coming in from outside referrals (i.e. Twitter, Facebook), as opposed to repeat listeners? Where do they come from?

Listenership has been solid and steady. It’s often hard to tell where it comes from, in a way… when you’re just starting out and you get an extra 80 downloads it’s like “Holy Hanna, look at that spike!”. It has to be a pretty big event for it to really register as an abberation in our patterns these days. Well, big by our standards anyway. I think we’re getting to be big enough now to really properly understand just how tiny we are… we’re comparing ourselves to outfits with gobs of money and wondering just what we’d have to do to make an impact. There have been some serious spikes.

Roger Ebert gave us a shout-out a year or two ago, and that was nice. He tweets a LOT though. I’ve followed him on and off, and there’s no way you can check out everything he mentions unless you have a powerful amount of time on your hands. Still, I have a lot of respect for him and for him to think we were worthy of a mention was exciting.

I guess the biggest single event in terms on new listenership was when we unexpectedly got profiled by the BBC’s technology program last year… just a little piece, but it played all weekend on BBC and around the world on the world service. That was large. Our UK numbers passed Canada immediately and never looked back, which is pretty surprising, considering that the Red Panda Adventures is pretty much the only pulp hero universe in which you’ll hear about the Dieppe Raid, or have a cameo by WLM King, our wartime PM.

I guess what’s great about our listenership is that once we have someone hooked, they tend to stay with us forever, and they get that wonderful evangelical zeal that folks on the internet so often have when promoting things that they love to everyone they know. That’s what really makes us go.

3) What’s your biggest source of listeners?

America. I know that’s not exactly what you’re asking, but I think I ran on a bit in the last question. We have listeners all over the US, but seem to have some super-concentrated pockets in Washington State, in Southern California, in Texas and New York and in Iowa. Lots of Iowans. Don’t seem to have a lot in the Boston area, though. I keep shouting-out to my beloved Patriots and I rarely get a holler back. It is just possible that the crossover audience between NFL football and on-line old-time-radio-style mystery and superhero adventure programs isn’t as great as I imagine it must be. Still, never hurts. Go Pats.

4) You were recently in a radio theatre voting contest. When I last looked a few weeks ago, you were 3 – 4 TIMES ahead of the entire pack, if you had combined all their scores. How did you spread the word about that?

Yeah, I try not to do that stuff too much. I did mobilize our social media folks/fanboards to push for the Podcast Award in 2010, mostly because I was sick and tired of not winning it. Then we won it and it really changed absolutely nothing. Nice to win, made no impact on our audience. In all fairness, I’m not sure “Cultural/Arts” is really a high impact category for a lot of people. I’m sure it carries more weight in other divisions. Actually, come to think of it they never even sent us an award, or certificate or anything. Still, like I say, it was exciting to win, and I bugged people quite a bit about that. But I don’t like to do it too often.

The New Radio Theater contest was different because rather than competing for a non-existent trophy, it’s a cash prize, and I’d love to be able to give a little scratch to some of the folks who have worked so hard on the shows over the years. Really, I think the contest was devised to get people excited about either writing a script for their broadcast radio program New Radio Theater or allowing them to play something already created. It doesn’t take a prize to get me up for that, I love a little radio play wherever I can get it (Can I give a little shout out to Midnight Audio Theatre on Central Ohio’s NPR station WCBE 90.5, now playing Black Jack Justice? – Oh-me-oh, oh-my-oh, Columbus, Ohio! Thank you)

5) Did you end up winning?

Well, it actually runs until January 31st, and I’m writing this on Jan 26th, so I don’t know. (After the 31st, Decoder Ring’s play “The Albatross” ran away with online voting at 1,013 votes.)

Voting is only one part of the process. There are 6 official judges, and the on-line voting counts as a 7th judge. Who can tell? Maybe winning the popular vote in a landslide will actually work against us.

There are also some folks in the audio theatre world that don’t like what we do because we’re old-school. We’re telling stories set in the era when radio was king, but we’re not doing that because it makes us more or less marketable, we’re doing it because these are the stories we want to tell. You have to love what you do, or you can’t expect anyone else to.

We focus on the story and the characters, rather than sound effects, because those are the stories I want to write and we want to create. And also to hear. I think that love comes through in the work, and I think it’s why we have the audience that we do. In any event, there are some great shows in the running, and the judges are some very, very qualified people, I’ll respect their decision whatever it is.

6) Did you feel even a little guilty for exercising your social networks for this contest, almost like you had a social media cheat code?

No way, baby. We have an audience. That’s what everyone putting themselves out there on the Internet hopes for first, and most never find. We’ve developed a group of people who are passionate about the work that we create, that want to be involved and to help where they can, and we’ve developed networks that allow us to reach out to some of those most passionate people directly.

We’d be fools not to use it. It would be like wanting to fail. We can’t influence how the judges will vote, but if you put something out there that’s in our power to effect, by golly we’re going to go out there with our small but hardy band of internet ruffians and get it done.

7) How have you gotten most of your social media connections?

 We promote them on the website, and periodically give them an audio plug in the programs themselves, for those 50% or so of our listeners who get the programs from a podcatcher like iTunes and probably never visit the site directly. It gives our champions one more way to try and convert their friends to our cause.

8) Are they listeners who found you on social media, or are they people who found you on social media and started listening?

 I think both. It’s a bit of a longer shot on Twitter… “Hmmm… this guy seems to share my love for the wisdom of @GoddamnBatman, maybe I’ll listen to his radio show…”, but it happens.

9) How would you incorporate your social networks into a Decoder Ring production or promotion?

We have done a number of “live tweet recording days” from the studio, with various members of our ensemble popping on with comments throughout the seasion. Those were pretty fun. A lot of tweets in a short time though, and I try not to take up too much real estate on anyone’s feed.

10) What advice would you give to radio theatre and live theatre troupes who want to start using social media for their own promotions?

 Do it, but be yourself. You can’t just be out trolling for listeners/customers. You have to be giving something of yourself in the process, and it can be hard to keep up. I still haven’t gone near Google+…. really, I just haven’t had the time. I need to see some evidence that it’s going to stick before I can carve off another piece of myself for that!

11) Have you ever thought about video taping a show and editing it together for a YouTube promotion? Sort of a behind the scenes look at a Decoder Ring show? Better yet, how about uStreaming a taping one night? (I’d watch that one in a heartbeat.)

Yep. We’ve thought about it. It hasn’t happened for a few reasons (a) We run about a year ahead of releases, so it’s spoiler city (b) Making good video is a lot more time/trouble/expense than making good audio and (c) It can be a pretty big distraction when we’re already trying to get a lot done in a short time. Someday!

Sick of the Same Old Social Media Case Studies? Too Bad.

Are you tired of the same old social media case studies? The United Breaks Guitars, the Dell Hells, the @ComcastCares?

It’s a common complaint I hear from other social media marketers. We’re sick of people talking about these case studies all the time. We can recite them by heart, we’ve heard them so many times.

Siouxland Chamber of Commerce Social Media Luncheon 2011

Siouxland Chamber of Commerce Social Media Luncheon, November 2011

The social media mavens raise their voices to the rafters: “We’ve heard them over and over! Show me something new!”

Too bad. Do you know who hasn’t heard them?

Everyone else.

I remember when Jason Falls and I were writing No Bullshit Social Media, the question came up about whether we should include Dell Hell, United Breaks Guitars, and @ComcastCares.

“They’re old. Everyone has heard them,” was the objection.

“Our target readers haven’t heard them,” was the counter-argument. So we decided to leave them in.

A few months later, when I was speaking to a group in Sioux City, Iowa, I asked the 150 people in the room, “How many of you have heard of the United Breaks Guitars incident?” Out of the 150, fewer than 10 people raised their hands.

Chris Brogan and Josh Brolin

This is not the same dude.

We as social media marketers need to remember, not everyone uses social media. Not everyone follows it like we do. Not everyone has heard about the latest case study. Most people still confuse Chris Brogan and Josh Brolin.

While we may be tired of the same old case studies, sick to the teeth of list posts, and still roll our eyes (me included) at every “social media marketing secrets” post that tells us to use Twitter and completely fill out our LinkedIn profile, there’s a very important group of people who have never heard of this before.

Our potential clients.

Remember, while there may be over 383 million people around the world on Twitter, only 27% of them actively use Twitter. In the US, there are 107 million Twitter accounts — accounts, not active users — which is a little more than 1/3 of the country. Hypothetically, if only 27% are using Twitter actively, we’re looking at only 28.9 million people in the US using Twitter, or approximately 9.2% of the country.

In other words, nearly 90% of the country is not using Twitter. Not everyone uses YouTube. Only 40% of the US adult population has a smartphone. And only a small percentage of people are blogging. (Note: Twitter is NOT blogging.)

So while you may be sick to death of the same old case studies, the same old list posts, and the same old “social media secrets for beginners” articles, we’re still fighting an uphill battle. There are still plenty of people who still only think social media is for kids and is all about playing Farmville and Angry Birds. There are still people who don’t get “the Tweeter” and would never “want to hear about someone’s bathroom habits on FaceSpace.” There are still people who don’t understand that social media can be good for business, and that left unchecked, it can hammer your business like the fist of an angry god.

As long as there are clients who are still trying to understand why social media is important, it’s equally important that you be ready to share the stale, 7-year-old case studies with your clients. Bring out the new ones too, but don’t forget that if people feel like they share common knowledge (i.e. when two non-users get together and start talking about “that ‘United Breaks Guitars’ video”), it helps them feel smarter and more empowered to try it themselves. It may also scare the bejeezus out of them, and get them to start using it.

Arm your clients with the body of common knowledge. Go back to the same old case studies, keep using list posts (they always get the highest web traffic for me), and don’t assume everyone is carrying the latest mobile phone. It may feel remedial, but if you’re a social media professional, you need to fish where the fish are.