Social media should have a split personality.

Whatever the industry, it seems like everybody is hot to use social media as a major part of their marketing communications.

That’s cool. It's an affordable channel for sure. But it’s important to recognize that social media — like any other marketing tool — works best when it’s a blend of art and science.
"Art" being "creativity."

Thing is, the medium may have changed, but creativity is just as important in a social media campaign as it ever was in a print or television campaign. Maybe, given the size and limitations on the executions, even more so.

Which is to say your posts should do more than just be there and highlight your employee of the month or your latest offer or promotion.

That’s because people pay attention to things that interest them, things that pique their interest and hold it. Sometimes, it happens to be an ad or a social media post. And if your post isn’t interesting, they’re going to blow right on by.

So it’s critical that your social media campaign is built on as much creative thinking as any Super Bowl commercial.

That means you’d better have some bona-fide creative professionals involved somewhere along the line. In other words, your social media campaign should have an idea behind it. A strategy. A string of posts won't get the job done.

We’ve said it before and we’ll no doubt say it again: creativity is the last unfair advantage we're legally allowed to take over our competitors.

Actually, we didn’t say that first. Ad legend Bill Bernbach did. But you get the idea.

________________________________________________

Looky, looky . . .

A website is a visual medium.
Make the most of it.

Sure, people read copy, but it’s often the pictures or illustrations that capture their attention and keep them looking around.

More, actually, than the techno-gizmos web designers sometimes overdo. It’s what we in the ad biz have for years referred to as concept versus execution. A great photo that just sits there is better than an ordinary one surrounded by bells and whistles. 

This is especially true in the hospitality business. You want your site visitors to have an emotional reaction to what they see. Want images that will stand out and speak to potential guests? Turn your photographer loose. 

Of course, there are things you need to show — sleeping rooms, the pool, spa, restaurants and so on — but there’s nothing that says you have to duplicate the photography everybody else is using. Just scan a few hospitality websites. For the most part, you’ll see the same shots over and over again. It’s one thing to want a room shot. It’s another thing to settle for a room shot without life or spirit to it. 

Photographers are creative animals. For years, we’ve always paid the most attention to the “personal work” sections of their websites to see how their minds works. That’s where you’ll find out their real creative style. 

We’re not trying to hustle anybody in particular, but our favorite photographer for years has been Ira Wexler, who sees things the rest of us don’t see and sees the things we all see in a way others don’t see them. Whenever we’ve been on a shoot, he just keeps shooting during setup and downtime. And some of the best shots we get are those that he got when he sort of wandered off the reservation. 

So don’t tell your photographer that you want precisely this, precisely that and precisely the other thing precisely this way or that. Make sure they know what they need to shoot — sleeping rooms, bar, restaurant, spa, and so on. Then let them do what they do best. Maybe send an art director along if it makes you feel better.

It makes no sense to hire a creative soul and then overmanage their work. Let them do what they do best.

______________________________________________________