“it’s passion. it’s organic. it’s REAL content.”

Chet says: (12:34:58 PM)
do you think blogging should be a strategy?

Jack says: (12:35:35 PM)
i think it depends on your product

Chet says: (12:35:47 PM)
i have such mixed feelings about it

Jack says: (12:36:08 PM)
i read updates from 37signals on this major update to basecamp

Jack says: (12:36:16 PM)
in their blog

Jack says: (12:36:22 PM)
cuz i use the product

Jack says: (12:36:28 PM)
and it means something to me

Chet says: (12:36:31 PM)
yeah

Jack says: (12:36:33 PM)
it’s real content

Jack says: (12:36:35 PM)
not just bs

Chet says: (12:36:37 PM)
right

Jack says: (12:36:37 PM)
content

Chet says: (12:36:40 PM)
so i have an issue with

Chet says: (12:37:05 PM)
those blog posts that take the format “problem-what does it mean-how you can fix it-oh yeah my company is really good at fixing it”

Chet says: (12:37:42 PM)
it should just feel natural

Chet says: (12:37:44 PM)
i don’t know

Jack says: (12:38:13 PM)
exactly

Jack says: (12:38:32 PM)
we have a ‘social’ manager guy

Jack says: (12:38:36 PM)
complete db

Chet says: (12:38:39 PM)
seriously

Jack says: (12:38:41 PM)
does exactly this

Jack says: (12:38:59 PM)
this generation y kid

Chet says: (12:39:03 PM)
right

Jack says: (12:39:16 PM)
thinks he knows everything about social marketing

Jack says: (12:39:17 PM)
meh

Chet says: (12:39:24 PM)
the whole thing is dick

Jack says: (12:39:51 PM)
but it doesn’t have to be

Chet says: (12:40:00 PM)
right

Jack says: (12:40:23 PM)
i have directors ask me …well, what’s the ROI if we implement this social media links/tools/apps and shit

Jack says: (12:40:29 PM)
and i’m like…there is no ROI

Jack says: (12:40:35 PM)
you can’t predict the ROI

Jack says: (12:40:43 PM)
there is no magic formula

Jack says: (12:41:06 PM)
you just have to be committed to doing, like you said, what comes natural. what makes sense.

Jack says: (12:41:11 PM)
you can’t force this shit.

Jack says: (12:41:33 PM)
but then they’re like…well there has to be

Jack says: (12:41:45 PM)
and i say..well good look finding it

Jack says: (12:42:11 PM)
it’s like they can’t get out of this mind set that everything you do has to have some sort of ROI attached to it

Jack says: (12:42:27 PM)
and to me that’s just oldschool biz shit

Jack says: (12:42:45 PM)
and i get that.

Jack says: (12:42:58 PM)
some companies seem to have to track all that

Jack says: (12:43:21 PM)
have to justify the time and money for EVERYTHING you do

Jack says: (12:44:01 PM)
but i don’t see how that model fits into today’s social media world.

Jack says: (12:44:08 PM)
at least not how i’ve seen it work

Jack says: (12:44:22 PM)
they force it into that old model

Jack says: (12:44:27 PM)
and so you get blog posts like you just mentioned

Chet says: (12:44:32 PM)
how does gary v measure the ROI of wine library tv? or all the random videos he shoots?

Jack says: (12:45:38 PM)
i don’t know…maybe i don’t ‘get’ it either

Chet says: (12:45:44 PM)
none of us do

Jack says: (12:45:44 PM)
just my thoughts on the issue

Chet says: (12:45:53 PM)
you just be who you are. share the shit that is important to you.

Jack says: (12:46:01 PM)
i look at gary v and zappos and 37 signals

Jack says: (12:46:12 PM)
and think..YES

Jack says: (12:46:16 PM)
this makes sense

Jack says: (12:47:59 PM)
but i watch our pr team try to fit their ‘message’ into some sort of facebook based seo twitter klout beast and it just isn’t…natural. organic marketing sounds cliche but i think it still rings true.

Chet says: (12:48:25 PM)
yep, people see through that. again, it just doesn’t feel right.

Chet says: (12:48:31 PM)
people know what feels right and what feels forced.

Jack says: (12:49:44 PM)
love the beast. great documentary about eric bana and his love for his car. he keeps it alive because he loves it. it means something to him. you can’t fake that shit. like maynard and his wine. it’s passion. it’s organic. it’s REAL content.