Social Media and Your Marketing Collateral

Tuesday, April 26, 2011

My business cards (designed by the talented Kelly Ashworth) are pretty straightforward: company logo, my name, email address and website. I wanted them to be like this for two reasons:

First, one of the core beliefs of Splendid Communications is that social media is a return to old-fashioned conversations rather than a race to keep up with the next big thing. The platforms that drive digital media are obviously tech based, but their purpose is to build relationships. It's a lot of technology focused on a simple and age-old goal. To reflect that value, I wanted the cards to be simple and uncluttered.

Second, my business purpose in using other social media platforms is to drive people to my main site. Different conversations happen on Twitter, Facebook, Tumblr and other platforms, but Think Splendid is "home." It's the platform I own. It's the place where I can expand on ideas. It's a spot that people can come back to and know they can find me. The other social media sites could shut down tomorrow or become as wildly unpopular as they were once popular (MySpace, anyone?), but Think Splendid allows people to subscribe, to stay in the loop, to grab a cup of coffee and get comfortable. I wanted the cards to have my website on them because that's the ultimate destination I want people to visit. From here they can find the other social media platforms where I engage in conversations. Just as you don't force everyone you know to be involved in every conversation you have, those sites aren't a fit for every part of your audience. I didn't want to clutter up my business cards with irrelevant information that might distract people from what I need to accomplish.

As you design your offline marketing collateral, consider why you use social media. Is it necessary to have every little detail on your materials? Or can less be more?

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