andy giefer

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Sometimes openness literally means being open

Last weekend I was fortunate to have my first Twins spring training experience. My friends and I had tickets to see a game at Hammond Stadium, the team's spring home in Fort Myers. The day before the game, we decided to drop by and see what it's all about.

We were pleased to find the facility was open and free to the public. We watched batting practice and a few scrimmage games between Twins and Orioles prospects, with some star power sprinkled in (most of the pros were playing an away game that day).

Imagine seeing the likes of Justin Morneau and Jim Thome taking cuts with only a chain link fence between you and them. It was like watching little league only with big names.

Meanwhile, legends like Paul Molitor, Tom Kelly and Tony Oliva milled around the complex, coaching and evaluating young talent. Athletes far outnumbered fans, with only 15-20 of us there. The vibe was friendly and laid back. A fellow fan told us Hammond Stadium is the best spring training facility in Florida.

This experience was probably more memorable than the actual game we attended the following day. The level of access we enjoyed strengthened our bond to the Twins and is definitely getting word-of-mouth mileage from me. 

A reminder that while the discussion of business openness and transparency often revolves around social media, there are plenty of ways to achieve that in real life as well.

By the way, this did result in a sale. The pro shop was open too, so I stopped in and bought a Twins hat.

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5 Underrated Benefits of Social Media Marketing


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The business benefits of social media are well established, but there's also a large set of of peripheral benefits that don't get much attention. I'm thinking of those many overlooked things that you need to do well in social media. For example, SM:

1. Asks you to do something remarkable: Mediocrity doesn't go very far in social media. You need to offer something remarkable that people love. That could be design or service or charitable giving or a sense of humor. But it has to be worth sharing.

2. Makes you a WIIFM (what's in it for me) superstar: Social media provides a constant reminder of who your customer is and that your efforts must pass their WIIFM test (i.e. why should they care about you?). That close customer contact can make you more comfortable walking around in their shoes, helping you apply a customer-centric approach to all your business practices.

3. Holds you accountable: Did someone have a bad experience with your business? Well, social media means no more sweeping it under the rug. There's a good chance that customer will call you out on social networks or review sites. And, believe it or not, that's a good thing. That accountability is your added motivation to apologize, fix the problem, do better next time, and be a better business in the long term. Not to mention, it's the right thing to do.

SM also puts a premium on honesty. Audiences see through unsubstantiated claims and anything that smells inauthentic or automated. Your best bet is to be real.

4. Requires you to master time management: Social media can eat large chunks of time in your already full day if you're not careful. Scheduling in SM forces you to prioritize, be disciplined and make better use of your time. 

5. Makes you a better writer: Formal business writing has its place, but it's not social media. Your audience wants personality, and you have plenty of opportunities to develop your own engaging conversational voice through SM. Mastering that kind of writing will pay off, and not just online. Plus, Twitter will give you a good handle on pithiness, which comes in very handy.

Got more to add to this list? I'd love to hear them.

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Andy Giefer

Andy Giefer

Strategic PR/marketing guy with a love for all things digital. Passionate about connecting remarkable brands + people.

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