Darlene McCarty Cohn is Not a Guru

guru nanak

Not Darlene McCarty Cohn

Let’s get one thing straight right out of the gate: I am not a Social Media Guru. I’m not a rock star either, but I’d be okay with the fast cars. I’m definitely not a swami. I am simply Darlene McCarty Cohn: writer, marketer, and educator. I’m good with that. “Guru” is a little too high-maintenance for me.

There’s nothing any more mysterious about digital marketing than about any other kind of marketing. But those of us in the field like to talk about “branding,” and if you’re in a shiny new industry where you get to make up your own title, well, why not brand yourself a guru? Beats “Chatter Monkey.”

Personally, I’d rather skip the pretentious title and just get to work. So here’s mine: D. Cohn Communications does social marketing management. In other words, I’m an organized, flexible writer who is good with computers. That’s a bit much to fit on a business card, though.

Like any marketer, my goal is to help you develop business. To do that, I create and maintain your digital marketing tools. I set up your business’s social media accounts, and then I write the posts. I take care of your web page. I write your blogs. I help you keep your email list up to date. I write your monthly newsletters. I make PowerPoint presentations. You get the idea. However, before you shrug your shoulders and say, “Big deal. Anyone can do that. I’m on Facebook every day,” let me explain why what I do is important. Have a look back at my self-description:

1. I’m an organized

broken windows

Not what you want your customers to see, is it?

Using social media for marketing doesn’t work if you make an account for your business and then all but abandon it. If you’re not making regular posts – whether on Facebook, Twitter, a blog, or any other platform, your account is doing you more harm than good. These tools only work if they’re kept up-to-date. Without fresh, interesting material, readers stop reading. Worse, an empty page is like an empty shop window – it looks like no one cares about it, even if the truth is you’re just too busy to keep up with it.

So you let me worry about that. I keep your pages and accounts current with custom-made content that will draw attention to your business. All your new and loyal customers will be so impressed they’ll call you a social media guru. Don’t argue. Just thank them and smile mysteriously.

2. flexible writer

Sure, your kid is a whiz with Facebook. So are a lot of people. But not everyone is an expert communicator focused on getting you new customers. Fine tuning your business’s voice, tone, and message means defining your brand and matching that brand across all your marketing tools – from newspaper ad to tweet. For that, you need a flexible writer. Your business’s Facebook posts should not sound like your teenager wrote them – unless your customers are your teenager’s friends. Your blog won’t sound like my blog. It will be about topics important to you and your customers, written in a voice to match your business.

(Plus, I’m really good with punctuation and grammar. I even know what a semi-colon does; it does this.)

3. who is good with computers.

I know what all those annoying little buttons do, and I actually read the fine print when the rules change. How’s that?

I find digital media fascinating, but I don’t expect my clients to. I do a lot of research, and I could write a blog on social media trends, peppered with jargon, droning on about metrics and peak usage times. That might impress other social media specialists, it might get me closer to guru-hood, but it’s really not my style. My job is to take all of those worries off of your shoulders and let you focus on what you do best – whatever that may be.

There’s no magic in using the Internet. You don’t have to go through an initiation by fire to rock your Twitter feed. What you might need is someone to show you how. I may not be a sage, but I’m hoping you’ll keep reading my blog as it grows, because I do have a social media philosophy I firmly believe in. Social marketing is powerful because the guiding principal is sharing, which I define very literally. Beyond generating new likes and leads, sharing – as in giving away part of what you have – generates good will, faith, and loyalty. It’s what makes networking useful. It’s why we value education. I will coach you to give away some of your expertise to draw in new clients, and I’m going to do the same here. So stay tuned to this blog for practical tips about how to make your digital tools work harder for you.

I suppose you could call me “maven.” That’s kind of cool.