Marketing implies selling. Communication implies relationship.
That line is from a tweet of mine last week that really seemed to resonate with a big audience. Which in turn pushed it back on to Think Digital and our purpose as an organization.
The Chandler Bing Question
What is it that we actually do? I struggled with this question for a long time. Not because I didn’t know the answer. It was because I didn’t want to say we do social media marketing, the default category companies like Think Digital are placed into.
The reality is that isn’t the only thing we do. It’s a component, but it’s not “the thing.” Sometimes there are agencies or individuals who spend their whole entire day doing social media marketing.
I wanted our company to be more than that. Not that it’s bad, but the reality is social media as a trend or hot topic is fleeting.
I don’t want to build a fleeting business; I want a business that’s around for a long haul.
That was a tension point. The other tension point was the course I created: Think Digital Academy.
I found out as people were taking the course that they wanted customized plans or help with implementation. They wanted to learn the stuff we were teaching in the academy for their whole team which looks differently than what the course will offer.
Simply calling ourselves a digital or social media marketing company seemed short sighted.
A Digital Communication Company
We are renaming Think Digital as a digital communication company because nobody wants to be sold to, but everyone wants a friend. We settled here because we help brands, individuals, and organizations build lasting online relationships.
The long and short of it is this: the more relationships that you start, nurture, and multiply the more opportunity you have for connection around your big idea.
That connection can mean sales, it can mean capturing email addresses, it can mean more donations/donors. It can mean tons of different things depending on your scenario.
At the heart of what we do, we facilitate and help people build those relationships online with the people they care about and the people who care about what they care about.
At the end of the day that is who we are and what we do. It just so happens that right now the avenue for doing that is social media and building websites and writing email newsletters. It’s in consulting and in teaching courses. But this can all change! It may be completely different 10 years from now.
We have the ability to change and adapt as a digital communications company. If I put my stake in the ground that we are a social media marketing company come hell or high water, or company is going to end when social media is swept aside by the next thing.
The Chandler Bing Answer
Eventually we found out what Chandler Bing does: he was an IT procurement manager! I think we have finally found out what Think Digital does: we are a digital communications company.
My team would love to show you what digital communications means. If you need help building relationships online, shoot me an email here.