There’s a popular method of content creation, centred around making grandiose statements.

These statements, and the blog posts around them, can range from the usual war cries of being more human in business, to posts on transparency and authenticity on the web, to how an “industry” – for want of a better term – like social media needs its proponents to apologize for all their wrong-doing.

While the messaging of these types of posts may mean well, they only truly mean well if they come with no baggage.

The problem is, many don’t. Instead, they’re temporary soundbites, catharsis, or premises of something the author(s) miss in the bigger picture, that purport to be or do something that rarely continues after the original piece of content has been forgotten.

Words – or whatever shape the content takes, be it a podcast or video instead – are easy to create. And they may even sound good while creating them, and look great when the positive comments and affirmation starts rolling in.

But the real meat is in how the creators are making these things happen continuously, or whether they’ve been – and continue to be – part of the malaise they reside over, and their own previous behaviour and actions lives up to these grandiose statements.

Hindsight is easy; current thinking based on hindsight, just as easy. Grandiose is the easiest of all, because it validates hindsight with a moment of clarity.

Except it doesn’t.

Consistent action validates and clarifies. Grandiose is merely its noisy neighbour.

image: Alex Eylar

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Danny Brown
Co-author Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing. #1 marketing blog in world as per HubSpot. Husband. Father. Optimist. Pragmatist. Never says no to a good single malt. You can find me on Twitter - Google+ - LinkedIn.
28 comments
lpmikov
lpmikov

@fondalo @DannyBrown "Consistent action validates and clarifies. Grandiose is merely its noisy neighbour." Love it.

allpointspr100
allpointspr100

Thanks for the post, Danny. It's like social media people love to seem philosophical.. i understand the irony in that my statement sounds philosophical. 

BilalJaffery
BilalJaffery

It's much easier to comment, then to do the actual work. Most social media gurus are just commenting. :)

EricBrown
EricBrown

The 'rock stars' of social media made their names via grandiose statements. And they are still living off those statements.

Well done Danny.

Latest blog post: Graat Heron in Flight

PeterJ42
PeterJ42

I remember Tony Blair saying:

"A day like today is not a day for soundbites, really. But I feel the hand of history upon our shoulders. I really do."

He, like his mentor Bill Clinton, was the expert in saying nothing and making it sound important.

It made him a reputation. And he got away with it for ten years.

That is the power of the grandiose statement. It lasts long after the facts are forgotten.

DannyBrown
DannyBrown

@lpmikov Thank you! I'm thinking of getting it on a tee shirt for the next generic social media conference ;-) @fondalo

Danny Brown
Danny Brown moderator

@BilalJaffery  But you just commented. Wait a minute - is this being filmed for Punk'd??? :)

Danny Brown
Danny Brown moderator

@Howie Goldfarb  To a degree, yes, mate. Except when it's personal opinion and representation of one viewpoint. Take the transparency/authenticity posts across the web, for example. Usually they run with one person's take on being let down, or having their eyes opened to a person or brand. Yet we're only getting their point of view, and as the wise saying goes, there's your version, my version, and the truth.

So for all the data we have publicly, there's a lot that goes on privately that we'll never see, yet our views can be skewed by that public piece.

Danny Brown
Danny Brown moderator

@EricBrown  Remember when folks actually had "social media rock star" in their bio? I recall a certain social media blogger actually creating little 150px x 150px blog badges that declared "NAME thinks I'm a social media rock star", and people actually put it on their sidebars!

Danny Brown
Danny Brown moderator

@PeterJ42  Ah, Tony Blair... now there's a name from the past, mate (I was still in the UK when he swept to power). All the promises, changes, etc... and then we found out he was simply a Tory in disguise. Imagine what could have happened had John Smith not died of a heart attack in '94...

lpmikov
lpmikov

@DannyBrown Lol catchy! Thanks for the follow. Hope your week is going well so far.

zsshearer
zsshearer

@Danny Brown @Howie Goldfarb  I'm thinking about the very recent (not provided) fiasco in paid search. It's not analogous to organic (not provided) but that didn't stop hundreds of marketing speculators making bold claims about nothing they could verify at the time. 


If only there was a Chrome extension that filtered out content from those publishers who fancy themselves psychic mediums.

lpmikov
lpmikov

@DannyBrown Thanks! It wasn't long but it was very restful and full of family.

DannyBrown
DannyBrown

@lpmikov Short week thanks to Easter, so all good, thanks. Hope you had great long weekend!

BundlePost
BundlePost

@DannyBrown no, saw it via Facebook. We should chat again and I will outline what we are doing this year with all this...