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What the Black Knight Can Teach Us About Social Media Marketing
March 10, 2014 |Estimated reading time: 3 minutes
I was looking for column-writing inspiration* last weekend by watching Monty Python and the Holy Grail (if I'm looking for inspiration somewhere, I might as well enjoy it), and I realized that the Black Knight has many of the good habits and virtues that can be use with social media marketing.
The Black Knight is Patient Arthur: You fight with the strength of many men, Sir Knight.[Pause.] Arthur: I am Arthur, King of the Britons.[Pause.]Arthur: I seek the finest and the bravest knights in the land to join me in my Court of Camelot.[Pause.]Arthur: You have proved yourself worthy; will you join me?[Pause.]Arthur: You make me sad. So be it. Come, Patsy.
In this first not-quite-verbal exchange, the Black Knight demonstrates his patience, and as social media marketers we can learn from his example. Social media is about building visibility, credibility, and relationships, and these all take time.
The Black Knight is Focused on His Mission
Black Knight: None shall pass.Arthur: What?Black Knight: None shall pass.Arthur: I have no quarrel with you, good Sir Knight, but I must cross this bridge.Black Knight: Then you shall die.Focus in social media means having goals and never losing sight of them. Specific goals lead to measurable results that mean something. If I can’t assign a value to a “like” then who cares how many I receive? The Black Knight Knows How to Put Things in Context
[Arthur chops the Black Knight's left arm off after a short battle.]Arthur: Now stand aside, worthy adversary.Black Knight: 'Tis but a scratch.Arthur: A scratch? Your arm's off!Black Knight: No, it isn't.Arthur: Well, what's that then?Black Knight: I've had worse.
In social media, we need to understand how we fit in with, and mesh together with, other facets of our company’s marketing efforts. Otherwise, we are just engaging in random acts of marketing.
The Black Knight Does Not Give Up
[Arthur chops the Black Knight's right arm off.]Arthur: Victory is mine! We thank thee Lord, that in thy mercy...[The Black Knight kicks Arthur in the head while he is praying.]Black Knight: Come on then.Arthur: What?Black Knight: Have at you!Arthur: You are indeed brave, Sir knight, but the fight is mine.Black Knight: Oh, had enough, eh?Arthur: Look, you stupid bastard, you've got no arms left.Black Knight: Yes I have.Arthur: Look!Black Knight: Just a flesh wound.
And as social marketers, neither should we. It is important that we recognize that social media is still evolving. Some social networks that are dominant may disappear in a few years. Last year people were saying Google+ was a ghost town, now they say Google+ is eating Facebook’s lunch.
The Black Knight is Not Fazed by Minor Setbacks
Arthur: Look, I'll have your leg. Right! [Arthur chops off the Black Knight's leg.]Black Knight: Right, I'll do you for that!Arthur: You'll what?Black Knight: Come 'ere!Arthur: What are you going to do, bleed on me?Black Knight: I'm invincible!Just as the Black Knight is not fazed by losing both arms and one of his legs, neither should we be fazed by minor setbacks in our social media efforts. Social media involves a lot of testing and experimentation. Social media is no different from other marketing such as the content of email newsletters, or in choosing which trade shows to attend. Some work, and some don’t. But we won’t know what works unless we try it.
The Black Knight is Optimistic[Arthur chops the Black Knight's other leg off.]Black Knight: All right; we'll call it a draw.
And a little optimism is always in order.
One last observation: Notice that the Black Knight waits for his adversaries to come to him? He does not seek them out. Is he an early example of inbound marketing?And look for a future column on what the Knights who say “Ni!” can teach us about customer service. *With thanks and apologies to Monty Python and their lawyers.Bruce Johnston is a sales consultant specializing in social media and especially LinkedIn. He has over 25 years experience in high-tech sales and management. He can be reached at brucej@practicalsmm.com or through his profile on LinkedIn.