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Execution Isn’t Everything: The Value of Being Real on Social Media

Execution Isn’t Everything: The Value of Being Real on Social Media

Digital marketing, particularly when social media’s part of the mix, requires a lot of content. Fresh graphics, photos, and videos are needed regularly. While it’s certainly possible to have your marketing agency provide a significant amount of these marketing materials, there are some things even the best agency can’t do for you – things like:

  • Taking a video of your customers as they line up & then rush through the doors at the start of a major sales event.
  • Snap a quick pic of customers having fun shopping, trying on apparel or jewelry, enjoying the food in your restaurant, etc.
  • Give customers that first sneak peek of coming attractions as your deliveries arrive and are unboxed
  • Connect with those spontaneous local moments or events that define your community but may have nothing to do with your business, such as having an Olympic athlete in your town

When we explain this to business owners, they generally immediately ‘get it’ and see the value of this type of content to their marketing mix.

But there’s one set of objections that keep cropping up. They’re not videographers and they’re certain any footage they may shoot won’t be professional quality. Every time they take a picture, it’s crooked and sometimes people’s hands or feet gets cropped out. They’d love to share the latest news from their local celebrity, but every time they attempt to write about it, the words just don’t come out right.

Sound familiar? We’re here to tell you that execution isn’t everything. Today’s customers place a very high premium on the genuine, authentic, and real. If your door buster video’s a little shaky but you can still clearly see the customer’s excitement and enthusiasm – it works. You’re definitely not going to be the first person ever to crop out somebody’s body part on social media. People do love eloquent prose – but they also love information they can’t get anywhere else.

Do the best you can, but don’t let perfection become the enemy of the good. Remember that most social media content is viewed for only a few seconds; people aren’t going to sit down and do a frame-by-frame analysis of your cinematic technique. Practice makes all the difference in the world, too. Start small, committing to creating one or two pieces of content directly from your business each week. The more you do this – or have members of your team do this – the more your skills and confidence will grow. Meanwhile, you’ll be growing your collection of unique, sharable content that gives your customers a chance to know who you really are – and in today’s marketplace, that’s solid gold.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office