I once saw this design makeover show on HGTV where the designer tried to get the family who was in the house to think about all design possibilities. She started out by removing all the furniture and painting everything white. The theory, as she explained it, was to start off with a blank canvass to illustrate that anything and everything was possible.
As I predicted, the family froze in the sea of possibility and lack of direction. The designer ended up guiding them into color combinations, design choices, etc., until they could see how everything was fitting together. Then, they came alive and started participating in the design of their makeover.
Very few people can see possibilities when presented with a blank canvass. Yet this is what happens time and time again with web sites and social media channels.
“You need to create content,” says the social media expert who has created the company’s new Facebook page, blog, Twitter account and Google Plus channel. “Y’know, stuff like videos and photos. Graphic content is always hot.”
And the client tenses up as if he is staring into a white room.
Unless you are prepared and skilled to provide the script, shooting and storytelling for the video or the art direction and shooting for the photos or crafting the blog article framework (or actually writing them) you may want to steer clear of advising a company to get into social media.
Simply setting up the social media channels and walking away is just painting a room white.