Because we at The Escape Pod have done quite of bit of experimentation with social media, people frequently ask us about it.

Like it’s something mysterious that there is an answer to.

You know, like there’s a solution to this whole social media thing.

Like it’s a problem rather than an opportunity.

Social media just is.

It’s something that exists and it’s entirely up to you how you take advantage of it.

Which sounds great. And it is great.

It’s awesome!

There’s just one problem.

And it’s a big one.

Social media is energy.

Actually it’s lots of little pulses of energy. Lots of little ideas.


Being active in social media is a lot like owning a very small regional newspaper.

You really have to sweat it to come up with the content all the time.

And that’s the real challenge.

This takes dedication and motivation and above all, energy.

As a longtime blogger I am frequently amazed at how many ad agency blogs are covered in weeds and cobwebs.

Because nobody took the effort to keep them updated.

They ran out of enthusiasm and energy. And ideas.

Social media isn’t just a marathon, and it’s not just an ultra-marathon.

It’s a forever marathon.

Wow. No wonder so many people drop out early.

A forever marathon? That doesn’t sound very appealing at all does it?

See you tomorrow!


  1. Well said. I like the analogy with the marathon. A “forever marathon”, it’s terrifying, yet oddly-appealing. One of the keys to all long-distance races is pacing, and I think the same applies. Go too fast and you’ll run out of content, ideas, enthusiasm, etc. Too slow and it will be to easy to slow to a walk, and then drop out of the race. (so to speak). An easy jogging pace does it. Visualize the next 3 miles, and enjoy the ride!

    • thanks martin. for example i like to average a blog post every 2.5 days on average. consistency and regularity. boring but necessary!

  2. hahahah. so true. social media isn’t worth it, in my opinion. it’s like going door to door to sell cookies vs. having people go to you for food. if the food is good enough they’ll come (even if it’s cookies).

    horrible analogy aside, fuck social media. it’s a damn fucking company for chrissakes. make the product cool if you can, if not then make the commercials cool. social media is like a date that talks too much — just because there’s a lot of talking, doesn’t mean there’s any true dialogue or conversation.

    • ha! there is always the possibility that social media is the CB radio of the modern age. it pushes a lot of similar buttons. and brands don’t really belong there, let’s face it.

      but i can tell from daughter that i have no idea what i’m really talking about. they’re all on tumblr because, in my daughter’s words “Facebook is embarrassing”.

      she’s 15. this means the end of facebook is nigh.

  3. I agree with ‘me!’
    And not for the first time.

  4. advertising and marketing aside, i think it’s the internet that’s the bigger issue. people live online and in traditional, and you can pull up youtube videos with a zillion hits and i bet 99 out of 100 on the street will never have heard of it.

    in print and tv, there are only so many meeting points (channels, publications) where companies can interact with consumers; whereas with digital, it’s so fragmented and there’s an infinite amount of frequencies where people live online. not to shit on digital, but how the hell is it a part of ANY conversation outside of the advertising community?

    true social media is the kind that involves social interaction. it’s tangible. it’s “have you seen that commercial” and it’s ripping out a print ad and putting it on the wall.

    • i know what you mean. mass marketing was built on the back of mass media. and that doesn’t change simply because there are now new ways to reach a comparative sliver of the population. making a great piece of video about your brand is still the thing that travels easiest and farthest.

  5. Nice post, VW. In the comments you say, let’s face it brands don’t really belong in social media. Which I like, because most brands are not inherently social. But do you know who is? Small businesses. For them, I think social channels are something of a gift.

    • yes david. a lot of brands are somewhat hollow facades with no real life to them. and social media can sometimes be the thing that exposes this to the world. not a good thing. sometimes it’s better to keep your mouth shut

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