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Stop Guessing! Social Media Strategies That Work · Not All Business

0:00
Do you ever feel like you're posting into the void, or worse,
0:03
that everyone else has cracked the social media code and you're
0:06
still, like, fumbling with a guidebook?
0:08
Good news, there's no guidebook. And that's actually the point.
0:12
Today, we're talking to Alicia Everett, social media strategist
0:16
and host of Your Audience is Waiting.
0:18
You're going to hear why going viral isn't actually the goal
0:21
and why your CEO's fear of social media might be rooted in
0:25
something deeper than you think and how to stop posting sideways
0:28
when you could be moving forward.
0:30
We're also deep in the pip for pup journey.
0:33
Heather's very public fitness transformation continues,
0:36
complete with skinny mirror revelations and CrossFit
0:39
humility. And I developed a third eye and
0:41
that's new, hopefully temporary and hopefully almost gone.
0:45
So let's get to it welcome to Not all Business, a podcast by
0:48
two former CEO's who went from competitors to friends.
0:51
I'm Blakely Graham and my Co host is Heather Cooper, and
0:55
we're joined by our producer, Clay Cornell.
0:57
Now let's get down to business. It's another day, Heather.
1:06
Welcome back to another day. Yeah, I don't know if I'm
1:10
talking. To you I what?
1:12
That I just, I mean, I am going to talk to you because I love
1:15
you and everything. But like, that was rough, the
1:18
CrossFit. Oh, the pit for pop.
1:21
Yeah, tell me, how did it go? Well, let me tell you how it
1:24
went. It went, it went great as far as
1:28
they were very welcoming and very kind.
1:30
And I mean, it was opposite of They could not have gone out of
1:33
their way to make me feel better.
1:34
Not just Blakely and Nicole, but also the reception people.
1:37
I mean, it was very warm, welcoming environment.
1:38
I don't know if they gave him a heads up, like this girl's going
1:41
to come in and she's going to feel very scared.
1:43
But that part was lovely. Here's the part that wasn't
1:46
lovely. Well, tell us.
1:50
I mean, you'll see it like because I'm still going to do
1:53
this, I guess, but. Yes, you.
1:54
Are do you ever see a picture of yourself or God forbid, a video
1:59
and you're like, no way I look like that.
2:01
Like when I left that morning and I chose the clothes like,
2:04
oh, they're just my workout clothes, but I'm like, Oh my
2:07
God, so those are going in the burning trash can.
2:10
I, I look so gross. And it's just so yes, I didn't
2:14
realize I had stomach rolls. And I guess when I stand up and
2:18
then if I looked out like, I mean, they're really bad and
2:24
like from the back, Oh my God. I'm like, I'm so thankful I got
2:29
married and I don't have to be on the market anymore.
2:32
And it's like, I guess he sees me like this.
2:35
It was horrible and also I'm wondering if I have one of those
2:39
skinny mirrors, you know that how some stores will have like a
2:42
skinny mirror. And you're like skinny mirror in
2:45
your store. It's so deceptive.
2:47
You go home with those pants, all of a sudden you have like
2:49
the mom belly and you're like, I did not have that at
2:51
Anthropology in the mirrors with the dim lighting.
2:55
Right, I think I accidentally bought a skinny mirror for my
2:57
house because every day when I leave I feel like I look OK and
3:01
then not according to those videos.
3:03
Any chance to use like a fisheye lens or anything I could get on?
3:08
This is me asking Clay for like a softer lens on this.
3:11
He's like, no, you need more clarity, crisper and like, no,
3:16
there's no heart. Bless his heart because I was
3:18
like, so my arm definitely like it.
3:20
Is it? It looks like that.
3:22
He's like, no, he's like, she probably used like a fisheye.
3:24
You know how to like, make us look like wider than it.
3:27
Actually is, I know. That which is why you didn't use
3:30
it because you just used the standard lens.
3:32
And God bless him for trying to make me feel better, but man, to
3:35
feel already as weak as I did leaving there because it was
3:39
very, you know, we did my baseline test.
3:43
It was fantastic. Your baseline, like your push up
3:47
was unbelievable. Like I could not believe how
3:49
strong you were in that so. That was it.
3:51
Was it as strong Like when I fell to the ground because I
3:54
couldn't? Was it that part, the strong
3:56
part or? You're not supposed to compare,
3:59
but all I know is like myself, and I will say your push up is
4:03
1000 times stronger than mine ever.
4:06
Maybe not, maybe we're more on part now, but it was strong.
4:10
And then your pull up, I think I told you so you're going to see
4:12
this on the reels. But the Pole has this way that
4:16
she gives you bands, right? Like bands to hang from the bar
4:19
to give you more like buoyancy. I don't know what the word is to
4:22
kind of assist you over the bar and then you draw top of bands
4:26
as you progress and get better. Heather uses a green and a blue,
4:30
which is fine. Let me say for reference, when I
4:35
started CrossFit I used 5 green bands.
4:39
I was like flipping up and over that bar.
4:40
It was like a gymnastics role. Like, it was incredible.
4:43
I'm going to get 5 bands I will use a green and a blue and a
4:46
little sneaky assist from from Nicole on my back to help me
4:50
just get sober. The edge.
4:53
No, it was awesome. It was humbling, but man, that
4:56
was a rough, rough realization looking.
4:59
At all different shapes and sizes, Heather, I would not
5:03
worry about that. What you should worry about is
5:05
your camera operator, who has never done that before.
5:09
And I couldn't figure out how to make the camera vertical clay.
5:13
You would have hated me. So it was like horizontal for
5:15
the first reel. The second reel is vertical.
5:18
And then I'm like, they keep moving.
5:19
What am I supposed to do? Am I supposed to zoom in?
5:21
Am I supposed to move? So half the time I'm like moving
5:24
the camera. Half the time I'm shaking.
5:27
It was a lot. There were a lot of lessons
5:29
learned, a lot of. Lessons learned Well, and here's
5:31
the deal. I I love that there's all
5:33
bodies, shapes and sizes. And it's not even that, like,
5:36
that's great. I just didn't know that's what I
5:38
looked. It was the shock of like, I
5:40
didn't think that's what it was. You know what I mean?
5:43
Like that's the part where I'm like, OK, so now I need to
5:47
accept this body because I was accepting the one I think from
5:51
my skinny mirror that I didn't know I got.
5:53
That's OK, who cares? It's going to be fine.
5:55
It's humiliating. 2026, the year of my ego death.
5:59
I'll take it. I Heather, I can walk around
6:02
with a third eye on my face. You can walk around with a
6:05
couple like belly rolls. It's fine.
6:07
It's. Fine, OK, What's going on with
6:08
your eye? I woke up about a week ago and I
6:13
basically grew a third eye on my lid.
6:15
I guess it's probably a stye that seems kind of normal.
6:20
This does not seem normal. It is the size of a marble.
6:23
I have lots of makeup on so don't like.
6:25
If you look closely you can see it, but I I almost I cancelled
6:29
the gym this morning because I was so embarrassed because my
6:31
eye was swollen shut. You look like you got in a bar
6:34
fight. I yeah, bar fight couldn't look
6:38
like that. I don't, I wouldn't know about
6:40
that. But yeah, it was bad.
6:42
And anyway, Nicole, same. Nicole calls me this morning to
6:46
ask me for some feedback on something.
6:49
She was like, where are you? I'm like, just cancel.
6:51
She's like, why did you cancel? And I'm like, I got a stye in my
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eye. She's like what the fuck
6:55
Blakely? Like get in here, like get over
6:58
your fears. And so I guess I will see the
7:01
same. Advice.
7:02
But what if it's contagious? What if it's pink eye and now
7:04
all of CrossFit has pink eye? I have.
7:06
Pink eye. I have a third eye growing on my
7:08
lid. It's not pink eye.
7:11
It's not contagious. It's so bad.
7:13
That is such the secret to the success of the gym.
7:16
What? What's that?
7:17
You get a phone call from Nicole saying where are you?
7:22
Get in here. And then you say that you're
7:25
medically injured and she says I don't care.
7:29
Yeah, exactly. There's. 0.
7:31
You want to know it's the podcast that got me there.
7:34
I kid you not. We talked so much about how
7:36
we're creating a safe space, how we're going to be vulnerable and
7:39
how like we just shouldn't. I don't know, I get fake A to
7:43
make it get over these fears and if I'm scared to come on like I
7:46
wanted to cancel today. I mean I'm messing with my
7:48
lighting. I'm doing everything and it
7:50
would just be wrong. It would feel wrong.
7:52
And so I'm just trying to like, throw it out there, throw out
7:56
the third eye, it's fine. Well, I'm, I'm sorry to let you
8:01
know, you can't really tell at all.
8:03
So all of that effort. It's so frustrating because you
8:08
cannot see it and you can't OK our listeners and viewers.
8:13
You have to understand, Heather and I received a picture the
8:16
other night that was like, how are we going to do this?
8:20
We were going to all wear patches to be like in
8:22
solidarity. I showed the picture to Ray,
8:25
which I'm sure is a HIPAA violation.
8:28
OK. See.
8:29
Yeah, that's what we saw. We saw that and we saw a medical
8:33
emergency. There were two separate
8:35
pictures. And she's still here.
8:37
And now you look great. Can't.
8:39
And you, we show up today and I'm like, oh, so you went to the
8:42
gym, right? You're totally fine.
8:43
I have a lot of contaminated makeup on my face right now.
8:46
It's not good for. No ophthalmologist would approve
8:50
what's happening on. OK, but hang on one second.
8:52
A minute ago you just you said something.
8:54
I just want to double back on. Oh, you said really weird.
8:58
Like I wouldn't know anything about that.
9:00
When we were talking about getting to a bar fight, Heather
9:03
said something about getting a bar fight.
9:05
You said I wouldn't know anything about that.
9:06
What's going on there? I've never been in a bar fight.
9:09
I've I have been in one fight in my life, which is I'm I'm
9:14
embarrassed about. How close was it to a bar?
9:17
Because if it's within 100 feet, it's a bar fight.
9:20
I mean, it was at a park party with lots of kegs and beer, so
9:24
you could call it a bar that's. A bar fight.
9:28
But I got one of those classic college girl flights.
9:32
Have you? Did you ever get in a classic
9:34
college girl fight anyone? No, what's a like?
9:37
Like nails out like like hitting each other and not really like
9:41
throwing punches. It was, yeah.
9:43
No punches. Well, kind of a punch was
9:46
thrown. No bruises, though.
9:48
No, like third eyes were formed. But this girl came up to me.
9:52
It was at a party. It was at my boyfriend's house.
9:55
It was packed. It was probably like 2-3 hundred
9:57
people I packed. It was hot.
9:58
There was like beer, that beer sludge on the ground, right?
10:01
It was super gross. And this girl comes up, she's
10:04
got her keg cup in her hand. OK.
10:06
I want to, like, close my tea cup here, so I don't want to
10:09
spill. And she just like, throws it at
10:12
me like, but were you doing wrong?
10:15
I like nothing. I'm were you talking to her?
10:17
Boyfriend. Hang on, hang on.
10:19
Victim blaming. OK, let's hear the first side of
10:22
the story. No clue.
10:24
I stood there in shock. I was like covered in beer from
10:27
head to toe going what did I do? Like what's happening?
10:30
Is it mistaken identity? Like what?
10:33
I just didn't know. And I asked my friends and
10:35
they're like, what did you do, that girl?
10:37
I don't know. And so maybe I was talking to
10:38
her boyfriend. Who was her boyfriend?
10:40
Who was she? Like, no clue.
10:42
But I did the most deplorable, horrible thing you could
10:46
possibly do. What did you do?
10:48
Here we go. I retaliated and so I I got a
10:53
fresh cup of beer and I went over to her and I just like
10:57
poured it on the top of her head.
10:59
Nice. How long in between those two
11:02
incidents like? 2 minutes.
11:05
OK, long enough for you to go to the keg and fill up your beer.
11:08
Yeah, OK. And so next.
11:11
Premeditated lawyer. I see the.
11:13
I like it her. Friend like, let's take this
11:15
outside like classic line. So I'm like, OK, like I don't
11:20
know what to do here. So we go outside and we're on
11:24
the like there's AI don't want you to call that the landing
11:29
where the door comes out. And then there's a few steps
11:31
into the yard. It's like a concrete like slab
11:35
that is probably like 3 feet off the ground, which is parallel
11:39
with like the trash can. And she like is out there on the
11:44
slab. I walk out and I go and I was
11:48
like just maybe tapped her a little bit.
11:52
OK, what? Hang on.
11:54
Did you push her off the? Yeah, I like you did.
11:57
She fell into the She tripped and fell into the trash can.
11:59
I didn't do. It doesn't sound like she
12:00
tripped, it sounds like you pushed her into the in the trash
12:02
can. I don't know, but I would like
12:04
to publicly apologize to her right now.
12:06
Do not know her name. I don't know.
12:08
I never knew. I don't know her name.
12:09
I don't know what she did, I what I did.
12:12
Yeah. Was that playing into it or were
12:14
you just? Were you, were you drunk or?
12:17
I just remember being so nervous.
12:19
I was shaking. I wasn't sure what was going on.
12:21
It was almost a fight or flight thing, and I just wanted to
12:24
fight. So kind of proud of that, you
12:26
know? Yeah.
12:26
You should be. Well, that's what I was going to
12:27
say because I think even if you were drunk, it's when your
12:30
senses are heightened that way. We were like, oh, this is
12:32
happening. It's going to pull you right out
12:34
of it and you're in it. But I like that you didn't back
12:38
down and get just pushed around. I mean, who are you going to be?
12:41
The girl that walks around the party with a beer all over her
12:43
that this other I know woman dumped on you that doesn't And I
12:46
felt like it was. Kind of my party.
12:48
I was like the girlfriend, the Hostess, and but if Stacey,
12:52
Chris or Heather or Amy listening to this podcast right
12:56
now, if you could like fill in the gaps, I'd really appreciate
12:59
it. Are these your friends?
13:01
That was my those are my girls that had my back.
13:04
OK, doesn't sound like they had it that night.
13:10
I'm just saying feel like they could have stood up a little bit
13:14
more for you. Well, that's a defining moment.
13:16
Good. I'm glad you got that off your
13:17
chest. Well, yeah, I mean, I got
13:20
nothing when it comes to fighting.
13:21
Nothing. I would lose every time.
13:24
Wait, you go to CrossFit though and you get in like?
13:26
Great shape. Maybe now I could fight.
13:28
Yeah, maybe I wouldn't do it. I would not square up with you.
13:33
I would not no AM. I threatening.
13:37
Oh, I love it. Heatherwood went on me though.
13:40
I just so you know. I'd kick your ass for sure.
13:42
I know only if we were leg wrestling.
13:44
I'm really good at leg wrestling.
13:46
That's about it. Leg wrestling.
13:47
That's a weird thing. I think I.
13:49
Probably leaned into that because my weak arms.
13:52
Like yes I might have weak arms but my legs are stronger.
13:54
I beat 3 college boys last fall. Leg wrestling?
14:00
Is it a real thing like? He was a soccer player.
14:04
Is that appropriate for a 50 year old women to be leg
14:07
wrestling a college boy? Not my problem.
14:12
Not my problem. I don't know.
14:14
I mean, it was Parents Weekend. I don't know what to tell you,
14:16
Blakely. OK, I was, I was challenged.
14:21
I was challenged and I stood up to the challenge and I beat all
14:25
three of them. This is all a long winded way of
14:28
saying we are so happy that you are on a pip for a pup and we
14:32
cannot wait for you to publish these reels.
14:34
And now we are going to bring leg wrestling into the post test
14:39
and beer throwing. It's going to be a long road,
14:42
she told me. It's going to take me a year to
14:45
get a pull up. That's what she said, she said a
14:48
year. A year.
14:51
And I feel like that's so that when you hit it in six months,
14:54
you get that like, whoa. I hope so.
14:57
I was like, well, as a social media engagement, I don't think
15:01
anyone's going to give a shit for all here.
15:03
Has she made it yet? No, but she should use some more
15:06
Botox. It's going to be fun.
15:12
I'm excited, I'm excited. It's accountability at its
15:15
finest. So that'll be good.
15:17
I mean, it's social media strategy at its finest.
15:20
I know. Speaking of, we should probably
15:23
bring on our guest today because she actually is a social media
15:26
strategist and maybe she can tell us why a PIP for a pup is a
15:29
bad idea. Our bar fighting on the show are
15:32
like, there's probably some better ways to make us more
15:35
personable than like, telling all of our dirty laundry and
15:37
secrets. Yeah.
15:39
Maybe let's find out. Let's see what she says.
15:45
Everyone is looking for an advantage in their marketing
15:47
that they can digest in a clear, fun format.
15:51
Well, there's one podcast I want to tell you about that's
15:54
changing the game. It's called Your Audience is
15:57
Waiting and it's for business leaders who are done with
16:00
surface level marketing advice. Posted by visibility and content
16:04
strategist Alicia Everett. This isn't a show about posting
16:08
more content. It's about aligning your
16:10
visibility strategy with actual business goals and revenue.
16:14
Alicia helps CEOs, founders, and Ready to Scale business owners
16:18
build strategic visibility ecosystems that position you as
16:22
the authority in your space and convert attention into
16:25
customers. Real frameworks, real ROI Clay,
16:30
that's return on investment. So if you're leading a business
16:33
and you want to grow, go subscribe to Your Audience's
16:36
Waiting wherever you listen to podcasts.
16:43
Hi, Alicia. We are so excited to have you
16:46
on. I'm not sure how much you heard
16:50
of what we were talking about earlier, but we, our social
16:54
media strategy right now consists of like chopping up our
16:58
show and like throwing it out there.
17:00
And we keep hearing, hey, we want you to be a little more
17:03
candid, a little more personable, like let your
17:05
audience get to know you. And so we have this whole idea
17:10
of Heather. We're going to share her
17:13
fitness. It's a horrible idea.
17:15
So it's a horrible and, yeah, embarrassing idea.
17:19
Vulnerable. And it's thoughtful.
17:22
Yes, it is. But you are a social media
17:25
strategist. And so I just wanna right off
17:29
the gate, is that a terrible idea?
17:32
Like, should we a like, is it important for us to be candid
17:36
and personable? And should we really be like
17:38
throwing Heather out there to the wolves?
17:41
All right, keep doing pull ups. So let's throw Heather out there
17:44
and to the wolves. Here's why I told you.
17:48
Here's. Why?
17:50
OK, because at the end of the day, people want to connect with
17:54
people. And so when you think about your
17:56
brand, they want to know who is the person behind the brand.
18:00
And in the digital world that we're in right now with so much
18:04
AI, like I'm someone I really enjoy AII love it.
18:07
I'm like, how do we maximize it? How do we leverage it?
18:10
But because of that, people are also weary of OK, this brand or
18:15
this podcast. Like, what are you actually
18:17
talking about? Is it actually your voice?
18:19
And so I think if you invite people into your world, say,
18:22
Hey, I am, I am a human, these are some things that I'm going
18:25
through just like you, they're more susceptible to the things
18:28
that you're saying, the messages that you're putting out in front
18:30
of them. And that is like the foundation
18:32
of building trust. If you meet someone new, how are
18:36
you going to invite them into your world?
18:37
And how will they get to know you?
18:39
You're probably going to share something in common.
18:41
There's a lot of people who's on the fitness Cerny and they want
18:44
to know how are you starting? Heather?
18:45
Why are you doing this? OK, Where are you starting now?
18:48
Where are you in three weeks? And when you consistently show
18:51
up, you're building that relationship with your audience
18:54
where now if they're thinking through, OK, have to go work
18:57
out. Well, I remember Heather did
18:59
that thing. Let me go check out her page or
19:01
let me you know if you're especially if you're speaking to
19:04
the camera, you want people to know your voice and the fact
19:08
they have a podcast, they already literally hear your
19:10
voice in their head. So if they can make that
19:13
connection, I think outside of the podcast, it's you're their
19:17
friend. You know, you're not just the
19:18
podcast. So.
19:20
I love that. Well, yeah, they'll heal a lot
19:22
of heavy breathing, probably a lot, maybe a little bit of my
19:26
voice. I can't do it.
19:30
But that is such a good point about the real, the human behind
19:33
the podcast, because one of my, I mean, I was so impressed with
19:36
notebook LM came out and it's like, I don't know, Blakely
19:40
Clay, if you've heard of that. So anyway, it's just so you can
19:44
feed Claude or whoever the, the transcript or just even some
19:48
topics about like, let's say, what's your business plan?
19:51
And then say, Hey, turn this into a podcast in AI with their
19:55
voices, male and female, you can kind of choose, they will have a
19:59
podcast. So hey, there's this new company
20:01
trade agent coming on the scene. And what's interesting about
20:03
them is, and you can do like, so they're chasing their OI from
20:07
this and they talk about it like they're interviewing.
20:09
And that's another way to send out pitch decks to investors.
20:11
It's another way to do updates for the board, things where
20:14
you're giving it to people in different format that they can
20:16
digest in a podcast form talking about your company.
20:19
But they are not real voices. No, no.
20:22
And the example that I heard was that if you are taking like a
20:26
college class, you can upload all the notes from the lecture
20:30
that you missed and it'll turn it into a podcast conversation
20:33
that you can listen to to absorb the information.
20:36
Yeah. Oh, my son needs that.
20:38
That's brilliant. Because I mean, when you really
20:40
think about it, the way that we receive information is, you
20:44
know, just very candid think FaceTime conversations.
20:48
People can remember a conversation.
20:50
They can remember the interesting things.
20:52
So if you could turn something that's heavy like a lecture into
20:58
an everyday conversation, you'll remember more.
21:00
I think it's more memorable anyways.
21:03
Yeah. And I think being is like, like
21:06
vulnerable is important. I mean, I am so not going to be
21:10
the person that's like get ready with me and like looking good
21:14
and trying to be like it's just going to.
21:16
Be see the sty on my eye. Yeah, exactly.
21:19
We'll have to update Alicia on that, but.
21:21
Alicia. No, I, I think it's very much
21:24
more going to be like me in the dark, kind of being like I'm in
21:26
bed and I don't want to get out of bed.
21:29
That's kind of where it's going to start so.
21:32
I guess, though, is it for everyone or every leader?
21:36
So, I mean, we mostly are talking to, you know, career
21:40
folk, but managers and leaders on this podcast, are we saying
21:44
every leader needs to have a social media presence?
21:47
Or is it only when it makes sense for your brand?
21:51
Is it certain companies? Like when does it make sense and
21:54
when does it not make sense? Yeah, I believe it makes the
21:59
most sense. It depends on how you're trying
22:01
to connect with your audience and who your audience is now.
22:05
I think there's two schools of thoughts, right?
22:07
You have some people who they don't really care about, like
22:11
the person or the CEO behind the brand, but then it's like, OK,
22:15
what? At what point do I show up?
22:17
I think those who do choose to show up are the ones who are
22:20
edging out in front, if you're not already like a big player in
22:24
your industry, right? But for the up and coming
22:28
companies, especially those in that growth phase, like you're
22:31
really getting out there, I think those are the ones who are
22:35
blowing up. It feels like, Oh my gosh, where
22:37
did this company come from? Why is every one talking about
22:40
this brand? It's either you as the leader,
22:44
you're showing up, or you're using different creators to show
22:47
up for your brand, and that's another tier of being
22:51
personable. It doesn't always mean that you
22:54
are showing up with your face and your voice.
22:57
Sometimes it means you have someone who's representing your
23:00
brand, representing the voice of your brand, and representing the
23:04
audience that you're trying to reach.
23:06
The audience has to see themselves either in you or in
23:09
your representation of your brand.
23:11
So it literally depends on how you want to attack it.
23:14
I mean, I don't think 1 is greater than the other.
23:18
It just depends on how can you get the most out of it.
23:21
And hey, if you want to be a leader and you show up and you
23:23
want to talk about your brand, like do it.
23:25
There's tons of people who do do it.
23:29
But I think it's just a, it's kind of a preference, but it's
23:31
also strategic. Yeah, 'cause I was wondering
23:35
too, like, and if if you do decide that it's part of the
23:38
brand, are then you posting those candids on the brands?
23:42
Like if we have a for the podcast, for example, we have a
23:44
not all business presence on Instagram.
23:46
That's the company. But then I also have my
23:49
Instagram post that's personal but yet still tied to the brand
23:52
because I'm reposting things. Am I posting these candids of
23:55
the sorry ass push ups I'm trying to do on my personal
23:59
story? Am I posting them from the not
24:02
all business story? Does it matter?
24:04
Or like when you talk about building the brand, do you build
24:06
it from the source of the company and you're a human at
24:09
the company or do you build it on the personal side?
24:12
Or both. Yeah.
24:14
OK. So this is the strategy part.
24:16
And as soon as you said that immediately like my little
24:19
strategic brand goes like share it to your personal page,
24:24
completely fine because that invites people into your world,
24:27
right? But you can take advantage by
24:29
tagging or cross posting if you will, or collaborating with your
24:34
business page. But you don't do it all the
24:36
time. It needs to be in a rhythm or a
24:38
cadence. And so you can even have a
24:40
segment where you're like get to know the owners or get to know
24:44
the host or something along those lines.
24:47
Like I would put that in as a pillar, like getting to know
24:50
you. And depending on what it is that
24:53
you're talking about, let's say you're doing push ups and you
24:57
can say like POV building a podcast is like doing a push up.
25:02
You don't do it one time and expect overnight results.
25:05
It takes work, it takes repetition, and you'll build the
25:08
strength of the muscle over time.
25:09
Put that into like a 10/7 to 10 second real.
25:13
So you're hired. I don't know if you're taking
25:15
clients, but you're hired. I.
25:17
Was just about to say, what are we doing?
25:19
Yeah, I think you can do both when use wisely.
25:23
Yeah, OK. Got it.
25:25
And from the cadence perspective, one of our
25:28
questions we have for you is, you know, what are what are the
25:32
three non negotiables in social media when you're approaching
25:35
this posting thing and is, is the whole you must post every
25:40
day? Is that true?
25:44
I believe it's true. So #1 consistency, right?
25:48
You have to define what consistency means for you.
25:52
Now, if you're like, Oh well, I want to post only three times a
25:55
week, that's fine. It's consistent and your
25:57
audience will be accustomed to it.
25:59
However, if you want fast growth, then a low consistency
26:03
is not going to get you the fast growth.
26:05
So I would even go a step further back and say, well,
26:08
what's our business goal? What are we actually trying to
26:10
achieve? Do we want to build a tight knit
26:13
community where we know one another and like, it's just it
26:17
feels like like we're friends or don't want to have a mass
26:20
following. If you want to have a mass
26:22
following, that means you had need to have like big energy.
26:25
Big energy means I'm posting daily.
26:28
I'm in my stories. And when I say daily, I mean
26:30
like 6 or 7 * a week, probably multiple times a day.
26:34
And I'm in my stories. Like you're on it.
26:38
It's an engine, right? The more input, the more, you
26:43
know, basically traction you should get.
26:47
All of this is rooted in whatever your strategy is and
26:50
whatever your messaging is. If your messaging is not clear,
26:53
then all of that output is literally sideways energy.
26:56
And you're like, I'm doing all of this, but nothing's happening
26:59
because what are you saying and who are you saying it to?
27:02
That's really the root. That's like.
27:04
That's where you start. That's the root of any business
27:07
strategy. Like that's the root of building
27:09
any company you have to start with like your mission, vision,
27:12
values. And out of that comes your
27:14
messaging, right? And your voice and that's all
27:17
your brand. So it's, it's good to hear you
27:19
say that because it makes me think, OK, Heather, like we know
27:24
what our messaging is. We know what our mission is.
27:28
How do we want to get that out there and are we going sideways?
27:32
Are we going forward? I'd never really thought about
27:34
it like that. Maybe you are sideways forward.
27:37
All I thought, all I heard was a great sense of relief when you
27:40
said you don't necessarily have to be the personal voice.
27:44
You can hire a creator to do it. And I just thought, OK, Heather,
27:47
get going on those push ups. You are hired, Heather.
27:51
You are. The creator, Heather.
27:54
Oh, OK. How does this happen?
27:57
Welcome back to our mission exactly.
27:58
Is it the vulnerability part? Is that is that our
28:00
vulnerability value? Yeah.
28:02
OK, you're welcome. I'm really vulnerable behind the
28:04
camera, so I'll stay right there.
28:06
You're. Going to have a turn, Sister,
28:09
you're going to have a turn. I haven't figured out what it is
28:11
yet, but you're definitely having a turn.
28:13
OK, cooking. So.
28:16
Lately. Yeah.
28:18
That's a disaster. As everyone on this call, she
28:22
doesn't. Cook.
28:23
She is a chef. She is a chef.
28:26
So when we talk about going big and kind of getting out, there
28:30
was tell us about the concept of going viral.
28:33
Is that is that still a thing? Is it possible anymore to have a
28:36
clip go viral? I mean, in the beginning it
28:39
seemed like it was pretty easy to go viral, but now it's so
28:42
saturated and what is it? Can that happen anymore and what
28:45
does it take to? Do that for sure.
28:49
So all the gurus are. Everyone's saying there's a
28:51
formula. I truly don't believe there's a
28:53
formula. OK, like there's not a cookie
28:58
cutter formula anyways, but. No algorithm that we're trying
29:02
to hack. No, not an algorithm responds to
29:05
you. I think there are.
29:07
There's so many layers to it. I won't really get into it, but
29:09
there's a lot of layers to an algorithm.
29:11
But your question was about going viral.
29:13
Is it possible? Yes, it's possible when you're
29:17
rooted, right? And like, your purpose, your
29:19
audiences, your credibility, all of those things.
29:23
But then what is virality, really?
29:26
And I feel like that's like a philosophical question, but for
29:31
some people, they think going viral means millions of views.
29:35
But if you have a smaller account, going viral could mean
29:37
10,000, fifteen, 20,000 views, right?
29:40
So are you trying to go for millions?
29:42
If so, then it does take some time to get to that point.
29:45
But I think it's the perfect storm between the trending sound
29:49
and did you hook the audience? Are people sharing it?
29:53
Do they find it funny? Because at this point, like
29:55
people are hanging around like the first 3 to 4 seconds.
29:59
So are you going to make them laugh or are you trying to make
30:02
something serious go viral? In order for that to happen,
30:05
then it needs to be controversial, to be quite
30:09
honest. Like something that causes
30:11
tension, that's what will go viral.
30:14
Something that's really sweet or heartwarming, that will go
30:18
viral. Puppies go viral all the time.
30:20
Cats go viral all the time. You know what?
30:23
I'm. Saying yeah, yeah, yeah, yeah.
30:27
Yeah. If you send me another video, Oh
30:30
my gosh, I love the monkey videos.
30:32
She loves the monkey videos. What do you, what do you
30:38
recommend for protection of yourself in front of the
30:46
audience? Like I think of if I were to try
30:49
to be personable, I could do that, but I worry I'm just going
30:54
to say something dumb. And then what if I do say
30:56
something dumb and then it's out there like.
30:58
You did. You did say something dumb.
31:02
I remember you said that Eminem was a whiny ass.
31:05
Dick, I did not say Eminem was whiny, you said he.
31:09
Was whiny. He was.
31:10
He said He's whiny. I would.
31:12
People did say not. Like it and you?
31:14
Did just fine. No, I didn't.
31:17
I got. Alicia.
31:18
Alicia, the comments, the comments, it was not good.
31:23
It was not good. She learned her lesson, though,
31:25
so there was growth there. I really your question him now.
31:28
Yeah. What's your question?
31:29
My question is, yeah, do you put boundaries in place as like a
31:34
leader who's going to go out there and get raw with their
31:39
audience so they can build trust to their brand?
31:42
Do you put boundaries in or you just let it go and then if shit
31:45
happens, shit happens and you just deal with it and clean it
31:47
up later? You have people who live in that
31:50
camp, they don't care and that's fine.
31:54
But when it comes to being vulnerable, you are in full
31:57
control to what level you're vulnerable.
31:59
There's some people who are on social media and they could be
32:02
an influencer, they could be ACEO leader, whatever in their
32:05
company and they have entire families and you would never
32:09
know. That's because they're choosing
32:10
to omit that part of vulnerability.
32:13
And if you are a leader of a company, you can actually be
32:17
talking about like, I don't know, like some things that you
32:20
guys are working on internally if you're OK with sharing that.
32:24
So I want to be vulnerable, but in the professional lane or I
32:27
want to be vulnerable as a person.
32:30
Here's some things that I'm going through that I know that
32:32
people in my audience are going through.
32:34
But that does not mean that you have to know that I have 3 kids
32:38
and a house that's out in Tennessee.
32:40
Like people need to know all of that.
32:42
So that's really up to you. Now, when it comes to saying
32:47
something silly, yeah, exactly. You could just give them a piece
32:51
of it. But it must be authentic.
32:54
It has to. It can't be.
32:55
I'm gonna share like my life is perfect because they're that's
33:00
overcorrecting. 'Cause it's just not real.
33:02
It's not real. Nobody wants to hear about that,
33:04
Yeah. No, it's not relatable.
33:08
It's not. It's not reality.
33:12
But when it comes to say something dumb, we're all gonna
33:14
say something dumb at some point in our life.
33:18
And I think it's all about how you respond to it.
33:21
You're gonna have people who comment and troll and like, do
33:25
all of those crazy things, like I'll call them, you know,
33:28
keyboard warriors. They're just like, you know, But
33:31
they would. Never say it to your face.
33:34
Yeah, it's like, or they could just be a bot, you know, someone
33:38
somewhere else is doing something.
33:39
Oh, for sure. Oh, why would there be a bot
33:42
yelling at me? OK well hang on a second.
33:44
We almost every post. On almost every post we get
33:47
these like Colorado dot boulder .23 comments.
33:52
Send me this post and we get, I mean the Last Post we did, we
33:57
got like three of those and those.
33:58
Are Yeah. What are they doing?
34:00
I'm assuming those are bots. Alicia, do you?
34:01
Know. Yeah, yeah.
34:03
Do you know why they post? Send me this post.
34:06
Do you? Have you run into that?
34:07
No, it's just like a a bot, honestly, like a fake account
34:11
and their entire business is to get you to pay to be like ad
34:18
advertised on their page. So if you did send them the
34:21
post, then essentially you're giving them permission.
34:24
Hey, yes, you can use this post or they're going to also reply
34:28
back. Hey, we would love to use this
34:30
right here are the fees to get it posted to our page.
34:33
Normally the audience appears very large.
34:36
So it's a way for people to scheme and make money.
34:41
Some of them may be real, but I get that all the time.
34:44
Every time I post. I have a, you know, send me this
34:48
post and it's from like a Charlotte account.
34:50
It's three of them all the time. It does seem location based.
34:55
It's whenever I like tag a location.
34:58
Yep. Which I do because I don't know
35:00
what I'm doing on social media. I just fill in all the blanks.
35:03
Hey, we're learning. Collaborator Chuck.
35:05
You're doing great. You're doing great, but we would
35:08
we, we would like to see a little bit more traction.
35:11
So I guess when content that you've posted isn't working the
35:15
way that you'd hoped, how do you tell if it's an execution
35:19
problem? Like, hey, we're just learning
35:20
how to do this. Maybe we tagged it the wrong
35:22
way, or we posted it the wrong way or the wrong time, or if
35:24
it's a strategy problem or both. How do you diagnose when your
35:27
content isn't? Working.
35:30
Yeah. So you've got to give it time,
35:34
right? And when I say time, you have
35:35
to, like I said earlier, be consistent and you've got, I
35:40
always say give it like 60 to 90 days.
35:42
That's a really good testing phase.
35:44
And then the things that do well, you take note of it and
35:48
you do more of that. Like just like in business,
35:51
right? If you find something that's
35:53
working, if you have a product that's great, you're like, hey,
35:56
we need to shift our resources and our focus at this thing and
36:00
then we can start doing other things.
36:02
But the only way to figure that out is to have a testing period
36:06
where you are trying literally everything.
36:09
You know the purpose of your business, you know who your
36:13
audience is, you know, the things that they're
36:15
experiencing. You know, if you don't know the
36:19
language that they're using, the things that they say to
36:21
themselves, the things that are in their heads, like that needs
36:24
to show up on your page and you need to be willing to say the
36:27
thing that they're thinking. And then you just got to also
36:30
get it in front of them. So reels.
36:32
Reels will reach. If we're talking Instagram
36:35
specifically, Reels will reach like non followers much quicker
36:40
than a static post. A static post serves a different
36:44
purpose that will be to nurture your followers.
36:47
If you look at the analytics, you'll see that it goes to your
36:50
followers more than it will your non followers.
36:53
And then you've got your stories.
36:55
That's it's like you're, you know, welcome to my living room,
36:59
You're in my house. When you come in and met some of
37:01
my stories, like we're talking about some stuff.
37:05
I'm sharing the inside scoop with you, you know.
37:07
Yeah, yeah. So you've got to mix it up and
37:11
then, OK, see what works, do more of it and test other
37:15
things. You just do it in phases.
37:17
That's such good advice. I feel like we're thanks for
37:20
coming on the podcast and like, giving us a crash course for our
37:22
home. It's just supposed to be.
37:24
It's feeling very selfish. Yeah.
37:26
So I'm gonna, I'm gonna transition us a little bit off
37:28
of that because I feel a little bad.
37:30
But I totally agree that it is about building trust.
37:33
I and it is applicable in the business world and all sorts of
37:38
brands and companies. There's a woman that Heather, I
37:43
know you follow and I just started following.
37:45
She's a she's a venture capitalist and she gets on the
37:50
mic and she just says she has like a whole series of like what
37:55
they're looking for and founders.
37:57
And it's like less than 30 seconds, but she's just sitting
38:02
there with a mic. It's super raw, super
38:04
vulnerable. And then her static post over
38:06
her running and like she somehow like ties it into community and
38:11
she runs with the founder community and I'm like OK, if I
38:14
ever needed to raise money, you're right, I would go to her.
38:17
I feel like I know her. She's never met me.
38:19
She doesn't know who I am. But I am already like seeing
38:23
this report in. Her.
38:26
There's a friendliness, Catherine O'dea, that's what
38:28
you're talking about. Yeah, I am talking about
38:30
Catherine. O'dea Well, good thing we're
38:31
going to go see her in two weeks.
38:32
Catherine, we're going to ask you for some money.
38:35
Just kidding. Heads up, Catherine, we're
38:39
coming to Atlanta. Open your wallet.
38:42
Yeah. But it's great.
38:44
I, I do think it is the right thing for the right person.
38:48
I still not sure how to get someone like me to get
38:52
comfortable with it, but I do think it speaks volumes for
38:56
people who really can get out there and be vulnerable and have
39:00
thoughtful, informative content, right?
39:02
Yeah, and I think too, like for some, I'm not going to say for
39:06
some reason, I think it's just innate to us as humans.
39:09
Like when we see someone else doing something like, Oh my
39:11
gosh, I could never. But they didn't start that way,
39:15
right? They started and it was really
39:19
rough in the beginning, but they kept showing up.
39:22
They kept doing it. The video quality over time got
39:25
better than their comfortability.
39:28
I cannot speak but their comfortability.
39:32
Let's use a different word, but you know what I'm saying?
39:34
Got better on camera, right? Yeah, etcetera, etcetera.
39:39
So you just, you got to start. That's the hardest part.
39:44
It's the hardest part of starting a business.
39:46
It's the hardest part of your first hire.
39:48
It's the hardest part of your first fire.
39:51
And it's the hardest part of showing up on social media and
39:53
talking to people who you have no idea who they are.
39:56
Yeah, and the interesting thing about social media is you are,
39:59
it's vulnerable because you are opening yourself up to
40:02
strangers. And you're hoping your message
40:03
is coming across OK. And then immediately you can see
40:07
if it didn't and that's there, there's a thick skin that I'm
40:10
learning, I'm having to and I'm about to dive a lot deeper into
40:14
my thick skin about putting myself out there and.
40:20
Yeah. What?
40:23
I didn't mean like fat. I just meant like I mean you
40:26
were. Talking about your stomach rolls
40:28
earlier, OK. Just stop body shaming me,
40:32
Blakely. That's the first thing.
40:34
I'm kidding. I'm kidding.
40:36
I don't know. I don't know why I didn't even
40:38
say anything for proverbial skin.
40:40
OK, I'm about to thicken my proverbial skin.
40:44
I. Don't know what that word means.
40:46
You're fancy talking, Yeah. But beyond just exposing
40:49
yourself to strangers and that you know that whole world and
40:53
trying to go. I'm sorry OK, this is off the
40:56
rails. I have a point and I'm going to
40:59
make it. Are you OK?
41:01
Clay lost it when I said, exposing myself.
41:04
To strangers. All right, can I continue?
41:06
I don't even hear those things. You guys have such dirty minds.
41:10
Wait, we're. From Detroit, OK, OK.
41:13
I want to take it back a little bit just from an individual like
41:17
the CEO. Let's talk, Let's think about
41:19
teams, let's think about departments, let's think about
41:22
the communication that happens. I mean, Blakely and I have both
41:25
LED companies where, I mean, at least in my world, there's a lot
41:30
of blame shifting between sales and marketing and, you know,
41:34
alignment of message and so or. Product.
41:38
Right or what? Are you selling?
41:40
That's not what we can deliver. You're overreaching, right?
41:43
Messaging was key there. Yeah.
41:45
How do you deal with, I know you've helped a lot of
41:49
companies, Alicia. So how do you deal when you are
41:53
in a scenario where there's blame shifting and politics
41:56
going on just over that first stage of what's our message and
42:00
what's working, what's not working?
42:02
How do you work through that? Yeah, I love this.
42:07
OK, so I am someone who believes clarity is kindness and it's
42:12
literally the foundation of everything that you do.
42:15
So messaging, yes, you've got to have that intact.
42:18
But if there's a lot of blame shifting going on, that means
42:20
the vision has been lost along the way.
42:23
And so I would rewind and recast the vision of why are we here?
42:27
What is literally the purpose of us existing, Right?
42:31
And then I would move on and make sure, hey, do, are we all
42:35
on the same page about our audience?
42:36
Are we all on the same page about who we're actually trying
42:39
to reach and how we're trying to help them?
42:41
Hey, let's recall the things that we've already done.
42:44
What have we done well? What haven't we done well?
42:48
And then the things that you've done well.
42:50
OK, what did that time look like?
42:53
Why did we do well? And then the opposite, OK, why
42:56
didn't we do well? But if people are shifting blame
43:01
back and forth across the aisle, it's because they're operating
43:04
on two different visions. And so as the leader of the
43:07
organization, you've got to keep the vision in front of the
43:10
people. You've got to keep it there.
43:12
And I feel like this is super common between sales and
43:15
marketing, right? Sales is like, hey, we're trying
43:18
to make the sale, We're trying to do the thing.
43:20
And marketing is like, what are you selling?
43:23
We're over here pushing this message.
43:25
But by the time they get to you over here in sales, it's like
43:27
it's something completely different.
43:28
What's going on? Yeah.
43:31
And product is like, wait, we don't do that.
43:32
Why? Why did you sell that We.
43:34
Don't we don't even do that. Stop over promising.
43:39
Yeah, but it happens because the teams aren't working together.
43:43
Marketing should never work in a silo and sales should never work
43:46
in a silo nor product, right? They all have to be in a room
43:50
together and say, OK, what are we working towards?
43:53
And once we have that message, marketing is now saying, OK,
43:56
this is what we're communicating.
43:58
Sales when it comes to you, these are the things that you
44:02
know, that we can actually do, AKA product to say, hey, we can
44:05
actually do this. And these are the things that we
44:07
have coming up down the pipeline that then gives sales language
44:12
and just the sheer awareness of what's going on in the
44:15
organization. But everyone forgets about
44:18
customer service, if that exists, right?
44:20
Customer service, they're the ones like on the ground, they're
44:25
talking to your people. They have literally the language
44:29
that marketing needs to make an impact so that sales can make
44:33
the sale. It all works together.
44:36
But if they're in the silo, that's why they argue.
44:39
Right. Yeah.
44:41
So that feedback loop is important.
44:43
You got the customer success or customer service people should
44:46
be giving a feedback loop to sales, marketing, aligning on
44:51
that vision. How often do you think that
44:54
feedback loop needs to happen? How often do you see people
44:57
needing to come back and make sure they're on the same page?
44:59
Is that a month? Every month?
45:01
Is that every year? How often do you see that
45:04
needing to be done? Definitely, definitely not at
45:09
the annual planning at the end of the year, right?
45:13
Because usually everyone's like, OK, so these are all of the
45:17
problems we had throughout the year, OK, We could have fixed
45:21
them like a long time ago and had a bigger impact than right
45:25
now. And so I always believe like
45:29
that 90 day, it's just 90 days is just a really good like, you
45:33
know, testing phase. But as a team, if there's
45:37
something new coming up, I would meet monthly.
45:39
It's a leadership meeting. Like each little team will meet
45:43
together weekly more than likely.
45:46
But the heads of those departments need to come
45:48
together monthly to say, OK, this is what we've got going on.
45:52
Let's look back over the last month, What has worked, what has
45:55
not worked? What are we selling?
45:56
What are we not selling? What do we need more of or less
45:59
of? And then you can recalibrate as
46:01
you go into the next month. But you have like a really big,
46:05
OK, let's look at the last 90 days, what was actually working
46:10
overtime. And so you've got to have that
46:13
cadence. I would go monthly and I'll have
46:15
a quarterly like big check up. So by the time we get the annual
46:19
planning, you have like AI think a more clear, you know, a
46:25
summary of the year. Yeah.
46:27
So if you've got ACEO who is on board with that and leading that
46:30
effort and kind of keeping everybody inside those
46:33
guardrails, that's great. What if you don't?
46:35
What if you have ACEO, who's the opposite, who's kind of a
46:38
bottleneck to these ideas? What What advice would you give
46:42
to teams who are working with the CEO?
46:44
Who's a bottleneck? I'd hire Deon Sanders.
46:48
Have you been following? I know you asked that question
46:50
to Alicia, but have you followed what's going on at CU?
46:54
It's a case study of everything that Alicia is saying.
46:58
And so I'm just going to answer that question because they have
47:01
long had a social media team and they assign all these young
47:05
college students to every sport. And the rules have been, you've
47:09
got to clear it through marketing, clear through PR.
47:13
It is like, take a photo of the athlete on photo day, you know,
47:18
with them holding the basketball.
47:20
It's all very buttoned up. And when Dion came in coach
47:24
prime to do football, he's like, well, I got my own team and he
47:27
brings in his son, and his son disrupted the whole engine.
47:32
He's like, I'm going to film on the field and I'm going to post
47:35
it within 30 seconds. And like, see, he was like,
47:38
what? But here's where I loved what
47:42
Coach Prime did is exactly what Alicia said.
47:44
He's like, what is our vision? What are we here to do?
47:47
We're here to get viewers. Why?
47:48
We need money, OK, We need donors.
47:50
What else do we want? We want our student athletes to
47:53
be successful. How do we make our student
47:55
athletes be successful? We give them a brand.
47:58
He put their social media handles on the backs of their
48:01
jerseys. And so now you have this new
48:04
guard and this old guard, and he is completely unapologetic about
48:07
any of it. And yet he's got the system what
48:10
you're talking about, how they're finding it and they're
48:12
like, well, wait a minute, we truly do have a common vision.
48:15
So we went and saw this talk of the old guard and the new guard
48:19
coming together and now they are working.
48:22
It's was phenomenal because now they have like everyone wants to
48:27
be an intern here and they want to be on an intern on both sides
48:30
because both sides have a role. They still need photo day, they
48:35
still need to have polished content, and then they need the
48:39
raw stuff that Bucky Dion son is just throwing out there, right?
48:43
It's so good. Anyway, it's just the most
48:46
beautiful case study, I think of everything that's being said.
48:49
But now we'll go back to the question like what do you do if
48:52
you don't have Coach Prime coming in and you've got this
48:56
stodgy old CEO that's like, I've got to check this through
49:00
marketing, PR and brand like? And at the same time they still
49:04
want results. Why isn't this working?
49:06
But then there's this bottleneck.
49:07
Yeah. Oh, I'd love that.
49:10
OK. So if you have ACEO who is not
49:14
doing that, I would literally recast the vision to the CEO.
49:19
This is what we what we want, right?
49:22
Yes. OK.
49:24
So in order to do this based on the landscape that we're in
49:27
right now and my own research, all the things like this is
49:31
where you bring your expertise to the table because you need to
49:33
show that CEO exactly why they hired you and why they're paying
49:37
you the money that they're paying you and they're not doing
49:40
it right. OK.
49:42
If this is the vision, this is how we can get there.
49:45
This is how we can maximize our efforts.
49:47
This is how we could maximize the bottom line and this is how
49:50
we remove the bottlenecks. Is this the route you would want
49:54
to go? You've got to pitch to them like
49:56
whatever your plan is, whatever your strategy is.
49:59
But in my seat, I would absolutely lead up and recast
50:02
the vision to them and say this is the most effective route and
50:06
if it's not, then welcome to marketing because nothing is
50:09
guaranteed and the CEO has got. To understand.
50:14
That as well, yeah. It's all just.
50:16
Running into the wind. You just throw it out, but let's
50:19
throw it out the window with strategy behind it, you know and
50:22
know that whatever you're putting money into, I can give
50:25
you. KPISI can show you what is
50:28
working and what's not working. If you're worried about us
50:31
making the wrong decision, hey, I'm going to make sure you're up
50:35
to date and I'm going to share the wind with you.
50:36
I'm going to share some shifts, but at the executive level,
50:39
because you don't need to be in the weeds.
50:41
That's what I'm here for. And I think whenever ACEO is
50:44
unwilling to change their behavior, there's a trust factor
50:49
and they're just scared of because they don't know so long
50:52
they've operated in a space and they have become an expert to
50:56
whatever that thing is, and now you're asking them to change.
51:00
It's like asking you know your grandma to change.
51:04
She's like, no, I'm doing it this way.
51:06
It's like grandma, like you need a self.
51:09
There's a better way have. The kids, if you want to see
51:11
them. But sometimes the best social
51:13
media accounts there are the grandmas, right?
51:16
I think when you can get a CEO is in that position for a
51:21
reason, they probably are very charismatic if.
51:23
You could just. Get them just like step into it.
51:26
It could be so fruitful for their.
51:28
Company. I think they have to.
51:30
Start looking at their digital marketing.
51:32
You just say you like to call it.
51:34
You like to call it Interception Inception.
51:37
Did you ever seen the movie? Yes, deception.
51:41
That makes more sense. Yeah, no inception.
51:43
So whenever you go into the office, you just share an idea
51:46
and you talk through it. And at the end of the day, the
51:48
CEO would feel like it was their idea.
51:50
But really? Wishers the whole time, yeah,
51:53
yeah, we have whole podcast episodes on that.
51:57
You same. That's how you get them to
51:59
shift. That's right.
52:01
How do you think Blakely and I both became CEO's?
52:05
Gonna start out that way? Little inception, little by
52:08
little, all of a sudden. Gee, boss, that's a great idea.
52:12
Okay, clays Cotton, us this time always goes by so fast.
52:17
Alicia, I have so many more questions.
52:20
We might just have to hire you and be upfront about it.
52:24
Really appreciate these insights.
52:25
These are things that we always think about but don't know the
52:27
answers to. And it also seems to be changing
52:30
so much and sometimes it feels like you just can't keep up with
52:33
it. And are you still doing the
52:35
right thing? Are you not?
52:36
I love the advice that you gave about starting with your message
52:42
and why are you here? What is it that you're doing and
52:45
who, who is the audience that you're talking to?
52:48
We cannot skip over that. And that applies to any business
52:51
on the planet. And it is has we have to start
52:53
there. So thank you so much for all of
52:56
this advice. Our listeners are going to be
52:58
very much appreciating it. And thank you for being a
53:01
sponsor too. We've been over the last several
53:04
episodes, so we we appreciate that support.
53:07
Before we leave today, we want to ask you one question.
53:10
And then we also answered ourselves, which is what brought
53:13
a smile to your face this week. I'll go first.
53:17
OK. The smile of the week, which
53:20
everyone is going to see shortly, is Heather reenacting
53:26
her flex arm hang and falling off the pull up bar.
53:29
It was great. It was amazing.
53:31
OK, OK, that wasn't a that wasn't a reenactment.
53:36
It it was me trying to do the flex arm hanging and I just fell
53:40
off of it. You were no, so you're going to
53:42
feel like, well, you should feel bad because she you'll you will
53:45
see it. She's like, OK, now pull up.
53:47
I'm like, this is it. This is me trying.
53:48
And then I just let go. So it wasn't a reenactment.
53:51
It was just I did it again. I'm sorry, I'll come up with a
53:54
better smile. Smile.
53:56
It's funny. It is funny.
53:57
Hey, you make me laugh, Heather. OK, you make me laugh.
53:59
OK, fine. Thank you.
54:01
I'll go next. Mine was my daughter was home
54:04
this weekend and whenever she comes home from college, she's
54:08
got some other friends that usually come over and say hi to
54:11
her and we just, it was all unexpected, which I love the
54:13
unexpected nights they came over, we made pasta, it was fun.
54:17
And then we were all sitting in the room that has a piano and
54:20
the guitars. Somebody picked up a guitar.
54:23
Kate sat down on the piano. Her friend pulled out a
54:24
harmonica. And all of a sudden, we're just
54:26
like singing and playing music for like an hour.
54:30
It was, that's the best. And it just was like, is this my
54:33
life? Like, it doesn't get better than
54:34
that. It was really wonderful.
54:37
That's a real smile, yeah. For me, this weekend we have
54:43
been snowed in here in North Carolina and we got like crazy.
54:49
I know we got like 11 inches which is crazy for us.
54:53
You did not. We did.
54:56
We have wow. We've been home with our kids.
54:59
It feels like we got a second winter break, but the this past
55:04
weekend, my husband and I like our whole family.
55:08
We just went outside. We have two kids.
55:10
We went outside and we just played in the snow.
55:13
Like, it was a moment that I've always wanted, like with my
55:19
family and, you know, just being.
55:22
We're like kids again, you know. And yeah, parents, when did we
55:25
ever actually be kids again? We're building snow angels and
55:29
just going for a walk. So that, like, just hearing
55:32
their laughter. I have a video and I just hear
55:34
them laughing and giggling and wrestling.
55:37
It was. It warmed my heart so much.
55:39
Check it out. You see it on my social media.
55:41
It's scheduled. Love it.
55:44
An hour. Oh scheduling is a good idea.
55:47
I didn't know we could do that. OK.
55:50
Like. Yeah, so this past weekend was
55:54
my birthday. So I had a little birthday
55:57
family fun on Saturday fun. And it was nice to just wake up
56:03
and everything. My wife made like everything
56:07
about me and it was really nice. So it was just like, it's like,
56:10
Oh well, Woody, it felt really special.
56:12
It was like a clay day. So you have.
56:15
To do what did you do? Well, we went to this really
56:21
cool magazine and concept store. I don't know how else to
56:24
describe it other than its physical print media.
56:26
And there's this one woman who runs the shop and she talks with
56:29
you and says, what are you into? And then she helps you find like
56:32
different, like independently produce, like magazines and
56:36
stuff. So she just was like focused on
56:39
like what I care about, what I like, what I'm inspired by.
56:41
And then we just went around and found some cool stuff in the
56:45
store. And then I got to eat some East
56:48
African food from Burundi, which was really good spicy food.
56:55
So that was really fun. And then I played video games
56:57
with Amris. So it's just like a really fun
57:00
day. That's a good.
57:01
Time. That's good.
57:02
Happy birthday. How old are you now?
57:03
So. Much fun.
57:05
I'm 36. 36, it's a good age. It's a great age.
57:10
You don't. Yeah, 36 is a phenomenal year.
57:14
Happy birthday, Clay. That's a good one.
57:16
What's the I'm not doubting that, but like, you know, I'm on
57:20
the darker side of my 30s now. So like before it was kind of
57:24
like. It only gets better.
57:26
It only gets better. Yeah, until you hit 46 and then
57:30
it gets worse. No, it doesn't.
57:32
It gets better. It does not.
57:34
It's great, Blakely. It's great.
57:36
All right. Well, thank you, Alicia.
57:38
I think you had the best time. Thanks for helping us.
57:42
It was a little maybe like Heather's a little selfish, but
57:44
I think you helped a lot of people get the confidence that
57:47
they need to go out and put themselves out there.
57:51
Yeah, go for it. You can do it, I promise.
57:53
Oh yeah? Oh, wait.
57:54
And then do I respond to the trolls when they start making
57:56
fun of me, or do I just ignore them?
57:59
Delete, delete their trolls gives you engagement.
58:04
OK, OK. And then engagement drives
58:07
whether people actually want to see it and it'll be shown to
58:10
more people. OK.
58:11
So you just you should just respond, hey.
58:12
Thanks. Thanks for getting us a
58:14
paycheck. Just put something down there.
58:18
Love you. OK, so Speaking of social media,
58:21
though, Alicia, where can people find you?
58:24
Where can our listeners, our viewers, check out what you're
58:26
up to and see this outdoor snowball fight thing that you
58:30
were talking about? I do actually engage on like my
58:37
personal and share my personal life more than anything.
58:40
I've really started leaning into that.
58:42
So my handle is Elisha ELEISHAEVE.
58:48
Elisha Eve Everett is my last name.
58:51
So, you know, play on, it works. But yeah, you can find me there.
58:54
And yeah. Awesome.
58:57
Perfect. Thank you so much.
59:00
Thank you, Alisha. Have a good one.
59:02
Thank you.