Peanut Butter & Jelly – Social Media Connections

Back when I was in 2nd grade all of the students had to write instructions on how to make a PB&J. Then one of our classmates would go to the front of the room, where there was bread, a knife and peanut butter and jelly. The student would then read the instructions, while other student followed them. Most students forgot something; maybe it was opening the peanut butter jar, or instructing the classmate to “spread” the jelly. In the end the task usually wasn’t completed as intended.


Flash forward to 2012 and Social Media marketing for our businesses. We find ourselves with a massive audience that we can influence. We all want “action results”, however I find that many agencies are struggling to instruct the user to “make a good PB&J”.

So many times I see someone post, “Become a fan of our facebook page today, we offer advice, tips and fun, just go to our page and become a fan by clicking “LIKE”.” In this “call to action” they’ve forgotten the most important part…. A link to their actual fan page! It’s forgetting the little things that can cause your conversions to go from 80% to 0%!

So the next time you ask someone to become a “fan” or a “follower” or even to review your product lines. Take a deep breath, review the instructions you have written. Can the task be completed as intended by 100% of the people?