Many marketing and business professionals alike follow Seth Godin’s blog from time to time. We have been inundated with his brilliant marketing mind and tend to put his strategies to practice. I am an avid reader of his daily blog but there are many times in which I wish he spent more time on social media community platforms. I try to take his thought on marketing and business communication and apply them to a social media format.

Tonight I had the pleasure of catching up on some of Seth’s post. He has a post entitled; Sing it (please S I N G I T), which is absolutely brilliant in the context of business communication. In the post he talks about attending a concert where a band was playing a classic rock cover song to perfection (note-for-note, chord-for-chord). He talks about how the musicians just stood there with no energy.”

A concert isn’t about the music, is it? And a restaurant isn’t about the food.

The funny thing is that learning to Sing It is a lot easier than learning how to play the guitar. For some reason, we work on the technique before we worry about adding the joy.

He goes onto say that many times we care more about the technique than we do the actual delivery. It made me debate the online communications strategy deeply embedded in the message: Don’t just do it. Sing it.

The key is not deciding which networks to join or how many profiles created. It is about the time involvement in a niche number of networks. When you join a social media network follow Seth Godin’s rant, “Don’t just do it, sing it.”

A blogger can be an amazing writer but if personality is not involved in the post it will fail. A musician can perfect guitar chords and solos but without passion the performance will go unnoticed. A business owner can have an MBA and know all the techniques in the world but without drive the door will close.

Add some passion, personality, and drive to your social media experience. Devote time and energy to the process and you will experience return.