Are You Suffering From Shiny Object Syndrome?

It’s easy to fall into the trap of Shiny Object Syndrome

The symptoms

A business with Shiny Object Syndrome is scattered in its approach to marketing. It has a fantastic database but doesn’t regularly send EDMS. It has accounts on multiple social media platforms but doesn’t use any of them effectively for engagement with its audience.

These businesses may have invested thousands in creating an app because they thought it was the right thing to do. But that app didn’t add any value to the user experience and now it only operates on outdated versions on the iPhone.

Sufferers often don’t see the value in marketing, but that’s because they’re not doing it right.

The diagnosis – Shiny Object Syndrome

If the above symptoms relate to your business – it’s likely you’re suffering from Shiny Object Syndrome.

This means you’re too quickly distracted by passing fads and you’re not giving your business the opportunity to find a marketing and social marketing strategy that is truly ‘sticky’.

Even major businesses fall victim to Shiny Object Syndrome – it’s not always easy to tell what is a fad and what is a lasting technique to help promote your business and generate leads.

The cure

Your best approach to avoid Shiny Object Syndrome is to approach your marketing and social media methodically.

Start by crafting your audience personas. Who are you speaking to? What problems do they have that you can solve? Where are they ‘hanging out’ when it comes to social media?

From there, come up with a goal. It might be a certain number of conversions from each social media interaction. It could simply be a higher sales target.

Then have a look at what platforms and marketing techniques are available and consider how you can best make them work for you. You don’t have to be spread across platforms to reach the users that are looking for what you have to offer.

Construct a message that is clear and consistent. Schedule your social media so that your audience knows when they are going to hear from you. Offer value in what you post in your marketing and social media outgoings. Give your users a reason to engage with you.

Prevention is better than cure

Start your year out strong, with a strategy in place and clear goals.

If it’s not working, scrap it and start something new. But don’t try to be everything at once or your efforts will be wasted.

Tips on which social media outlets to focus on:


This is best for B2B operations. Promote what you do by connecting with potential clients and partners and posting informative blogs that highlight what you have to offer. Share articles that are meaningful and comment on posts made by others, adding your own insights.


Got a lot to say? Avoid Twitter! You have to master the skill of keeping it short and sweet. Plus you’re likely to be interacting with a young audience, so if your user base is over 40, steer clear. Twitter is effective if you can incorporate hashtags and mentions of people and businesses who will boost your efforts with a retweet.


Your window for an opportunity of exposure on Facebook is closing if you don’t have the budget to boost your posts and advertisements. However, it is still a strong tool to create discussions, promote sales and increase engagement with a B2C audience.

Pinterest and Instagram

A retailer’s dream. If you’ve got gorgeous products to showcase then these platforms should be your go-to. Boost your content by crafting beautiful memes and quotes that speak directly to your followers. Make sure your conversations aren’t one-sided – reply to comments and share the materials of similar businesses.


Users post videos that are a maximum of six seconds on Vine. Users are young and fun and are likely to be distracted by shiny objects just like you are! This is a fantastic opportunity to be irreverent and creative but make sure your posts aren’t lackluster or they won’t gain any attention.


Stream live to your audience. This new kid on the block is great for educators and content marketing, but make sure you have the budget to broadcast well or you’ll come off looking unprofessional.

One man’s shiny object is another’s success story – the key is to choose wisely!