Why Slow and Steady Wins the Race in Social Media

A lot of the times, new business pop up and their owners are so excited about this new venture that they think they need to see quick growth on social media. This mindset may lead them to make some rash decisions such as buying followers or spending too much on ads. And it may look impressive to investors to have gained over 1,000 followers in under a month, but savvy investors know there's more to it than that. And the day-to-day consumer probably won't even pay attention.

Let's get this out of the way right at the front: Do not buy followers. No one knows for sure, but it's estimated that about 15% of social media accounts are bots. That's 15% of about 3 billion. So, if you had every bot on Twitter following you, it would bring your follower count up to about 450 million. Sounds impressive, right? It does right up until you realize that bots aren't buying your products or telling any real people about you. You could make the case that the high number of foll…

Layout vs. Content

Ok, I'm going to get this out of the way first thing. A classic example of Layout and Content working together in perfect harmony: Google.

Now that the obligatory ring-kissing is finished, let's look at an example of a page that needs some work:

Suffering from self-diagnosed attention deficit disorder, the first thing that enters my head when I see this page is . . . gone within half a second replaced by another thing - and another thing - and another . . . the point is, there is so much crammed into this first page that I can't focus on what I came to do, reserve a hotel room. And the fact that everything is gray and nothing really stands out on its own doesn't help at all.

And don't get me started on the grammatical ambiguity of the phrase "Save up to 70% off."

Now let's talk about site consistency. Click on any of their buttons and it takes you to a page with a completely different layout. Now, I may not be an artistic genius, but I know when a design is inconsistent. I'm all for the gray/white widget thing they have going on on the front page (which is actually just the "Hotels" page), but if you're going to do that, stick with it or else make it a page separate from the "Hotels" button. Make it the homepage and make the Hotels page something different - something that looks like the other pages.

What about the content? Well, they seem to have some pretty good deals. Looks like you can book a vacation just about anywhere for a competitive rate. They have some good discounts, some cruise info, some rebates. Good stuff. I haven't seen rebates on Priceline or Travelocity (of course, who could resist William Shatner or a talking lawn gnome?) But the customer doesn't see those things first. Even if they're on the front page, the customer sees a cluttered page, thinks "Ok, why did I come here?" and promptly seeks out the nearest starship captain or grass ornament.

Nice try, Hotel Reservations.com. I like your deals, but I can't stand your site.


  1. Now this is a post to which I can relate! I agree completely. Nothing stands out on that page, and it only annoys the visitor. I am more ready to trust a clean, neat site than a site like that.

    However, from the title, I thought this post was going to be a CSS discussion. I was surprised that you would write an article stating all layout should be done using CSS (cause you don't do that). Anyway, I was disappointed in that regard. Still good though.


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