You better make sure you are on Ello. And Kik. And Tinder. And Snapchat. No wait, make that Meerkat. Or probably Periscope. It’s a game-changer. They are all game-changers. AND YOU MUST BE ON THEM.

And don’t forget to make your website mobile-friendly. And optimize your spring holiday chatter. And make sure your dog is hashtagged.

If not, it’s digital marketing doomsday.

It’s been quite a few weeks in our world, not to mention a tumultuous start to 2015. Platform performance is shifting under our feet, as many of them continue to wrestle with how to meet the demands of revenue, while still innovating and, honestly, keeping shareholders and advertisers very happy. Plus, I think Mark Zuckerberg is planning to build a house on the moon, so those Facebook dollars need to keep flowing.

But it seems like the more we talk to customers as well as potential clients, things aren’t getting more complicated, they are getting more simple. There is something to be said for keeping up with the latest social media networks as well as understanding the best practices online. Digital marketing strategies are, after all, based in a world that is much more nimble and fast-paced than traditional media.

At its heart, the pulse of what we do remains the same.

I was putting together some slides last week for a presentation in Tulsa, Oklahoma and I think I finally created one that distills how we explain our process, our execution and our explanation of return on investment.

And it had nothing to do with hair-on-fire hysterics or an overwhelming amount of do-this-or-else finger-wagging. It has to do with making it easy for people to understand how social media works.

strat-slide

I don’t dismiss any of the ideas we’ve shared here before: That businesses benefit from teams like us to help them keep track of trends. Strategy is still at the center of everything we do and bad content is definitely bad content.

But if we treat each day like the walls are going to come down and don’t react to every tweak that happens and every feature that drops, we lose sight that we should be building content-and-customer relationships – not bunkers.