Social Media, Marketing and Advertising in Deaf Community!


So, there has been a lot of chatter about content marketing online and I wanted to share the must-have investments every company’s marketing department should implement in 2012 and beyond: Social, content, and mobile. In this article I will be dissecting what content marketing is and what is the difference between social and content.

Social media marketing is simply engaging with customers/users and gaining traffic or attention. But what is content marketing?

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” – Content Marketing Institute

“Content marketing is the practice of delivering the right content to the right audience at the right time based on the problem they’re trying to solve and their stage in the buying process. The intention is to create a mutually beneficial business transaction. (revenue for you and problem solved for them)” – Ardath Albee in Lee Odden’s interview on “Secrets of Content Marketing World” – August 29, 2012

In most social media marketing campaigns, the first step is to build direct access to customers/users and to engage with them. Since the time social media came into the picture and marketers has realized how powerful it can be for them, it has become an effective distributor for companies to promote their brands and to arm themselves with the ability to get the content in front of customers/users. Once that happens, it naturally becomes content marketing and usually the goal of content marketing is to improve brand loyalty with their targeted audience. And with brand loyalty comes profitability.

FUN FACT: “88% of brand and agency marketers are using social media for content distribution” (Source: State of Content Marketing, Outbrain 2012).

Okay, so that’s what content marketing is – I get it, I think… Lee Odden developed “Content Marketing Trilogy” in an effort to help marketers to understand content and the connection:

Those connections are Discovery, Consumption and Engagement. How does your target audience discover content and information online? What are they searching for and talking about on the social web? What are their preferences for media, content type and device for consumption? What kind of message or content will inspire your target audience to engage and take action? By answering those questions, marketers can optimize the performance of a content marketing program. – Lee Odden on “Content Marketing 101” – July 30, 2012

– One of the many challenges for content marketers is to build content to fit in the context of the chosen social platform, for instance, Twitter has 140 character limit and a content marketer will need to figure out the content with the goal of getting the message across to customers/users, lead them to their site in less than 140 characters.

– Another challenge for a content marketer is creating content, agencies would sometimes pair you up with a creative or marketing associate to come up with new content according to the content marketing plan that has already been in place.

See additional challenges content marketers are facing.

So we have content marketing and social media marketing, what’s the difference? Center of gravity.

“In social media marketing, the center of gravity — the focus of the marketing activity — is located within the social networks themselves. When marketers operate social media campaigns, they are operating inside of Facebook, inside of Twitter, inside of Google+, etc. As they produce content, they place it inside of these networks.

In contrast, the center of gravity for content marketing is a brand website — whether it be a branded URL like or a microsite for a brand’s specific product, like Amex’s Open Forum. Social networks are vital to the success of content marketing efforts, but here, Facebook, Twitter, and Google+ are used primarily as a distributor of links back to the content on the brand’s website — not as containers of the content itself.” – Toby Murdock, Content Marketing Institute – February 27, 2012

There has been exponential growth in social media (engagement with user, # of Likes, # of Retweets), content marketing has become a must-have investment to successfully promote a brand and lead customers/users to their site in making a purchase (ie: create tailored landing pages with dedicated promotional codes).

Social Media + Content Marketing = Brand Loyalty and Profitability

Don’t forget Mobile, one of the three must-have investments. I’ll be sharing this with you in my next article.

Bryan Leeper is the founder of Deaf Social Media and a freelance internet marketer. You can follow him on Twitter @b2theryan.



  1. sarahheale
    September 3, 2012

    Hi Bryan
    Are you aware of any brands that are using subtitles on their YouTube videos? Alternatively, do you know anyway of setting your computer up so that it can do this for you? I am a post graduate marketing student and very new social media user, and I would be grateful for your thoughts on this if you have time available to discuss.
    Many thanks

  2. Pingback: You want to ‘engage’ with me? Well, I can’t hear you! | growbetter

  3. DSM Admin
    September 4, 2012

    Hi Sarah,

    The Beer Chase video — it looked pretty cool and funny. But, I’ve only skimmed by scrolling through it 4 times. I don’t understand it. Captions would have been nice, if the company included captions – I’ll buy their beer. But right now I’ll stick with Coors just because I like the taste of it.

    Here are some information & links I’ve come across that you might find useful:

    The Deaf community has initiated a worldwide campaign by using this hashtag, #captionTHIS this recent summer and we have been very active in Social Media by reaching out to companies on Facebook, Twitter, and email.


    And this was the results to this #captionTHIS movement:


    We had a responses from Hulu, JetBlue Airlines, San Diego Chargers, etc. While we’re on the topic talking about captions on online videos: I can’t think of a brand from the top of my head that does well with captions. I believe, they were all under the assumption that when posting a video to YouTube, their captioning services that were already embed in it will caption for the marketers. Truth is, all of YouTube’s “transcribed audio” is not very accurate. For those of you who are reading this — give it a try for yourself, search Walmart on YouTube and watch one of their videos – be sure to click on “CC” on bottom right of video and turn off volume to see if you understand it.

    Besides the weak feature that YouTube have implemented for their videos on their website, there isn’t another option for us to watch ourselves.

    There are some services out there who we could go to request for captions to be put on a video we want to see. But that ruins the point – why should we work for this? We would love to take up a job on captioning videos but problem is we can’t hear what was being said. So, we don’t watch any videos online — maybe some with American Sign Language (ASL). Maybe some funny bloopers we could watch that doesn’t need captions. But, that’s it.

    NAD (National Association of the Deaf) and the Deaf community have been working hard and diligently to ensure that we have equal rights to accessibility online, captions on videos for the most part. Not only for the Deaf and Hard of Hearing individuals but it also benefits the older demographics with hearing loss. Also, the general population as a whole – for example at a noisy train station watching a video waiting for a ride, captions would have been a nice feature to have. It’ll benefit EVERYONE, even marketers and their brands.

    NAD has worked with the FCC (Federal Communications Commission) and the online world has deadlines to begin captioning compliances: 4)

    Who knows how brands and marketers would finance their captioning efforts. It might not cost that much actually, there are programs where you could type in captions yourself. Maybe set up a 2-3 person captioning department, depends on how much videos a brand posted to YouTube on a weekly basis. All that’s up to them. Netflix has been slowly working on trying to caption all of their videos that they have in their library, it has not been completed yet.

    Now, the Deaf and Hard of Hearing community has had better interaction and are highly engaged with brands via Facebook and Twitter. Online videos — not yet. It’s just like televisions, the Deaf has been behind in video accessibility ever since a television was invented. We had to wait understand what people on TV were saying until a caption box we could purchased separately was finally invented. Later, it became a law for caption boxes to be installed in all television sets. Now we are going through the same thing with online videos. Sooner or later, all videos will be captioned. And hopefully, on all devices.

    With all of this being said, marketers might soon thank the FCC for an additional stream of revenue from an entire demographic they have ignored for so long.

    I hope this helps and answers your questions!


  4. Pingback: MOBILE MARKETING ON THE RISE « Deaf Social Media

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This entry was posted on August 29, 2012 by in Content Marketing and tagged , , , .
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