“Baby steps, baby steps, baby steps through the office, baby steps out the door — it works!” – Bill Murray, What About Bob? 

Today I read a great blog post by Darren Rowse over at Problogger, which was in turn about a great post by Chris Brogan, both of which focused on the importance of little victories in being successful in the authors’ fields.  Embracing little victories on your way to success with social media is one of the biggest topics I talk to clients about.  Say, for example, your goal is to transition from a 100% paper-based direct mail marketing system to a more balanced (and less costly) operation that relies 25% on direct mail, and 75% on electronic channels like email, Facebook, Twitter, and LinkedIn.  After you plot out the best route to migrate your valuable direct mail contacts over to the more efficient e-channels, you should be prepared for a long-flight with constant course correction.  The good news?  If you pick your goals right, and plan your tactics well, you should be very confident that the payoff will be big with social media, whether in reduced costs, increased revenues, or both.  But it won’t come all at once, so just repeat the ‘baby steps’ mantra. 🙂
Will Marlow co-founded AlumniFidelity to help his clients reposition their fundraising to benefit from Web 2.0 technology and marketing techniques. He’s working with clients such as UVA, the College of William & Mary, the University of Oklahoma, Bowling Green State University, Randolph Macon College, and he loves nothing better than a thorny marketing challenge.  Email him at