Good Stuff
Recently on Twitter a tweet from @AdamCohen to @RobertCollins said: “More evidence social media is just a part of the overall marketing toolbox. Love it.”. This was in response to something Robert had tweeted: “Research found a 19-percentage-point lift in searches on brand among users who also saw them on social media http://bit.ly/YxoMb“. Both of these guys are refreshing to follow for their insight into the big picture. Check ‘em out.
The Tried And True Is Still King
After following the convo between and Adam and Robert above, I was finally able to put something together that has been bothering me for so long about Social Media: Social Media is not a replacement for an organized, well run company or quality products/services (Hence, the somewhat wonky title of this blog post).
It doesn’t matter how many times you tweet a promo, post a link to your Facebook wall, send out an email blast, fax a flyer, chisel an advertisement into stone with jurassic era hand tools…Successful stable companies that stick around and grow are only able to do so because of their functional healthy internal organs, not because they have a great tan.
Some Things To Think About, No More Band-Aids
Having worked for quite a few startups and large companies, I understand the pressure felt when money is tight, triumphs and successes are less than recent failures, etc. If your company is struggling, social media (or any marketing medium for that matter) won’t “fix” it on the mere fact that it’s currently popular among other companies and marketers. ANY marketing budget is wasted if your company isn’t solid on the inside, speaking with “one voice”, with all organizations in alignment with each other from the top down. If you have that cohesiveness and solidarity within your company, then and only then is it time to market it.
I’m the millionth person to say this in the history of marketing and business but seeing the activity going on with social media, it’s existence is becoming more present as a buzz word and a shallow sales pitch than it is as a practical and useful tool for companies. I felt that I had to put out a reminder for my own sanity so I don’t start getting annoyed with my own line of work. 
Onward.
Rich,
“Social Media is not a replacement for an organized, well run company or quality products/services” I so agree.
I am firstly, passionate about communication, marketing done well with clarity and integrity and authenticity. Clever seldom gets my business. Although I appreciate clever also.
And I have spent the last eight years in business development roles officially–after years in publishing and advertising.
Enthusiast of Social Media and Virtual Networking I am, I see it simply as the door opener it can be. I enjoy the arena for the connector (or in some cases the reconnector) it has been for me and the clients I support.
And I hope that in time as trial and error reveals what works and what is rejected, Social Media used ethically and authentically gains a strong reputation.
I hope it becomes part of an integrated and balanced media strategy for more new as well as existing brands and businesses.
Assuming Social Media is a tool is here to stay, and assuming prior strategies and tools for marketing/branding have a place in the mix (for a time longer) how do you propose that SM grow beyond being the buzz word/phrase/trend it is? That it evolve from its teenage stage so to speak.
Ironically, the last three prospective clients came my way by way of referrals…yes, good old fashioned referrals, from people who I knew (more than a little) and who remembered me well. But I was also “found and contacted through Facebook” as well as also simply found via an internet search. I was deemed an interesting profile; a potential new resource. Someone got curious and checked me and my supposed talents out.
Once upon a time internet marketing with auto-responders and email campaigns and newsletters worked reasonably well–with people who signed up to receive them.
And before that direct mail could be impactful.
And before that print advertising was the way to raise consumer awareness in a more regional or global way.
And before that what…word of mouth? Well that just remains a tried and true method for the longest time.
I’d sooner be known and highly regarded by word of mouth and if technology makes it easier to pass along quality referrals so be it, I’ll embrace it.
Meanwhile I try and remember that behind every post and transaction there is a human being AND that the new technology did not come with an operating manual did it?
Rules of engagement are being experimented with and in some cases pushed to the limit, as teenagers also are known to do (smile). Those same teens grow into leaders sometimes too.
And we will all eventually mostly agree on best practices, yes? Hopefully!
I do appreciate your writing voice and posts for their candor.
You had me at “heroin-soaked Band-aid.”
Deborah – Thanks very much for taking the time to post and comment. Your comment regarding “…an integrated and balanced media strategy…” is probably one of the most important things that is missing right now in social media discussions due to the over hype of it all. I’m currently working to educate my current company and clients internally about the importance of social media as an integrated facet and NOT as a replacement for all things marketing.
Warren – I love headlines. They are a blank canvas.