Want to talk about social media? No thanks.
June 18th, 2010 § Leave a Comment
I am sick of talking about social media. There, I said it. Yes, I realize the irony of a post that talks about not talking about social media. But seriously, why must we talk about social media as if it is the only communication channel ever created? It is not the only one, and it is not always the best. I think that every webinar I get invited to, and every marketing magazine I receive is innately focused on social media. Get over it, people. Its old news. Social media is free and widely used. Some marketers have had success, some haven’t, and ROI is not ever going to be what your CEO wants to see. So this is my call to make your social media move, or move on.
Sure it has its merits, but come on—it is not the be all end all. For one, social media is not right for every person or brand. It depends on what kind of entity you are representing and how your brand is positioned in the marketplace. Maybe you represent a more conservative brand that builds a reputation on clean and consistent offline communication. Your customers may have chosen you for that reason, and I for one think that social media is a mistake in that case. It isn’t useful, your customer will not be looking for you there and you will most likely not be able to keep up with the insane amount of work that social media can create.
I realize the above situation is becoming more unique as the days pass, and that social media is an important part of some brand’s communications plan. That said, I still think that when it comes to social media you need to decide what is right for your brand and execute. Do not sit and talk it over for a month, because you could weigh the merits for two months, or two years. Form a plan (there are plenty of research materials) and then go with it. Use your common sense as to what is appropriate to post, but do not be afraid to go down a road that is less familiar. Test new ideas and be prepared for the conversation, but also be prepared for the lack of conversation. There is no guarantee that people will care what you have to say—just an opportunity to make them care about it.
This is my challenge to you, reader. Next time you discuss social media in your marketing/branding/place branding strategy meeting simply tell your peers it’s time to move, or its time to move on.
