By: John Burnett
I can always count on one topic predominating the discussions I have with clients; “Do you think I should do social media?” Actually, the decision is really about which kinds of social media I think works best. The decision to do social media has already been made. Of course, this is not unique to my clients. It is the primary focus of businesses throughout the world.
The real question, however, is whether these new-and-improved communication tools are a true goldmine for the future of marketing, or whether they are simply fool’s gold, which looks valuable but, in truth, isn’t much more than a dressed-up lump of coal?
The temptations to jump on the social media bandwagon are profound. Usage numbers reported by Facebook, Twitter, Linkedin, and the like are indeed impressive. Pools of Web users are just waiting to be tapped into by skillful marketers and Internet gurus. Develop the Big Idea, place it anywhere in the stream of social media, and success is virtually guaranteed.
Today, it seems that every marketer thinks she has to have a comprehensive social media strategy, do a Twitter test and so on. Few seem to have solid reasons for leaping into the social media pool except for the need to not to be left behind. Most have not considered that many of these social media users’ eyes and ears and even fingers, are not product and service prospects and certainly not customers.
The following questions should be considered before committing your limited resources to social media.
First, are my customers [actual and potential] a significant part of the social media landscape? There is lots of evidence that provides an insight into this question. I refer to one resource that I strongly support. According to the research reported in the award-winning book “Groundswell,” authored by Charlene Li and Josh Bernoff, there are six Technographic Profiles within the social media arena: [1] Creators- highly active in creating online content—18%, [2] Critics- react to other content–25%, [3] Collectors- save URLs and tags on a social bookmarking service–10%, [4] Joiners- participate in or maintain profiles on a social networking site–25%, [5] Spectators-consume what the others produce-48%, and [6] Inactives- nonparticipants-41%. If only 25% of the total Internet consumer universe is an active participant in social media, and your customers represent a very small percentage of that segment, how many folks are we really talking about? How many are in the market for your products? How many are ready to buy?
A second question to consider is as follows: Is social media the appropriate medium for marketers? For many marketers, the thought process goes something like this—I learn something about you—I have something to sell – I know that you are on Facebook or Twitter –so you look like a buyer to me. Therefore, you’re fair game and I can treat you like a buyer, or a prospect or a potential user. The problem is that social media is not like traditional media where I, the consumer, have been willing to give you, the marketer, some of my time in exchange for free entertainment and information. In social media situations, marketers are interrupting but for no reason other than because they can. The marketer is giving little to nothing in return. Social media are personal media. You, as the marketer need to be invited into the social circle I have created. You can’t just barge into my life and assume I want you there. Seth Godin looked at this dilemma several years ago when he coined the term Permission Marketing. Most have appeared to forget his insights. The bottom line is that social media don’t represent channels through which to sell things; they are systems and networks and methods by which people maintain social contact in an increasingly impersonal world. If you can enhance these relationships unobtrusively, go for it. Despite the thousands of consultants who tell you how to use social media to market your products, that’s not its real purpose.
A final question is whether you have the resources to initiate, create, and maintain strategically sound social media? Virtually all those I have spoken to about this question admit that they underestimated the costs in money, time, and energy. Moreover, they quickly run out of relevant content and the enthusiasm of those responsible for the social media effort often wanes. Doing social media is a major commitment, and doing it badly can result in dire consequences. Get all your ducks in order before you engage in social media. Whatever you estimate the costs to be, double it!
In conclusion, there are some good reasons to do social media if you realize that it is a new media and traditional marketing does not apply. Make sure there is a sound strategy supporting your social media effort. View it primarily as a tool for helping people create relationships. As such, you must understand your customers holistically. What are their problems? How can my knowledge help? Otherwise, be very careful.
(Originally published on the author’s blog at: http://johnburnettmarketing.wordpress.com/)
