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Hyperactive Hype: Social Media? Not Again!

Hands up – I’m a social media junkie, both on a personal and professional level.

Even though I am getting very weary of the constant talk about social media.  In fact, I even wonder if we are going to Hyperactive Child, Social Media Hype,kill it for some people because we simply can’t stop following every tiny change and many could be accused of blowing things out of proportion.

It is undoubtedly an incredibly exciting time in the online realm – Facebook is seeing a decline and Android is hurtling along at break-neck speeds and yes, even marketers and developers can now actually share a mutual interest and not stare into a beer glass looking for conversation.

But are we killing it?  Is social media becoming that overplayed radio hit?

I believe social media is here to stay.  But we as marketers (particularly those who are consultants) need to be wary of overhyping social media.  Why?  Simply put, it’s merely one spoke in the online wheel, which in itself is only a spoke in the overall marketing mix.

I notice more and more people claiming to be social media ‘gurus’ and it’s worrying.  In such a young industry, it’s very hard to prove the ROI or long-term brand management benefits and thus clients need to be careful before handing over hard-earned cash.  I wouldn’t necessarily just ditch your traditional background and blindly leap into social media.

Knowing where every newly emerging and exciting channel lies in the overall mix (if at all) will always, in my opinion, be key.

Blogs and our favourite social networks are not necessarily a replacement for more traditional channels but supplementary.  What I do notice though, is that people tend to be far sloppier about using social media than traditional channels – poor spelling and grammar; pointless messages that dilute the brand and overstepping the line in terms of engagement.

The point is this: social media is there to be used, but used in the overall mix.  Don’t leave behind your traditional skills, compliment them with the new ones web 2.0 will develop – analytical thinking, technological creativity and a greater amount of useful information and understanding of your audience.  I have a sneaking suspicion that one could indeed become pigeon-holed if you read too far into the hype.

Social media has real prowess – just don’t forget the years of experience you’ve accumulated and can bring to the digital table from a traditional background – it could be the catalyst to an overall marketing win!

Are you forgetting about your broader marketing plan and following the social sheppards? Thoughts please!


ME: Marketing Manager, SaaS; co-founder of; Social Media Junkie; MSc in Strategic Management; Opinions my own and they may offend (not intentionally of course).

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  • Hi Connor, great post and well said! I’m going to add another banana skin, social media certification! what does it mean and how much value is there to being certified? Very little in my opinion. Social media should remain a results business until we actually know what we are dealing with 🙂

  • Hi Niall – amen. u00a0Although I actually have one, I agree completely about certification. u00a0Case studies and proven results are the way forward. u00a0By getting too wrapped up in social media it devalues your broad experience. u00a0Nothing wrong with specialising – but a specialist should know where it all lies in the bigger picturenn

  • ElliStGeorgeGodfrey


    Conversation is definitely a skill that Irish people excel at. The groups you mentioned are fabulous resources so people and businesses can connect easily. I can definitely attest as a member of IABN that IABN takes networking and connecting seriously (but in a fun way). For those who want to connect to the Boston business community, keep your eyes on the Boston Irish Business Association (BIBA). This group is well connected and keen on helping Irish companies and American companies connect and succeed.

  • Pat, welcome to Tweak Your Biz, and a fantastic resourceful first post!
    We are everywhere!! I heard a few years ago, that there are 17 million Irish Passports in the world, I wonder if this is true. Just as well that we travel, our country really is too small for 40 million souls (including baggage).
    Yes, we are great talkers and networkers and I would add that we are great connectors, my favourite of course is the wonderful Niall Devitt of Tweak your Biz 🙂
    Not to forget that we also have the ability to talk and discuss the weather for ever, especially this week, as the island of Ireland sinks into the Atlantic Ocean…

  • Hi Pat, welcome to TYB and thanks for this inspirational first post. Social technologies now offer our global community a global opportunity but the traffic/money/jobs needs to move both ways. While these are all great initiatives, we need to also ask what can we do for our people across the world. If we change the starting point to the conversation, we could end up having a much better conversation? & Thanks for the vote of confidence, Elaine! 🙂   

  • Elishbul

    Love this post – being 1 quarter Irish I can testify that my Irish grandmother’s foray into Asia in the 40s was definitely a sign of the Irish propensity to look beyond their ken and explore global opportunities. It was so useful having all those networks summed up in one place and makes me proud to have a drop of the green stuff running through my veins.

  • André

    Difficult to understand why Worldirish is listed here as it’s not even launched ?  Site says Beta ?

  • Thanks, Margaret.  As one of the top CMO’s in US + leading lights in social media world, combined with being a proud Irishwoman -you are a prime example of a our propensity as Irish to network so successfully ! I loved your own SXSW Blog, on effective networking and the nuances of a networker versus a connector.

  • It does already have almost 14,000 signed-up members,André

  • Thanks for sharing that into, Elli.  

  • Thanks, Elish. Just as the Irish have enriched other cultures, people such as your good self help add a wonderful variety to Ireland.

  • Thanks Elaine… on this grand ‘soft’ summer’s ?? day 🙂 

  • Smallbiztrends

    Interesting graphic.  Lots and lots of proud Irish here in the U.S., that’s for sure…. 

  • Thanks Anita. That’s for sure. I find the combination of social media and Irishness an interesting one. -Just look at Niall Devitt 😉 We don’t do shy and reserved very well ! 

  • What a list @twitter-126795043:disqus I had no idea the gift of the gab extended so far and wide!

  • Indeed, Marie. There are lots of Irish Business Networks out there alright. It is somewhat heartening to see some great collaboration now beginning to happen between some of them. Let’s get over our ‘silo’ mentality , in these economically challenging times, collaboration is the way forward.

  • Mike Hannon

    I am involved in introducing Irish NGOs to the power of the diaspora and I could not agree more about the enormous potential of social networking. But it also demands conversion to face to face networking if it is to work to it’s full potential. It is this environment that the Irish really shine – ‘look in my eyes, hold my hand and I am sure I can help’.

  • John Twohig

    Great first post Pat, welcome to TYB may this be the first of many.

  • Hi Dawn,
    Thanks for the thoughtful post about the very real positive and negative aspects of cloud technology and access to the tools and data used for work at all times of day. In truth, I think it comes down to a question of discipline. Work/life balance requires effort, no matter what the technological realities. Thanks to Sian Phillips for sharing this one with the BizSugar community.

  • I believe part of the solution is for employers to pay head to the trade – off by allowing more flexitime in exchange for more out of hours engagement- if employees are commiting to out of hours engagement with the company and are seen actively working when not required e.g. at Family dining table- conversely they deserve Flexibiity when family and parental pressures require them to adjust working times

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