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 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!