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I’m starting to get concerned.
Concerned that there are a number of people rushing into Social Media Consulting who see the gold rush opportunity, but don’t understand the underlying foundations.
For example:
- Those who seek to apply traditional marketing methodologies to social media. (Beware)
- That being ‘remarkable’ is a pre-requisite for social media success
- It’s not about tools…until you are done with the strategy discussion.
Recently, I’ve seen tons of PowerPoint decks and PDF whitepapers that have one objective:
Intimidate the audience with the amount of tools and technologies available so they will be awed into signing a contract.
So, without further adieu,these are the 5 warning signs that your “guru” really doesn’t know what is going on if these are elements in your initial conversation.
- “We will implement a viral marketing strategy.”
Uh, no you won’t. Viral is the effect, not the cause. If someone says, “I can make a viral video,” please show him the door. - “You need to start blogging (get on Facebook, understand Twitter, and LinkedIn.)”
Yeah, maybe. It depends if your audience is already there or not. Besides, there are 200 million blogs out there, but only 600k posts per day. You do the math. The blog graveyard is pretty big. - “You need to use Tool X” to ‘listen to the conversation."’
If a social media measuring tool is mentioned first, forget about it. There are about a gajillion ways to listen and the tool you use will depend on what makes sense for you. Yes, you need to listen. Listening is the New Marketing. But anyone who is talking about a tool first is enamored by technology and doesn’t understand that “listening is a fundamental marketing practice.” That’s strategic, that’s organizational. That’s not technology. -
“We have staff (interns, PR people, etc.) who can handle the blog posts for you.”
Well, sure, if you want your blog to be irrelevant and only hurt your brand. Blogging (heck all of social media) comes down to the now-trite words of authenticity, credibility, and transparency. How can a PR staffer offer up the “voice” of your CEO? Can’t be done.
Hand ‘em a copy of Cluetrain and show the the door. -
“We can execute a social media campaign for you.”
Social Media isn’t a ''campaign." When you and I build a friendship, do you execute a campaign to make me your best friend?
Hmm, first I'll buy him a beer, then we'll go to the game, then I'll call 3 times, then send 2 emails, followed by a card and a gift basket. At the end, he'll be my best friend.
Of course not and social media is no different. You are building relationships. They are fluid, they require a different mindset. Campaign against your prospects and soon you won't have any customers.
Want some suggestions of what to look for? See Andy’s post on the topic.
Comments
jdub said on 8.21.2008 at 9:14 AM
Very true re: #4. We had a vendor try to sell us on how they could do our blog. My point was we could do it better, provide more value, and do it cheaper (in terms of expenses paid). A side benefit is that it has generated a ton of trade press mentions of specific attorneys at my firm (i.e., the authors of the individual blogposts). We've even had a request from an advocacy group to have one of our attorneys do a brief video for them based on a blogpost that will be on YouTube (which we'd link to, of course).
mike ashworth said on 11.14.2008 at 6:50 PM
Another breath of fresh air...
I think the cover is finally being lifted on all the snake oil and people who would attempt to sell companies the emperor's new coat.
People have forgotten (or choose to ignore) the fact that communication is everything about people and less about the tools.
Understand the audience/people well and you can succeed with any method.
Ignoring the people and their values, beliefs, wants and needs and rushing into a space because everyone is hailing "social media" as a panacea for all marketing ills is doomed to failure.
I have found it very interesting to observe the behaviour of many people peoples in this so called "social space", especially some of the twitterati or smores (social media whores - a term coined by Guy Kawasaki I believe).
I have observed that some of the people who preach to the masses that social media is the way forward choose to be less than "social" themselves. If you try and engage with them, nothing happens. To be ignored, in the very space which people are telling you will bring about a sea change in the way you work, is ridiculous.
These people need to be exposed before lots of Companies leap into action without thinking it through properly.
If we are not careful, all this talk of social media as the way forward, could also result in an underclass of Customer. A person who chooses not to adopt these methods, for whatever reason, and instead, relies upon traditional methods of communication. They may end up being treated as second class citizens by Companies who bend over backwards to listen/talk with the social media elite.
Companies should converse with everyone, wherever that person wants to do Business.
Mike Ashworth
Marketing Coach and Consultant
Brighton and Hove, Sussex, UK
Boosting Sales for Small and Medium Sized Businesses by
helping them find, attract and keep Customers.
www.linkedin.com/.../mikeashworth http://MichaelAshworth.wordpress.com