You can't go anywhere anymore without hearing about Social Media and how it is the future of marketing. It's the default topic among marketers at every event I attend or receive an invitation to attend. Everyone is talking about it and looking for ways to leverage social media for business.
There are a few success stories. But it seems like they should all have a disclaimer next to them: "Results Not Typical." Like the Weight Watchers commercials with Valerie Bertinelli. Or the P90X infomercial that's always on.
The truth is that when it comes to Social Media, we're all still making it up as we go along. There are no tried and true rules. At least, not yet. What works for one company may not work for another.
My concern as a marketer and copywriter is that we are turning to Social Media as a quick fix. It's new. It's exciting. It's fun. (Really, really fun.) And in theory, it should work like a charm. Sometimes it even does. But we're all chasing those success stories like the latest fad diet, hoping for quick results.
But just like Weight Watchers is only a part of a successful weight-loss plan, Social Media should only be a part of the marketing mix. It can do a lot of great things for a business, but it cannot be expected to replace everything else.
It seems that in our efforts to market our businesses in 140 characters or less, we run the risk of forgetting to apply the time-tested and proven truths of marketing.
- You need a good message.
- You need a targeted audience to tell it to.
- And you need that audience to like the story so much, that they do exactly what you tell them to do.
That story can be told in direct mail, postcards, websites, emails, magazines, brochures, and advertisements. It can be introduced on the phone or in person at events, tradeshows, networking, or retail. And yes, it can even be conveyed using Social Media.
But focusing on just one medium is a mistake I see too many companies making these days. You can't sit on the couch all day and expect to get in shape, no matter how closely you follow your Weight Watchers diet. Just as you can't successfully market a business or product by solely relying one medium -- no matter how fun and easy it seems.
All of these elements need to work together. In tandem. Hand in hand. They are all part of the bigger picture of your marketing plan. And when the right plan is in place, along with the right mix of strategies - including Social Networking - the odds are much higher that your company will achieve amazing results.
And those results will actually become quite typical.
(C) 2009 R. Cory Fossum, All Rights Reserved.
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