I just sat through a fascinating presentation by Harry Gold of Overdrive Interactive on social media marketing. Several things stood out.
There is a misconception among some that much if not all of this stuff is “fluff”. It’s not.
Many people that I’ve spoken with think social media marketing only works with B-to-C applications. That’s wrong.
You can “dabble” in it and maybe get a hit or two along the way that will turn into something over time. Maybe- but – not likely.
Here are the three words I’d offer to counter those arguments.
Sophisticated. On the contrary to the “fluff” argument, the strategic marketing consultancy "types" who engage (successfully) in social media marketing are very sophisticated. It is not child’s play. The creative and technological aspects of a marketing services company successfully deploying it are every bit as critical as traditional media channels.
Savvy. B-to-B organizations are have woken up to the need to add social media marketing to their integrated marketing communications program. Over 80% of companies with more than 500 employees are doing it. They realize that if “you’re not in it – you’re outside it”.
Serious. They say that politics is a full-contact sport. So is marketing and sales support / business development / revenue and customer creation. If you want to grow your business in the 21st Century, you need to figure out how to add social media marketing to your mix.
I’m not a believer in “silver bullet” answers or putting all your eggs in one basket. But, just so you know, if it’s not, social media marketing should be a big part of the plans for your integrated marketing communications program in the future.