Social Media 2012
It’s safe to say social media is table stakes these days for any company. Almost every brand has some kind of presence on social channels whether it’s a Facebook page, Twitter feed, YouTube channel, etc. After 6 or 7 years of prevalence, marketers finally understand the value found online (Facebook’s 800 million active users doesn’t hurt either).
But that doesn’t stop lazy, opportunistic agency types and consultants from trying to sell companies on this amazing new novelty - social media! It sounds ridiculous and yet you still see it everyday (and in major newspapers no less). Snake-oil salesmen and women expounding on how important social media is.
That was great - in 2003. But it’s almost 2012, and you should expect more.
So as we close out 2011, here’s a list of things you absolutely shouldn’t still be hearing from your social media “expert”
Social media is “really fast” and you have to react quickly
If you hear someone going on and on about the “immediacy” of social media run screaming. Yes you have to present, and yes there’s an expectation to respond - but isn’t that true of any conversation you have with anyone - ever? Being present is a given - online or offline.
Don’t let just anyone in your company run your social programs (AKA don’t let your intern run your social media strategy)
Seriously? While not wrong I feel like this is pretty obvious nowadays. Also on this list is don’t let just anyone perform your dental work.
We can make that go viral.
No they can’t.
Social media is basically free!
This could not be farther from the truth. The only free social media you’ll get is bad social media. Like any other part of you marketing strategy social media needs funding and attention to thrive.
They keep referencing brands and successful campaigns other people have worked on - but never their own.
This one sort of speaks for itself.
If you want to know just how effective your social media guru is ask them relevant questions for 2012. Things like how are you going to help build a valuable online community, how can you help me create brand affinity and customer advocacy or how can we integrate our offline efforts with the things we do online?
If they can answer any of these questions without using buzzwords like social currency and synergy then you might have a keeper.
With malice toward all. Maurice Sendak’s feelings on:
Ebooks: “I hate them. It’s like making believe there’s another kind of sex. There isn’t another kind of sex. There isn’t another kind of book! A book is a book is a book.”
New York: “You get pushed and harassed and people grope you. It’s too tumultuous, it’s too crazy!”
The American right: “These Republican schnooks would be comical if they weren’t not funny.”
Rupert Murdoch: “His name should be what everything is called now.” But he publishes you! “Yes! Harpers. He owns Harpers and I guess the rest of the world, too. He represents how bad things have become. But I don’t know a better house. They’re all in trouble. They’re all terrible.”
Salman Rushdie, who once gave him a terrible review in the New York Times: “That flaccid fuckhead. He was detestable. I called up the Ayatollah, nobody knows that.”
Roald Dahl: “The cruelty in his books is off-putting. Scary guy. I know he’s very popular but what’s nice about this guy? He’s dead, that’s what’s nice about him.”
Stephen King: “Bullshit.”
Gwyneth Paltrow: “I can’t stand her.”
(One of the greatest interviews. Ever.)