One of my favorite blogs is the Ad Contrarian. Bob Hoffman brings a sarcastic yet very insightful take on the ad community. Basically, he cuts through the bull of jargon and hot trends and tries to refocus on what is really happening. Plus, he’s downright funny.
He is also not a huge fan of social media marketing.
Well, that isn’t entirely correct. He is not a fan of the herding mentality that is surrounding social media marketing. This is best illustrated by a graphic from his post:
There is no doubt social media is here to stay. You, me, all our friends are spending countless hours stalking old beaus on Facebook, tweeting our most mundane thoughts, randomly checking in on foursquare and – ahem – blogging.
However, just because we have all gathered in this space does not mean that social media marketing has usurped all other forms of marketing to become the number one way to spread the word and add new customers.
It is just the newest way.
As with all shiny new objects, social media marketing has the power to distract us from what is really happening to our brands. With each new day a new study is published telling us how important social media is to your marketing efforts.
For example, check out this story in Adweek.
As big as social media is, the benefit it brings to your business or nonprofit remains a moving target. We have all read the brilliant success stories and seen the catastrophic failures. But social media marketing remains a work in progress.
Should you be making social media a part of your overall marketing and outreach efforts? Without question.
Should social media dominate these efforts? Not so fast. Every brand has different needs and social media marketing should be used as a tool to meet those needs.
Social media has the potential to be a wag-the-dog situation. Be careful. Just because its the new kid in town doesn’t mean it is your new best friend.
Be smart. Remain skeptical. Do your due diligence.
Above all else – be in control.
Social Media Specialist