Digital Dilemma: I Ain't Anti-Social, But...
Social media is a topic I've been wanting to talk about for a while. Then Steve Faber explored social in our September issue. Steve's article effectively made the point that social and SEO are not panaceae.
But he chose not to delve into the dark corners of social. So, yippee! I get to go on a few rants about the less friendly traits of the digital marketers' darling.
Rant 1: Effectiveness. Many integrators rely exclusively on social media to support what are, far too commonly, meager marketing efforts. Is it a wise move, placing all your marketing eggs into the social basket?
It doesn't appear many professional marketers believe so. The November 13 eMarketer newsletter, "Are Social Media Marketers Losing Confidence," cites a Harris Poll survey of social media professionals conducted in October on behalf of Hootsuite. The newsletter noted that two-thirds of the subjects surveyed stated that "assessing the effectiveness of social media activities was a challenge for them." Sixty-two percent said that "designing an overall social media strategy" was a challenge for their companies.
So, very surprisingly, a notable majority of social media pros—surveyed in a poll conducted by a respected research group, commissioned by a social media management brand—are unable to demonstrate a social media ROI. Just as surprisingly, the social media champions who were polled struggle to devise effective social media strategies. And that's just the tip of the proverbial floating frozen mass. If interested, search under "articles" on eMarketer.com for details.
Rant 2: One size doesn't fit all. Two examples. First, ever clicked through an online-anything to enter a contest, take advantage of promo or download a whitepaper—then discovered the only path to the prize was via Facebook? What if your customer doesn't use Facebook? Yup, you just pissed 'em off.