“The biggest challenge that I see is getting people who have practiced traditional marketing for their entire careers to adopt a new set of values. The first instinct is to treat any form of social media as a channel that you use to drive a corporate message. It's relatively easy to grasp the tools but more challenging to understand how new technologies have changed communication behaviors and patterns.”
This is why some clients are experimenting with it. Others might focus on a particular site like Twitter. But most everyone sees the value in this facet of communications.
Regardless of where clients are on the social media curve, I stress is the concept of campaign vs. commitment. This phrase, crystallized for me in a presentation by Mitch Joel, is more than fodder for a t-shirt, bumper sticker or ppt slide.
Campaign or CommitmentSeveral projects I’m involved with are using a specific event or a time-based reason to get more involved in social media.
This is an excellent idea unless you think you can go from zero to Facebook page in two seconds. Trying to gain traction in social media with the flip of a switch doesn’t happen unless you’re @aplusk perhaps. For most brands and people, attention is earned through participation.
These projects are building off already established profiles. These profiles represent active participants who follow community guidelines spoken and unspoken.
Anything else comes off as drive by marketing. This is more than simply ineffective; it draws the ire of your new found community. So if anyone questions the value of experimenting or concern over making a mistake, consider the above Ad Age article and realize why they’re asking these questions. They need more than shiny new. They need to understand the new set of values in play here.
Social Media 401(k) FundRecessionary jokes aside, your involvement and participation in social media is a long term approach. And it might require a commitment and resources that some are unwilling to devote initially. But consider that Google is a big investment fund and all of this content builds relevance and awareness over time. This can pay off but you have to invest. And the earlier you do it you can experiment and learn from your mistakes.