Go to the comments on almost any social media blog and you’ll find two opposing opinions emerging.
One says that to be truly “social” in social media, it’s inappropriate to even attempt to deliver any type of marketing message. Social media is all about being helpful, authentic and human and about people connecting on like-minded topics. It’s not about selling or marketing and corporate messages of any kind should be rejected.
On the other hand, since marketing is the beginning of the sales process and social media offers the perfect opportunity for any business to find, attract and inform new prospects, businesses naturally want to be involved to make sure their brands are part of the conversation. If the chatter about their brand turns negative, they want to be there to address the issue quickly.
Marketers know the social media creed: to be part of the conversation means they have to be honest, authentic and personal and not push any sales message — or risk the consequences. Most brands recognize the value in social media, are willing to forgo any sales push and play by the rules. Actually, most of the companies I have spoken to, embrace the honesty social media offers and feel it fits well with their own corporate philosphy. They benefit from the exposure, interaction, relationships and idea swapping they share with their community.
So why do some social media purists balk when the words “social media” and “marketing” are used in the same sentence, and then cringe at the thought of measuring it’s value? Don’t social media community members benefit from corporate involvement with the addition of trustworthy information, valued entertainment and worthwhile resources? How many social media venues would exist if not for corporate participation?
Even if a business does their SMM entirely in-house, it takes the investment of time, knowledge, overhead and creativity to do it well, and those things equate to money. So, despite what some may think, social media is not free and therefor from a business perspective, needs to be measured against return, just like traditional marketing.
So why do some social media purists still reject the notion that a business involved in social media, is actually doing social media marketing?
Tell me what you think. I’d like to know.
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I think this is where people need to understand that we are discussing business here. No matter what you do with social media, you are trying to sell something, even if it’s just you and your abilities. It might be trying to organize people into action, getting people to get together for dinner or helping you accomplish a task. You are buying and selling, although many people might not view it like that.
People also think that selling is somehow dirty and helping people through benign marketing is somehow altruistic. The issue with selling through social media is that you do it in a genuine person, human way. Not with the old ways of cramming a generic message down someone’s throat. You talk to people and help them with their problems. Many times that help is through purchasing a product or service. I think it works very well.
Ron, great comment and thanks for our thoughts. I completely agree. It’s still business. Without companies marketing through social media, there would be very few social venues to use.
Marketing and selling is not a bad thing, but “interruption marketing” has soured a lot of people on the entire practice though. Thanks again Ron. Stop by again soon!
Social media as a form of communication is as susceptible to hucksterism as all that have come before it, whether we’re talking about email, postal mail or even the old fashioned telephone. Purists worry, for good reason, about abuse and misuse, and we’ve all seen it. That said, like any form of communication, when both parties respect each other and form a real relationship, there is usually a value exchange of some sort, even if it is just sharing of information. This is the way that businesses can benefit, by investing the time and energy into developing a respectful relationship with their listeners, who will then WANT to hear what the businesses have to say and/or offer. Still, it is delicate balance and one that can be derailed with one false move. Communicators, be they businesses, charities, consultants, etc.,any individual with an agenda, can get in their own way by forgetting that mutual respect and connection are at the root of the value of social media, and are critical to being able to use it as a tool in achieving one’s goals.
I believe the valid use of Social Media in marketing purposes really depends on the size of the company and some other factors. It’s not the same if you talk about your products when your fan base is listening or if you talk about your products while you are an unknown brand followed by some random people that fit your targeted audience.
For example, Apple could talk about their products all the time, and their followers would love them for it, while id hate to be spamed by my hosting provider talking about their services all the time.
The psychology of marketing has changed and its those who are still old school that have the problem with ‘social media marketing’. Rather than pushing products and services to ‘target markets’, marketers are now taking the time to listen to their audience and provide practical solutions to their problems. Social media is the technology behind this ‘new’ marketing.
Good topic. My two cents…
Many who think of “social media” may be thinking solely in terms of the interpersonal relationships of communities (high school chums, java script programmers, artists, friends, family). All those are valid (and we all have those communities).
But, a BRAND has a set of relationships as well — it has an intimate relationship with its consumers. In fact, it’s that very relationship that helps to define the Brand. From the “choosy mothers who choose Jif” to the fanatical devotees of Apple, these relationships are very real.
So, why shouldn’t a Brand look to communicate and extend its relationships with its community? Seems only fair. And, they’ve been doing it for years in many different ways.
In this regard, Stacie has touched on one aspect of this debate. The advent of social media TECHNOLOGY PLATFORMS has created a new and different medium through which business, companies, brands (take your pick) can engage in a TWO-WAY communication with intended audiences, consumers, customers (again, take your pick). To me, that’s marketing. And, like all other forms that have preceded it, done well it serves a valuable purpose for both sides; done poorly, it is annoying, grating, potentially damaging…you get the point.
Personally, I sense that those who get up in arms that SMM will hurt social media are missing an important point. Given its viral nature, SMM will reveal the TRUE Brands and the ‘posers’ more quickly than anything. Given the way social media and communities work, the hacks, tricksters and hucksters will be quickly “outed.” The Brand that engages in a truly meaningful, relevant, valuable exchange and dialogue with its community (listening as well as talking) will better serve its community and be rewarded (and that includes in business terms).
So, I hope that people can get over this SM vs. SMM debate. Those who do will reap the benefits.