Comments on: Pet Peeve: “Social Media”

By: Social Media Pricing

Social Media Pricing — Sat, 12 Jun 2010 09:24:22 +0000

I believe , it is still the same now..

By: Best SEO Package

Best SEO Package — Mon, 04 May 2009 06:56:27 +0000

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By: Brand4profit

Brand4profit — Tue, 13 Jan 2009 07:57:45 +0000

The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.

Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.

While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.

By: gmarch

gmarch — Sat, 03 Jan 2009 16:07:31 +0000

Knowing the creative buttons to press that make idea's worthy of people actually sharing (or playing) with others needs to be fundamental with most employees of any decent ad agency. That much needs to be wholly integrated into everything everyone does.

Knowing which technical buttons to press, is something you might want to develop specialists for. I've seen the X's and O's of setting up an idea to be shared, sit in several agency functions (media/ search/ production/pr). This can sometimes be messy as different groups prioritize their tactics differently and power grab on different business's. I'd rather have a conductor prioritize and integrate the social tactics these groups use.

By: Dan Thornton

Dan Thornton — Fri, 02 Jan 2009 18:16:04 +0000

What we term 'social media' has to be included as part of the entire business, not just the marketing dept or media strategy.

But the reason for titles like social media manager, or in my case 'Community Marketing Manager', is that at the moment, there is a need for a focal point to try and coordinate examples, best practice, workshops etc to help to integrate the approach of creating something that gives value to people into the rest of the business.

Media may have always been social from the point of view of a consumer talking about a product etc, but as a former journalist, I can vouch for the fact that very little of it was made to be social.

I do love the idea that most business are even blogging, let alone tagging their blogs - we're still a way off that for most companies, certainly in the UK...

By: Michael J. Pratt

Michael J. Pratt — Tue, 30 Dec 2008 17:09:52 +0000

I'm a day late to this rant but certainly not a dollar short…at least in the value gained in reading it. Well framed. As you know I happen to be a big proponent of providing contextually relevant content to an advertiser but Kenny's example shows how details in the tactical sphere will continue, in the short run, to drive both perception and reality of the divide and subsequent fragmentation you speak of. Yuli speaks gospel when she points out that everyone on Twitter is a self-proclaimed SM Guru. (my personal fav's are the ones who follow thousands and are followed by <25…gurus for sure) The bottom line happens to be your main point: it's all media and the winners will be able to produce an operational successful holistic approach to any campaign.

By: YuliZ

YuliZ — Mon, 29 Dec 2008 20:34:47 +0000

Thank God someone said that. It's been like the elephant in the room (at least in my Twitter room, where every second follower happens to be a “Social Media Expert”).

Being a social media expert these days is pretty similar to being a Hot Dog Eating champion – everyone can eat a hot dog, but no one as well/fast as you do. Still, this doesn't make you a marketing expert on Hot Dogs! You are just an eater, like the rest of humans

Yuli Ziv
Social Media Muse

By: Jon Burg

Jon Burg — Mon, 29 Dec 2008 16:42:49 +0000

Thanks for the shout out! GREAT post!

By: Kristin Maverick

Kristin Maverick — Mon, 29 Dec 2008 15:27:50 +0000

I'm with you on this one Darren. There should definitely NOT be fragmentation within the media landscape, but rather integration (ugh another buzz word–sorry.) Social media should be part of the agencies offerings. If it's not, they're behind and many people know that. If you have to bring in other people that have a specific focus around it, fine. Like what we're doing at Carrot, we're adapting to the needs of our clients and using what we know about social media to just better their business goals. We're not saying that there should be a line drawn down where social media is useful and where it isn't.

Great post.

By: scott crawford

scott crawford — Mon, 29 Dec 2008 15:18:29 +0000

Nice.
The expertising is exhausting.
Experts are like veg-a-matics.
They slice, they dice, they julienne.
But don't call it a potato because then the expertising loses its value.
Brand discipline is the thing. Do you have the discipline to carry a brand (the promise, the contract, the conversation, expectation) across all media.
It's all salesmanship in the end. How good a salesperson are you? Can you pull it off across all venues?

Oh, and, as an aside, I still liked your original posting the question better - ...screwing ON the lightbulb. Freudian reference to angles on the head of a pin, mayhaps?