We’re speaking in tongues sometimes, I fear.
According to their most recent consumer poll, Forrester Research says that 75% percent of the population is involved in some form of social media, and they’re now touting social media as “mainstream”. But I’m still skeptical that while they may be part of social networks, most average users are still not associating themselves with the term. For instance, how many times have you done a Google search for something and found yourself clicking on a link to a blog? Were you aware that it was a blog? Do you think everyone is, or is it just another link to them?
It’s like the age old argument in marketing that I love and believe wholeheartedly: people do not put themselves in ‘demographics’ or ‘target audiences’ or ‘customer segments’. They’re just people, and their relationships with the companies they do business with are defined much more simply. Their choices of businesses are based on much more human factors, and I’m afraid we marketers have a tendency to forget that.
People participating in social media are not always defining it that way. They know they’re seeking out connections and like-minded people. They may even consider themselves active online. But if the people I meet on a day to day basis are any indication, social media is still a phrase that rings foreign, even if the interactions it fosters are familar and comfortable.
I think we have to be very careful that we’re not jumping all over the place calling social media “mainstream” and, as a result, assuming that everyone and everything understands us when we geek out over this. We still need to be discussing all of these tools, ideas, and concepts in terms that fit within a business framework (if, that is, we still intend to make them a viable part of business strategy, which I think they should be).
Perhaps one of the reasons we’re having trouble convincing our CEOs and CMOs of the ROI of social media is that we’re speaking in a language we don’t share with them. (Do I think their language needs to evolve too? Heck yes. But this for another post.)
Whereas social media enthusiasts know that by saying ‘community’ we’re refering to a collection of brand enthusiasts, they may not assume that specific of a definition. When we say ‘ conversation’ we know that means an engaged, mutual and transparent dialogue, but not everyone’s definition of that word is the same, and certainly not if you’ve been sitting in the corner office for a long time under traditional rules. We have to be clearer and much less jargon-y about what we mean to achieve through these media if we are to succeed in convincing our later adopters of their worth.
Does social media hold promise for the future? You bet it does. But its long term credibility is dependent upon its evangelists (including me – and I’m working hard at it) to break down the language we use and make it translatable, understandable, and universal.
We use a lot of warm and fuzzy words because we understand that the humanity in social media is critical for it to succeed. But we need to build bridges between this world and the last, between what was once mainstream, and what we’re saying mainstream is now. The seismic shift in communication, trust, authenticity and brand equity requires it if we’re all to succeed together.
This is a very appropriate post.
Social media is far from being “mainstream”. Yes 75% is involved in social media, but they don’t know the language spoken, they don’t know the etiquette. We as marketers must teach that language and lead the “community”. Not an easy job but someone has to do it.
This is a very appropriate post.
Social media is far from being “mainstream”. Yes 75% is involved in social media, but they don’t know the language spoken, they don’t know the etiquette. We as marketers must teach that language and lead the “community”. Not an easy job but someone has to do it.
Bravo. I felt the same way when I read that report. Mainstream it may be, but Main Street it isn’t.
What we don’t need right now is a “social media divide” that creates a class of know it alls trying to convince others.
Ultimately, we need to stop talking about the inexorable rise of social media and its abilities as a marketing tactics, and focus the story on social media as being simply the way people are going to communicate (with themselves and with brands) into the future.
Social media isn’t the new SEO, it’s the new TV. And calling it “social media” sucks. It doesn’t make any sense, and it encourages the lumping together of everything that’s not an email or a PPC ad into one ridiculous category.
Thanks for throwing down an anchor Amber. We need it.
Bravo. I felt the same way when I read that report. Mainstream it may be, but Main Street it isn’t.
What we don’t need right now is a “social media divide” that creates a class of know it alls trying to convince others.
Ultimately, we need to stop talking about the inexorable rise of social media and its abilities as a marketing tactics, and focus the story on social media as being simply the way people are going to communicate (with themselves and with brands) into the future.
Social media isn’t the new SEO, it’s the new TV. And calling it “social media” sucks. It doesn’t make any sense, and it encourages the lumping together of everything that’s not an email or a PPC ad into one ridiculous category.
Thanks for throwing down an anchor Amber. We need it.
I think a lot of marketing professionals who want to get involved with social media believe that it is possible to go from zero to sixty in terms of brand recognition (and lead generation). But you bring up a point I’ve only heard briefly mentioned: that a social media community is a collection of “brand enthusiasts.” And, if you’re like my company, looking to grow into a new market, those brand enthusiasts (or customers in general!) don’t yet exist. I’ve seen many examples of how established organizations can generate leads and improve customer experiences through social media, but none so far on how social media can take a company from zero. Perhaps it’s inappropriate to expect social media to do that!
Paul Ardoins last blog post..LiveTweets from Rick Dehlinger
I think a lot of marketing professionals who want to get involved with social media believe that it is possible to go from zero to sixty in terms of brand recognition (and lead generation). But you bring up a point I’ve only heard briefly mentioned: that a social media community is a collection of “brand enthusiasts.” And, if you’re like my company, looking to grow into a new market, those brand enthusiasts (or customers in general!) don’t yet exist. I’ve seen many examples of how established organizations can generate leads and improve customer experiences through social media, but none so far on how social media can take a company from zero. Perhaps it’s inappropriate to expect social media to do that!
Paul Ardoins last blog post..LiveTweets from Rick Dehlinger
Another good post, Amber. I think those of us that talk about social media and have jumped in with two feet often forget that not everyone is there. Far from it. (I have many, many friends who when I tell them I am on Facebook, for example, look at me like I am doing something horribly wrong.)
I think building a bridge is the right metaphor. It’s not holding up a mirror, it’s not cramming a square peg into a round hole. It’s building a bridge. And being concrete and clear is critical.
Another good post, Amber. I think those of us that talk about social media and have jumped in with two feet often forget that not everyone is there. Far from it. (I have many, many friends who when I tell them I am on Facebook, for example, look at me like I am doing something horribly wrong.)
I think building a bridge is the right metaphor. It’s not holding up a mirror, it’s not cramming a square peg into a round hole. It’s building a bridge. And being concrete and clear is critical.
Context is everything and building bridges between the leading edge of marketing thought and traditional marketers is important.
You used an important word, “tactic,” that’s worth expanding on. Social Media, and I hate the name as well, is a tactic that needs to finds its role in an integrated marketing communication plan. A challenge that evangelists face is not assuming, in their zeal, that their passion is the only choice available to marketers. It’s not and it shouldn’t be.
The opportunity sitting on Social Media’s doorstep is its power to create relationship equity. A brand is only a brand when there is equity in the relationship beyond functional benefits. Otherwise it’s a product with a name. Equity is created when consumers experience added value, something unexpected that surprises them. An unexpected gift, a special interaction, a Tweet out of the blue that addresses a concern. It shows the brand is listening and willing to interact.
James Hipkins last blog post..What Integrated Marketing Communications and Camels Have in Common
Context is everything and building bridges between the leading edge of marketing thought and traditional marketers is important.
You used an important word, “tactic,” that’s worth expanding on. Social Media, and I hate the name as well, is a tactic that needs to finds its role in an integrated marketing communication plan. A challenge that evangelists face is not assuming, in their zeal, that their passion is the only choice available to marketers. It’s not and it shouldn’t be.
The opportunity sitting on Social Media’s doorstep is its power to create relationship equity. A brand is only a brand when there is equity in the relationship beyond functional benefits. Otherwise it’s a product with a name. Equity is created when consumers experience added value, something unexpected that surprises them. An unexpected gift, a special interaction, a Tweet out of the blue that addresses a concern. It shows the brand is listening and willing to interact.
James Hipkins last blog post..What Integrated Marketing Communications and Camels Have in Common
@Pierre – I’m up for the challenge my friend, how about you? 🙂
@Jason – Right you are. These tools – and they are only tools – are to facilitate better communication, among people. Period. I’m not crazy about the term myself because I think it lumps some things in and excludes others, and to me media is a one-way broadcast mechanism, not a facilitator of dialogue.
@Paul – wow, a lot to chew on there. But don’t think social media is out of reach for you. Social media can do as well to build and create brand enthusiasts as it can to steward them, but it takes patience and time and a long-term approach that integrates a fully sound communication strategy. Remember the human connections, and the rest follows.
@Jim – Indeed, it’s easy to forget that not everyone is on the bleeding edge, or even next to it for that matter. We have to remember the fundamental “WHY” of social media, not just the how. It’s about the relationships, yes?
@James – “A challenge that evangelists face is not assuming, in their zeal, that their passion is the only choice available to marketers.” Amen. Equity is also created when someone recognizes that behind the brand, there is a person. Humans connecting to humans. Do I sound like a broken record yet?? 🙂
Thanks to all of you for being here, and for adding so much to the discussion.