In my job I’mÂ bombardedÂ by a massive amount of questions surrounding social media for marketing, and oddly enough, I tend to always refer to it as a “the social media bubble”. As I’m sure most of you remember, theÂ dot-com bubbleÂ in the late nineties, which had a greater impact on the stock market than anything,is often referred to as a negative, and is exactly how I see the current state of social media for marketing. Now don’t get me wrong, I LOVE social media for marketing, but only if it’s done correctly and the unfortunate reality is that the vast majority of marketing folks simply don’t know what they DON’T know. That makes them evil marketing vilans right? Wrong…it just means that we have a lot more work to do than we thought. Education is everything, and properÂ quantifiableÂ results in social media programs is a must, and you wouldn’t believe the reports I’ve seen that are incorrect, it will just make us look bad when senior management gets wiser….hence bubble, and they will.
I’m a DATA marketer at heart, which is odd coming from a design background, meaning that I think with aÂ differentÂ side of the brain than my stereotype creative counterparts, but I’ve accepted that, and use that to my advantage. Like an accountant, numbers don’t lie, but the number one mistake in social media marketing is the focus and obsession on REACH metrics. Instead, they should be focusing on the sales that are generated by the people they REACH with social media. Well, I’m pretty sure I lost a lot of you with that one. Yes, you can argue, “What about Brand awareness” “What about connecting with ourÂ fan base”Â . Well those are all valid points and Â can usually satisfy a quarterly review report and sell the program, I get it. Although, the real questions that Marketers are having to answer in the board room are much harder to answer, “What’s sales have been generated?” “What’s theÂ retentionÂ of our followers, vs customers that are not followers?”. Man, those are harder questions, and if we are to survive this “bubble” we better get smarter about how we analyze our social media programs. This is something I’m still trying to figure out for myself, but I canÂ guaranteeÂ you is something that I work at every day.