Social Media Marketing is Not Going Away

Some marketing people are predicting that social media marketing will merge into other marketing activities and there will not be room for a separate SM marketer. Do you have a career in social media marketing? Will social media have a life apart of all other marketing activities? Well, I think that the answer to both of these questions YES.

Brand is the community of people who feel affinity to it. You use different tools like TV, Facebook, print ads, events, Twitter to communicate with that group. The main goal is the connection between community members and the brand. You would want to make existing members more engaged and bring in new people.

Social graph underlies all marketing.

It’s a bit like public relations, but on a much more personalized way. In some cases you will be talking to a single person or a small group on the other hand you can use TV to reach millions in a way that community expects you to. For example TV ads will be personalized… doh! Not just that we show ads based on the interests and behavior of the viewer but the ad content itself will be personalized with the name of the person, favorite color, earlier purchases or activity on the social networks.

The community manager’s work will span all channels and strive to be as personal as possible. So, you could say that you are doing web banners or TV ads, but they wouldn’t work without the social context. This is insanely powerful! One ad agency used my name and the name of my girlfriend in the character dialog. This ad ran a few months ago and I still remember the ad and the context. This can be scaled!

Social networks will be the core and marketing will be the tools to build it. Post-sale interaction will grow in tremendously as the real experience of using the brand will make people more engaged and willing to share their experiences. You lay your marketing plans by analyzing the underlying social graph. Then you put a post here, a discount there, maybe a TV ad in certain region, etc.

As Jeremiah Owyang pointed out one on one social media doesn’t scale. This means that the task of social media marketer will be to build and nurture the true fans of the brand. True fans will be the group that helps you scale without losing personal touch. You will give away a lot of control but the rewards will be worth it.

In the other hand the social media marketer has to train the people inside the company to interact with the community. Achieving authenticity may be difficult for some and helping them to relate to the consumers of their work is very important.

Social media marketer, community manager or CMO, call her what you will. The one who builds the stickiest social graph around their brand will win. Now technology has given us the tools to actually measure and work with that social graph.

Check out the related posts:
Social Media Manager Responsibilities
Social Media Manager is like a Swiss army knife. I was thinking about what this person should do and the result is this list. The list is pretty long so in corporate environment you might want to split it up between several people.

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Image credit Haiko

Priit Kallas

Priit is the founder and CEO of DreamGrow Digital, an internet marketing and social media company. With his 20+ years internet marketing experience he is Helping companies to understand and use the digital marketing to reach their target audiences. He has spoken at hundreds of seminars and conferences on different aspects of internet marketing. Priit is also the organizer of Digital Elite Camp, a leading traffic and conversion event.

4 Responses

  1. Yinka olaito says:

    From situation analysis, those who wish ‘Social marketing’ a natural death may have to keep hoping for a long haul. there may be changes to technology and platforms usage, but the contribution of social marketing makes it almost unimaginable that it will go away very soon.

  2. Exabytes says:

    Everyone also agree that social media is the best influence of branding.
    No matter in
    Brand Awareness
    Reposition Brand
    Rebrand
    Social Media is the smarter way to build it .

  3. Elias Shams says:

    Of course is not going away. Social media is here to stay for good. Given vast variety of the existing channels to choose and stick with, it’s time for such a hot space to enter into a new category.

    There is a need for a portal to provide a quick and intelligent decision for both the consumer and the enterprise about their online connections. A Platform to Help us to Distinguish Our Quality vs. Quantity Friends, Fans, Followers, and Companies.

    Facebook, Twitter, LinkedIn, Youtube, Flickr and others have been doing a decent job of providing additional marketing exposure and even in some cases, additional revenue. However, as more and more social networking sites pop up, the task of picking the right channel getting more challenging.

    This reminds me of the early 90’s when WWW was adopted broadly by the general public. Every company rushed to have a presence, to the point it became literally impossible to find the right information on the Web. That’s when yahoo and google where born and helped us find the most relevant information by just typing simple keywords.

    Then came Web 1.0 & 2.0 – Youtube, Flickr, myspace, Facebook, Twitter and countless others have turned everyday people into content producers, influencers and experts. We basically tripled down on the information overload How do you know which channels to select for deploying your social media strategy?

    That is why I built awesomize.me to accomplish such a mission – the portal to all your existing social media channels.

    Elias
    CEO & Founder
    http://awesomize.me

  1. June 9, 2011

    […] out the related posts: Social Media Marketing is Not Going Away Some marketing people are predicting that social media marketing will merge into other marketing […]

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