Beware the social media “expert”

By Mark

With the advent of social media marketing, I caution clients to beware of the social media “experts” that are flooding boardrooms across the country. No doubt that these folks understand how certain social media applications work and how quickly they can whip together a Facebook program or set up a Twitter account. But what is often missing is a true understanding of marketing, and how social media should be integrated into an overall branding effort. Said differently, social media is to marketing as tactics are to strategy. Social media is not a replacement for sound marketing, which is still about brand positioning and the brand message. It’s one more tool in a marketer’s tool kit.

It starts with strategy and message.

At the risk of sounding “old school” (I was raised on the basic principles of David Ogilvy), there is no substitute for a cohesive and compelling marketing strategy and brand message. It’s all about finding the real attributes that make your brand unique, and then creatively leveraging those differences in your positioning and message. It’s also about connecting your brand with prospects, and that’s only achieved with the right message that should be baked into every touchpoint with your prospect whether it’s sales, customer service, product development, and yes, even social media.

Integrate social media with total marketing.

In the last few months we’ve seen global brand leaders such as Pepsi and Coca-Cola shift more monies from traditional media to social media, with Pepsi recently declaring that funds typically devoted to Super Bowl television advertising would be redirected to social media programs. More and more advertisers are doing the same as they see the value in how social media can make their brands more accessible to consumers on a 24/7 basis. But what these brands also understand is that their social media efforts must be integrated into the bigger marketing picture.

Keep expectations in check.

It’s human nature to desire quick and tangible results to any marketing program. But those that expect immediate results from social media marketing are setting themselves up for heartbreak and frustration. Social media vehicles such as Facebook, Twitter, and LinkedIn, are effective tools but typically slower in building customer response and loyalty. It’s all about creating a long-term conversation with prospects and leading them – not commanding them – to action. It should never be confused with the direct hard-sell persona of traditional media efforts.

Keep this in mind when building your marketing program.

Ignore the “cheap” pitch.

Another concern I caution clients about is the argument that social media, along with Internet marketing, can be an inexpensive replacement for traditional media. My answer: it all depends. While there are definite cost efficiencies associated with social media and Internet marketing, the exclusive use of new media really depends on your target audience and your overall marketing objectives. Internet marketing lends itself perfectly for impacting narrow target niches. But if your target represents a broader audience, then marketing efforts warrant traditional media when a wider net is needed. Again, it depends on your strategy and the bigger marketing picture, and of course, the realities of a budget.

So, whether you’re an association looking to build its membership, or a packaged good trying to attract new users, social media is an effective weapon in the marketing arsenal. Just make sure it supports – rather than replaces – your marketing communications strategy.