“Friend” is a verb
Going through my mail this afternoon, I tossed my latest BtoB magazine into my ever-growing “must read” stack. Glancing at the back cover, a message from InformationWeek Business Technology Network (whew!) caught my eye:
“Friend” is a verb.
Got it.
What I want to know is how it’ll help me sell.
The body copy went on to say “Not all social media is created equal…”
Show Me The Money
This ad surprised me, although I guess it really shouldn’t have. A great many large corporations and small businesses alike are still spectators at the social media games, and some rightfully so (maybe the body copy should have also included a disclaimer, something around “not every brand is ready” or “social media may not be appropriate for every brand”). This ad was just the first paid placement of its type that I’d seen in a trade pub. The direct, no-frills messaging echoed a sentiment those championing social marketing and community building continuously attempt to sway through education.
Those brands that aren’t participating? They are watching–and like those participating, they are all considering their marketing and sales strategies, evaluating competitive response, monitoring consumer interest. And while (in my opinion) few ever truly look at ROI beyond a tired and cursory circulation number/traffic/impressions–metrics typically applied to traditional media– it seems that everyone and their boss is taking an appraising look at this newfangled social marketing stuff and saying, “So what’re the numbers? We can’t sell it to the honchos without numbers. We have to move the sales needle this quarter.”
These businesses are comfortable with the old, and are skeptical of the new. They accept traditional media metrics and presume the same approach is necessary of social media. And evidently believe the measures of value for their communications and customer relations endeavors can be tied with the number they mail or times an ad runs (Did I mention I’m a consumer? One who filters all mail and rarely watches television?).
The Great Irony
Others before me have said it more eloquently and factually, but for the sake of completing my thought trails I’ll say that these rote challenges to validate the relevancy of social marketing and community relathionships is nothing short of ironic. Hilarious. As though there’s this supreme validation equation, and all business decisions should be run through it. What doesn’t fit the mold gets thrown out.
As if the marketing plans of yesterday accomplished all they should. More like the terms and scenarios were those people were familar with, and were kinda assumed (grandfathered) in. So when something new evolves and challenges every assumption, every way to influence consumers that a marketer ever knew and none of his tricks quite cut it any more, there’s a certain fear of the unknown that starts to flower. Fear often is manifested in criticism, skepticism, or defensiveness.
It’s All Over But The Shouting
Once marketers finally accept that consumers don’t want to be yelled at-bombarded-anymore, they’ll have to start listening. Hopefully what they’ll learn is that brand affinity must be cultivated and nurtured, it has to be earned and not ordered. Yes, it will require better listening skills and patience and “putting the brand out there,” but the result should be a brand that’s perceived as authentic, genuine, and credible.
Unfortunately, it won’t happen this quarter.
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A consumer-centric brand strategist with strengths in idea orientation and activation. Seeking the intersection of brand relevance, differentiation and emotional fulfillment to create opportunities for stronger customer relationships. Believe compelling content can create a memorable brand experience in this noisy world. Brand is the heart of business.
