The social media marketing backlash has begun. Blame the unlikely team of The Onion and IBM. The former dropped a pitch-perfect takedown of socmedia ?experts? right before Thanksgiving. Then Big Blue released data that showed Facebook had almost zero effect on Black Friday sales, and Twitter actually had zero.
The one-two punch confirmed my deep suspicion that a lot of the buzzword-laden blather around social media marketing the past few years was itself a form of marketing for self-conferred experts looking to make a buck off scared blue-chip companies. That?s not to say there aren?t bright, honest people plying their trade. It?s just that I keep waiting for one of them to have a Jerry Maguire moment.
For those not familiar with the movie, Jerry Maguire (Tom Cruise) was a sports agent who gets tired of the dishonesty in his industry and pens a mission statement, paper copies of which he distributes to everyone else in the firm. (Hey, this was 1996.) Things don?t work out as planned, but at least he gets Renee Zellweger. If you?re a social media marketer feeling a bit Maguire-ish lately, here are some talking points:
No more buying Likes.?It was forgivable in 2009 to try to rack up as many Facebook fans as humanly possible, but now that it?s almost 2013, it?s time to acknowledge how pointless this is. That?s especially true if a consumer has to Like something in order to take part in a promotion. Sure, you get exposure when a friend of that consumer sees the Like, but the truth is, your target doesn?t necessarily like you. He or she just wants to try to win something. Therefore, the exposure that comes from that Like ? whether it?s a Sponsored Story or just an update in the Facebook Ticker ? is fraudulent. Just like in real life or in screwball comedies, you can?t trick someone into liking you. They?ll always figure it out later.
Salvaging a customer interaction on Twitter doesn?t make you Steve Jobs. We?ve all seen and heard stories of incensed customers who whine about their experience on Twitter and then get set right by a competent customer service rep on Twitter. But here?s another story for you: Over the summer, I had a horrible experience with United Airlines. I went on Twitter to complain and United never responded. The nerve! Now, here?s the funny part. If I was booking a flight and United?s price was even $10 cheaper than the next airline, I?d book with them again. That?s not because I?m a forgiving person. It?s because for me, price is my top priority in booking a flight. On the other hand, I had a wonderful interaction on Twitter this summer with Best Buy, but again, I?d drop them in a heartbeat if Amazon was selling one of its products at a lower price. The moral: Customer service via social media is great, but often irrelevant.
One final example: Back in 2005, Dell became a whipping boy for ignoring uber-whiner Jeff Jarvis, whose DellHell blog became a prime example of the pitfalls brands face if they don?t have a social media strategy. So, Dell got a bunch of social media experts to turn things around. Now the company is a model for any brand looking to set up a dialogue with customers in social media. And so how is this working out for Dell? Not so well. As The Guardian recently wrote, ?Dell is looking like the sick man of the PC business.?
You?re not a publisher. Brands aren?t publishers. Brands are advertisers. Publishers are publishers. For instance, Coca-Cola has 55 million Facebook fans and does a great job providing them with a stream of content. But, if PageLever?s research is to be believed, Coke will be lucky to reach 6% of those fans with its status updates. If it wants to reach the other 94% or so, then it has to pay. Now I ask you: What sort of publisher has to pay money to another media company to reach its own readers? In another example, IBM claims some 32,000 individual blogs and a wealth of other professional-grade content. Yet one does not simply go to IBM.com and expect to see editorial content. No matter how good it is, the reader will always suspect the goal is not truth-seeking, but the promotion of IBM. That?s fine, but it?s really advertising, not publishing.
The secret to good social media marketing: Make good products and offer good services. If you can?t trick people into ?Liking? your brand, maybe you can try to make them actually, you know, like your brand. How? Under-promise and over-deliver. Make products and offer services that are really, really good. That?s not to say you should completely forsake social media marketing communication. Every once in a while if you have something interesting to say, then by all means use Twitter or Facebook to say it. But stop posting cute pictures of puppies to win cheap Likes.
And if you?re ever at a loss, ask yourself: What would Jerry do?
Get Your Tickets to Mashable Media Summit
The Mashable Media Summit 2012 will explore the impact that technology is having on media, and how digital media is affecting our lives and changing the world. This one-day conference will bring together the brightest minds in media, including content creators, technology leaders, entrepreneurs, social media executives and journalists.
Date: Friday, Nov. 30, 2012?
Time: 9:30 a.m. ? 5:30 p.m.?
Location: The TimesCenter, 242 West 41st Street, New York, NY 10036
Tickets: Purchase early bird tickets on Eventbrite.
A Look Back at Last Year?s Mashable Media Summit
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View As Slideshow ?Media Summit 2011
The Mashable Media Summit on Nov. 4 at the Times Center in New York City attracted professionals in digital, tech, advertising, sales, marketing, mobile and publishing from all over the world.
Media Summit 2011
We had a packed house in attendance for this year's Media Summit.
The Future of Social Media
Pete Cashmore, founder and CEO of Mashable, speaks on the future of social media, its current landscape and what trends to expect for 2012.
Media Summit 2011
This year's Media Summit was located at the Times Center in New York City.
Social Media Grows Up: The Evolving Role of Social Media in News Organizations
Mashable's community manager Meghan Peters chats with Katie Rogers, social media manager at The Washington Post; Anthony De Rosa, social media editor at Reuters; and Drake Martinet, social media editor at AllThingsD.
Teaching ? and Learning From ? The Old Grey Lady
Brian Stelter, a media reporter and blogger at The New York Times speaks at the Media Summit.
The Filter Bubble: How to Fix Content Curation
Eli Pariser, author and chairman of the board at MoveOn.org, discusses how human editors and algorithms can work together to get users clicking on content that matters.
What Facebook's New Features Mean For Journalism
Adam Ostrow, executive editor and senior vice president of content, Mashable speaks with Vadim Lavrusik, journalist program manager of Facebook, about how the social network's new features can help journalists.
The Evolution of Sports Illustrated
Sports Illustrated Group editor, Terry McDonell, talks about the magazine's transition from print to digital with Mashable's Editor in Chief Lance Ulanoff.
From Tactile to Mobile
Josh Koppel, co-founder and chief creative officer of ScrollMotion, speaks on the reinvention of content experience and engagement.
TV Makes You Smarter
Christy Tanner, TV Guide's general manager and executive vice president, explains how technology is changing entertainment for better and for worse.
TV Guide Audience
A member of the audience asks TVGuide general manager and EVP Christy Tanner about technology's changes to the entertainment industry.
Like A Virgin
Tor Myhren, Grey president and chief creative officer, talked about the ultimate user experience, and how different it is today from when he was a teen. Here he is at age 14.
Like A Virgin
Tor Myhren, Grey president and chief creative officer, talked about the ultimate user experience, and how different it is today from when he was a teen.
The Problem of Prediction
Tony Haile, CEO of Chartbeat, discusses how real time data changes what you should be doing.
Mashable's Big Announcement
The Importance of Being Awesome
Faris Yakob, chief innovation officer of MDC Partners? kbs+p and founding partner of Spies & Assassins, covers from art and copy to arduinos and code, and how important it is to be awesome.
AT&T Brings 4G to NYC
Larry Solomon, AT&T's senior vice president of corporate communications, announced that 4G LTE will be coming to New York City.
Special thanks to our presenting sponsor, AT&T.
One on One
Bloomberg TV anchor Emily Chang talks tech with Foursquare's General Manager Evan Cohen.
The New Model of Content and Commerce
Lauren Indvik, marketing and media associate editor at Mashable, is joined by a panel including Alexis Maybank, founder and chief marketing officer of Gilt Groupe?; Maureen Mullen, research and advisory lead of L2; and David Granger, editor in chief of Esquire.
The New Model of Content and Commerce
Lauren Indvik, marketing and media associate editor at Mashable, is joined by a panel including Alexis Maybank, Founder and chief marketing officer of Gilt Groupe?; Maureen Mullen, research and advisory lead of L2; and David Granger, editor in chief of Esquire.
The Future of Social TV
Mashable's entertainment editor Christina Warren talks with a panel including Alex Iskold, GetGlue founder and CEO; Jesse Redniss, vice president of digital, USA Networks; and Tom Thai, vice president of marketing and business development at Bluefin Labs, about the future of social media in its relationship with television.
The Future of Social TV
Mashable's entertainment editor Christina Warren talks with a panel including Alex Iskold, GetGlue founder and CEO; Jesse Redniss, vice president of digital, USA Networks; and Tom Thai, vice president of marketing and business development at Bluefin Labs, about the future of social media in its relationship with television.
The Future of Social TV
Mashable's entertainment editor Christina Warren talks with a panel including Alex Iskold, GetGlue founder and CEO; Jesse Redniss, vice president of digital, USA Networks; and Tom Thai, vice president of marketing and business development at Bluefin Labs, about the future of social media in its relationship with television.
Breaking Down Content Barriers
Michael Lazerow, founder and CEO of Buddy Media talks about the rules of content that need to be changed for social media.
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Source: http://mashable.com/2012/11/28/jerry-maguire-social-media-marketing/
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