Social media marketing is the beckoning and shiny new toy.
It started as clever but simple to use online technology where you could share multi-media content with friends, family and school colleagues. It was fun, engaging and it has touched the social human global psyche.
It happened because the intersection of technologies such as cheap high speed internet, low cost hard disk storage and software that made using social network platforms as easy as writing a Microsoft “Word” document became aligned at the same time.
Even the older generation could use it.
CEO’s, business owners and management initially saw it as a distraction from serious business and traditional marketing. How could you take Facebook seriously when it it was the social network that the son or daughter used it to share their party photos from Saturday night.
What was the point of a a 140 character tweet.
Then the penny dropped. Large brands realized that the marketing leverage and amplification that the “many to many” crowd sourced global conversations could bring to their marketing strategy was sizable and significant. Coca Cola changed its marketing strategy from creative excellence to content excellence. They had realized that social media was able to spread their content and ideas with velocity.
Small to medium business were provided tools that they could use themselves to promote their business. The democratization of marketing was now evident.
Along with this realization many myths abvout social media marketing have been spread that have caused confusion and disillusionment when the return on investment didn’t materialize or wasn’t apparent.
Myth #1. It’s Simple
There are many myths about social media marketing but the biggest one by far is that it is easy and can be done by an intern at lunch time.
For small, medium to large enterprises is it is far from simple because social media marketing does not scale very easily and it requires many resources, skills and processes that until recently were at an adolescent stage of development.
With social media marketing you need to:
- Write, film and snap the images and capture the content
- Edit the content into a creative format that entertains, educates and inspires
- Create it for the different types of media such as video, text (for blog posts), Twitter tweets, Facebook updates, Pinterest images and other major social media networks
- Establish processes that control the publishing and monitoring of the content that is spread globally by many individuals within one organisation that keeps the brand police happy
- Publish it on multiple networks,
- Optimise it for a variety of multimedia formats
- Develop and optimize it many types of screens including laptops, iPad, iPhone, Android smart phones and tablets so that it renders properly and is easily consumed
- Optimise the content and platforms for search engines
- Monitor and measure the data you receive to see what works and what doesn’t
It is becoming a deluge of data on many social networks.
So far organisations in the main are using disparate and multiple tools such as Hootsuite, Tweetdeck and Klout that add a