Image by toprankonlinemarketing via Flickr
Rohit Bhargava of Ogilvy posted yesterday about the five big myths of social media. It is a slightly self-serving piece with a central message that social media isn’t really that scary and Ogilvy’s clients should therefore embrace it more enthusiastically. With that caveat I think it is a very useful post and takes the debate on the impact and use of social media to the next level.
I have hacked and rehashed the five myths below for the sake of brevity and to bring out what I see as the key message and in so doing have transformed them from myths into statements about social media. If you are into this topic please read the full post, and apologies for any inaccuracies I have introduced.
- Control is shared, not lost. Brands can’t control the conversation, but they can and should direct it.
- Social media marketing is about quality of engagement not quantity of people reached. Measuring success by the number of followers or subscribers is not the way forward.
- Significant, but not excessive resourcing is required to manage a social media presence (some interesting tools are emerging in this area)
- Being open and transparent with your customers doesn’t mean you have to share all your secrets.
- Measurement can move beyond soft metrics to harder measures, including sales
Social media marketing has been around for a while now and it seems to me that the general level of acceptance of the medium and improving understanding of how it works, what it achieves, and ultimately the return on investment is reaching a level where we might see some adtech startups break out in the next year or two. Unless I’ve missed one?