Beyond the realm of common sense: Junta42 Content Marketing blog: Five Reasons Social Media Marketing Comes Last

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April 13, 2010

Five Reasons Social Media Marketing Comes Last

My friend Shama Kabani's book, The Zen of Social Media Marketing, officially comes out this week. I was one of the lucky ones to receive a review copy and I can tell you it's worth the read.

I've been following Shama for the last three years, and what amazed me about her is that she consistently created and distributed excellent content, and tied that into her entire marketing and social media strategy to launch a successful business and an amazing book.

I asked Shama if I could share this portion of her book with you. Thanks Shama!

Five Reasons Social Media Marketing Comes Last

There’s been a lot of talk lately about companies that are abandoning a website in favor of social media marketing. To me, that’s an experiment I believe will fail, because if there’s one thing I’m certain about, it’s that social media marketing should come LAST. Why would someone who makes her living helping companies from Australia to New York City manage or outsource their social media marketing efforts say that?

Because it’s true. To start with, social media isn’t a marketing platform. It’s a consumer platform.

Marketing platforms like advertising, direct marketing, and telemarketing are one-way communication platforms. A company creates the message, and delivers it creatively in hopes that the consumer will respond. The company is in control of the message – and the only voice consumers have is to “vote with their wallets” by acting on the marketing message, or not.

Social media is a consumer platform, where teenagers in Melbourne, customers in Minneapolis, and prospective buyers in Midlothian all have the same opportunity to voice their opinions, ask questions, and share experiences. Consumers are in control of the message, and they revel in their control. Marketers can join in the conversation, and help to shape the dialogue, but it is definitely not a place where traditional marketing methods work, and it is definitely not a one-way communication platform.

So why bother with social media marketing at all? Because it’s where your customers are turning for information about the products and services they buy. Consider Facebook alone. If it was a country, it would be one of the 25 largest in the world – smaller than the U.S., China, and India, but bigger than Indonesia, Israel, Denmark, and Canada. Over half of all consumers say that they have already purchased something – or switched to another brand or retailer – because of a recommendation they got through a social media site.

It is no longer a question of whether or not corporate brands should be participating in social media – it’s just a question of how they can use the new online communities to help them get the word out. This is where the confusion comes in. Social media is where the customers are – and you have to be there. So why shouldn’t you just scrap the old methods and jump headlong into the new medium?

Because social media is a great place to share information, and introduce consumers to your company and your products, but there are five important reasons that it comes LAST in your marketing plan.

Customers look for recommendations and reviews on social media – and then head to your website to make a final purchase decision. Your website is the place where you can SELL your products and services. Social media is the place where you introduce a potential customer to your brand.

You own and control your website, but you don’t own or control any social media platform. I’ve known people who were banned from Facebook or another social media site for violating a rule or policy – and sometimes for no apparent reason at all. When you get banned, you lose it all. All of your content, all of your contacts, erased in an instant. That just doesn’t happen with a website you own – and you make your own rules for your website, so you’re sure not to inadvertently break them! Even if your host comes crashing down in an emergency, a back-up can have you back on line in minutes.

Social media is a great amplifier – and it does just that. For something to be amplified, it has to exist first. So your brand identity, your marketing message, your logo and your content all needs to exist separately from social media, and be based on solid planning and execution, so that social media can amplify it.

Marketing platforms – advertising, websites, email, e-newsletters, PR, webinars, special events, catalogs, etc. – reach the audience you define. Social media reaches an audience that defines itself. The Toyota Scion XB is a good example – Toyota marketed the boxy car to hip urban dwellers in their 20’s – but someone’s grandmother discovered that it’s design was perfect for her arthritic knees, and the 55+ crowd started raving about the XB on social media sites. Now 60% of Scion sales are to those over 50. There’s nothing wrong with that of course. But what if a club finds itself besieged by underage fans who want to see their favorite band because a viral campaign didn’t clarify that it wasn’t an “all ages show”? You need both the controlled message and the opportunity to benefit from a viral buzz.

Social media is a broad platform – but it isn’t deep. It’s impossible to go into much detail in a 140-character tweet. And it’s almost as hard to go into detail in most other social media platforms. The best social media campaigns refer people to great websites, downloadable content, memorable videos, or valuable information.

So, for now, I remain convinced that a great website (or blog for small businesses) is the hub of any great marketing campaign. Traditional marketing is far from over – but it has evolved, and social media is a huge part of that. When was the last time you got a piece of direct mail that didn’t have a website address for you to visit? Every morning I listen to NPR (National Public Radio), and every morning the broadcasters invite me to tweet them my questions or fan their Facebook page.

Marketing today is the art and science (dare I say the Zen?) of leveraging multiple platforms to get your message across so that you can motivate people to take action. The goal is the same now as it was in our parent’s day. Only the tools keep changing.

Shama Kabani is president of The Marketing Zen Group, and author of The Zen of Social Media Marketing, which hits store shelves this week.

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Comments

I'm a big Joe Fan. Joe, love ya... but seriously?

I must be living on another planet. I have never heard ANYONE discussing abandoning Web sites for social media. I hear a steady drum beat AWAY from use of social media for marketing. Anyone with me???

Secondly, I disagree: The WORST social media campaigns "refer people to great websites, downloadable content, memorable videos, or valuable information."

The best social media campaigns produce SALES and LEADS.

Am I just wacko? Anyone else tired of creating conversations, downloads and traffic and interested in sales and leads? Perhaps I'm in the minority, Joe http://budurl.com/utzk

Posted by: Jeff Molander | April 13, 2010 at 07:25 PM

Hi Jeff,

Thanks for your comments. Actually, I get at least 2 emails a week asking me if they really NEED a website anymore because they have a Facebook profile. The question exists. In fact, Entrepreneur.com did an article on this exact subject last week: http://www.entrepreneur.com/ebusiness/expandingyouronlinepresence/article205808.html

As for sales and leads - I am ALL FOR IT! However, people have mistaken expectations. They skip the business model, the website, the ummm - good product or service! In this regard, I think social media comes last and is part of the puzzle. It is unlikely that someone will see your FB fan page and buy. I'd LOVE to see that happen - and when it does it is luck. 99% of the time, it is the start of a relationship.

Posted by: Shama | April 13, 2010 at 08:15 PM

Really nice article Shama. Informative and makes complete sense. Indeed social media is booming but you need to use it wisely.

You must first have a brand presence in order to give away your message on social media so that people can actually go on and check what your business is all about. I find these days people all over social media but when I click on and go to their sites, they are not that pleasing or professional and thus that good impression is vanished in a jiffy.

Posted by: Jesicca | April 14, 2010 at 02:11 AM

This looks like a great book Shama, some really interesting points.

A well built, beautiful and SEO friendly website is the solid foundation of any online marketing campaign - like you say, Social Media, when used successfully, amplifies your message and directs visitors to your website where they can do the 'action' bit (after having the 'conversation').

Posted by: Nicola Connolly | April 14, 2010 at 09:15 AM

Nicola and Jessica -

I appreciate the kind comments and I am excited to see others who get it! = )

Posted by: Shama | April 14, 2010 at 11:38 AM

Briliiant! This is spot on. Like any communication tactic/channel social media must be built on a logical, well-planned and smart foundation of strategy and messaging. In the absence of that, you might as well just be tossing darts blindfolded in a dark room.

Posted by: Roger Friedensen | April 14, 2010 at 12:55 PM

Really like the thought leadership. Too many companies are ambushing FB, hoping to find the Holy Grail. The rational is that it is free and has a potential large fanbase. I personally don't believe customers consider themselves "fans" of a company, but rather customers.

Unfortunately companies are extremely misguieded with good intentions, because the real ROI is happening in thier own communities on thier websites, generating SEO, analytics, brand advocates, call deflection, and new product ideas.

Posted by: Brian | April 14, 2010 at 12:57 PM

Roger -

I love that analogy! How descriptive and and "spot on." = )

Posted by: Shama | April 14, 2010 at 12:58 PM

Shama,

I completely agree with this argument and applaud your work spreading the word that social marketing should be the last step in a marketing process for companies, however, I must say I disagree that social media is simply a consumer platform. Partners, investors, the media and other non-consumer stakeholders are also utilizing social media and expecting to interact with your brand beyond traditional Web sites, direct mailings, newsletters, etc. Regardless of this point, companies should still be using your lessons when employing social media tools. Thanks for a great read!

Posted by: Julie | April 14, 2010 at 01:23 PM

Shana,

Great article! I've argued similar things on my own blog, especially the point about social media being a great amplifier, but not a replacement for branding.

However, I'm not so sure that social media should be last. It takes so long to build that I think it makes sense to think about it as a integral part of an entire communication strategy.

Not first or last, but as part of an integrated approach.

- Greg

Posted by: Greg Satell | April 14, 2010 at 02:02 PM

Great article!

I find myself dwelling on the choice of the word "last."

Last, as in chronological, or as in hierarchical? Different implications for each...

I agree with @Greg above in the chronological sense -- "Not first or last, but as part of an integrated approach."

Putting it last in a hierarchy makes more sense. Get a solid site first. Other things follow.

Posted by: Clinton Forry | April 14, 2010 at 04:36 PM

@Clinton - Hierarchically speaking. = ) Love the distinction! (Joe - you have such SMART readers!)

@Greg - Yes, of course. My point was that people need to put the basics first and not ignore key business principles. Perhaps it is best to say "Before?" = )

@Julie - Excellent points. You are right - there is a place for everyone. But it is best used as a 2 way communication channel vs a one way broadcast.

Posted by: Shama | April 14, 2010 at 06:58 PM

@Shama...obviously you hit a chord here.

@Jeff...I agree with you about sales and leads...when that's possible, of course. I like to think of integrating social media more as part of creating or maintaining a behavior. In other words, we may not be at a point in the buying cycle where sales is a possibility. Although we are all still trying to figure this out, social media's best use may be as a nurturing tool.

Love this discussion. Thanks for bringing it to the table Shama.

Posted by: Joe Pulizzi | April 14, 2010 at 08:41 PM

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