Love Struck, Infatuated or Just in Awe of Social Media?


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It was another red carpet night in tinsel town this past Sunday; the 2012 Grammy Awards at The Staples Center in LA were watched by music fans worldwide. Personally, although I did not watch the entire show, I could not help but think about how the glamour, gizmos and digitally created music of today did not even come close to the magic that Sir Paul McCartney stirred up. Sitting on a stool with a single microphone in front of him, a white suit minus any bling, a string and piano orchestra, and Eagles star, Joe Walsh to accompany him on the guitar—that was it—an incredible performance by a master song writer, musician, composer and singer. And if you think I’m just plain, old fashioned, I’ll bet you dollars to donuts that “My Valentine”, the song that McCartney wrote and sang at the Grammy’s will be the most popular ringtone today—so yeah…Happy Valentine’s Day everyone!

I wish there was some of the McCartney chutzpah going around in the world of marketing. Why do seasoned, experienced marketing veterans feel so intimidated to speak out and question the crazy social media plays disguised as good marketing? The medium has changed from the traditional ones we were used to, but at the end of the day, the results still matter. You can use a one-man band or a computer-generated symphony, but if it’s not music to the ears of your listeners, what good is it? Every company using social media needs to work towards a meaningful relationship with its audience, i.e. prospects and customers. Engagement will nurture love.

So…I have a few pet peeves about this whole social media love affair. See the list alongside.

My Top 10 Social Media Peeves…

  1. Why do B2B tweeters feel like they need to go “Hollywood”? Don’t they realise that they are neither famous nor do people care?
  2. Why is tweeting different from spamming in the B2B world?
  3. Why is there no Tweetiquette for those who insist on spamming us with their nonsense?
  4. Why do people think that the more social media followers they have they better it is? Are they going to be negotiating a future contract based on number of followers? I wish it was that easy!
  5. Why do people eschew common sense when it comes to social media plays? It is about conversion and marketers should not confuse volume of activities with results.
  6. Why do people insist on practicing a “flavour of the day” approach? Use social media, yes, but not at the expense of tried and true marketing methodology. Supplement, complement, but do not replace
  7. Why are companies relying so much on social media “gurus” who themselves are still learning?
  8. Why are companies all of a sudden clueless when it comes to using common sense? Is common sense truly that uncommon?
  9. What does having a bad hair day or going on a diet have to do with B2B social media play?
  10. Why are people afraid of social media? It is a new animal…so embrace it, use it, and get to know it better; but for heaven’s sake keep your personal stuff out of it!

Yes, I know, this sounds like one of my rants and I’ll admit it is. But I question why ROI from social media is not as front and center a discussion as it should be. What are marketers afraid of? That their touted creative social media campaigns will come up short on tangible result measurement? After all, it is true that increased website traffic, more followers on Twitter, more Likes and fans on Facebook; all of these numbers mean nothing if they don’t bring in quality leads and drive greater conversion.

Have any pet peeves or a-ha moments with social media? Leave me a comment.

Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.


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