I know…blasphemy. If you read the blogs and tweets of many social media proponents, they’ll speak of social media like it is the holy grail. Seek it…find it and all your marketing woes will be gone.
I don’t think it’s anywhere near that simple.
Don’t get me wrong — I still believe in the value and power of social media. But I also believe:
- There are levels of involvement and not everyone should do a deep dive
- It’s no magic bullet — we’re talking a serious time commitment
- It does not eliminate the need for traditional media efforts
If you look at this great diagram by Gary Hayes you’ll see that there are degrees of involvement that correlate with different activities.
The Consumer: This is the person/company who actively listens to what is being said online about themselves, their company, their industry etc. This, I believe is the level that ALL people/companies need to be at. (check out this great post by Jason Falls about listening)
The Sharer: This is where you go from reading it to sharing it. Maybe you tweeting great reads or you have one of those blogs where you just list other blog posts worthy of reading. You might also be an association or company leader who wants to create word of mouth or keep your team current. (Word of mouth elevates you as well as what you share.)
The Critic: I take exception with Haye’s label on this one. Yes, at this level of activity, you might be criticizing something, but I think in most cases you are reacting to something that’s been said. You are adding additional facts, correcting a misperception or asking a follow up question. (If you’re doing a good job at level one (The consumer) you’ll be able to respond quickly.)
The Editor: There’s nothing that says you have to create all new content if you want to deep dive into social media. You could create a site like MarketingProfs that has many authors creating and re-purposing content or perhaps you belong to a group (like my agency networking group) and everyone writes a little…which adds up to a lot.
The Creator: This is where many will tell you that you need to be. It’s mandatory. I think that’s rubbish. In fact, I think most people should not be here. Why? Because of the time commitment is huge. Because there may not be any ROI for your company to be blogging/content creating. And because most people will start…and then stall. I’m not saying this isn’t a smart strategy. I’m just saying it’s not for everyone.
I believe that everyone needs to be a consumer. And as a result of actively listening…they can and should be sharing and critiquing when need be. For many, that’s where it should end. And there’s nothing wrong with stopping there.
What do you think? Should everyone have a blog? Are we all content creators at heart? Please share your thoughts in the comments…
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Hi Drew,
Excellent post and I completely agree. When I speak to peers I tell them all to listen. Any step after that needs to be authentic and voluntary. Being a wall flower is allowed and as long as you are listening with intention to learn. To answer your questions on blogs, the answer is clearly no. I do believe all marketers need to understand the art of storytelling but we don’t all need to be authors and content creators. We need agencies and creatives and communicators – all using their talents to reach our target markets and communities.
Michael Brenner recently posted..Why Do You Tweet Social Media And Your Personal Brand
Sound analysis. Good advice.
Drew – A great question at the end there. As largely a “creator” of content, the commitment is significant as you suggest – especially for folks like me who do it part time (but want to deliver full-time consistency). When we become creators, we by default become less of a consumer. A bummer for me as I love to read and learn from others! But there’s only so much time in the day . . . I am a creator because I feel like it is a stronger, more own-able position vs. just aggregating content. Would love to find the right mix though.
Tim Tyrell-Smith recently posted..10 Ways To Signal Strength In A Job Interview
Michael,
It’s a sticky wicket — to just listen means that all the content out there tied to your name/brand is something that someone else (with their own agenda — good or bad) created about you. But everyone is not a writer or has the time, knowledge or desire to be a consistent content creator.
Fortunately — there are many steps in between. You can be an active commentor. You can be a good guest blogger. Lots of ways to skin the cat!
Drew
Drew McLellan recently posted..Four new blogs you need to check out
Tim,
It’s all about balance isn’t it? If you want to create excellent content — you have to stay plugged into what others are thinking and writing. And yet, if you spend too much time consuming, there’s not enough creation time.
Like you, I have a day job. And other responsibilities. And a family. etc. etc. Which makes the balance even more delicate. I can’t say that I think I’ve mastered it yet. But, I keep tweaking.
How are you finding the balance for yourself?
Drew
Drew McLellan recently posted..Four new blogs you need to check out
Thanks for asking, Drew. I find balance (on my good days) when I create more time for myself. So I wake up most mornings and write or do admin from 5-7. By getting a new post done and replying to my social network early in the day, I can relax and enjoy the rest of my life (day job, family, a run, etc). On days when I don’t meet my prosuctivity expectations I get anxious and find my mind shifting back to the blog and my other unfinished business. I have so many things I want to try on the site and so little time to do it all.
Tim Tyrell-Smith recently posted..Are You A Career Conservative
Drew,
Very good thought leadership article (love the infographic). On your question: Should everyone have a blog? Given the growth rate of new blogs today it appears it is heading in that direction! I think blogs are essential for businesses and one trend I see continuing is the integration of blogs with corporate websites. Blogs are also key to personal branding, self-expression and sharing of ideas and information.
Good post, Drew. Blogs and all the social media channels present some great opportunities but do not fit all problems. The issue is that marketers too often get caught up in Shiny Object Syndrome, where they flock to whatever has the the day’s flashiest packaging (blogging, social media, SEO, etc.) and then try to determine metrics to justify them. What lacks in the strategy tied to the real business metrics that CEO’s care about. My colleague Bill Bellows (@bbellows) recently outlined how to bridge this disconnect — How Marketing Lost Relevance http://bit.ly/aTur1f
Yes! And thank you, Drew.
I find this post especially apropos for a group of professionals that I spend a lot of time interacting with: financial advisors. Of course, they understand the benefits of social networking, maybe better than most. Offline, they are masters of consuming, sharing, editing and critiquing but if social media participation means that they need to sit down and create, well then, most will say that there are best uses of their time. The risk is that they will conclude that “social media” is not for them and miss its benefits.
This post gives social media sideliners the permission to pick and choose.
The fact that the types, personalities and approaches to social media are being built into a lexicon of strategy and tactics is a great sign. I believe it is unanimous that we should all be listening and using tools to monitor our own content. Equally we should be archiving target social data and cultivate it for market intelligence, be it our own brands or peers, prospects and competitors.
Like any other implementation, it is about clear strategy, concise process and commitment to the goal and tactics. Thanks for cutting through some of the hype to remind us of the fundamentals.
Tim,
I hear you. I also think there has to be a reasonable expectation of what’s possible to sustain. Otherwise, we run the risk of burning the candle at both ends…and the middle!
I worry a little about all of us — we’re moving at such a loaded pace. I wonder what we’ll see when we look back in 10 or 20 years. Will this be seen as the era of the stress induced XY and Z because we simply pushed too hard?
On the flip side…lots of opportunity for those who want to grab it!
Drew
Drew McLellan recently posted..Four new blogs you need to check out
Mark,
So if I am hearing you correctly, you believe everyone should have a blog?
Drew
Drew McLellan recently posted..Four new blogs you need to check out
David,
I couldn’t agree with you more. Somehow a tactic has become a strategy. SM is just another tool. Sometimes the right tool and sometimes completely inappropriate. The trick in marketing has always been (and always will be, I suspect) to have a variety of tools in the toolbox so you can mix and match as the project dictates.
Drew
Drew McLellan recently posted..Four new blogs you need to check out
Pat,
And of course that group (financial advisors) also use the regulators as an excuse not to play. But, if they use the SM tools well (listening, connecting) rather than preaching their own gospel — they can easily make the regulators happy and create a huge network for new business, referrals etc.
I tell people — SM is here to stay. You can’t avoid the water but you do get to decide how deeply you go in.
Drew
Drew McLellan recently posted..Four new blogs you need to check out
Blane,
Oh wait….you’re supposed to have a strategy rather than just rush in because it’s cool?? I am hoping that the hype wears down so that people can see behind the curtain and recognize that it’s still business and we still need to be purposeful.
Time will tell.
Drew
Drew McLellan recently posted..Four new blogs you need to check out
Here’s the important content creation tidbit that stands out to me:
“I’m not saying this isn’t a smart strategy. I’m just saying it’s not for everyone.”
The real key is recognizing where your marketing time and money are best spent for your particular goals. For example, the now famous Old Spice campaign was more about reinventing an image and a brand (in my opinion) and not necessarily immediate sales figures.
Michael Guill recently posted..WordPress Plugin for YouTube Videos
Hi Drew,
Great Blog Post and Insight which I tweeted out earlier today. I agree with you in that many small businesses and entrepreneurs don’t have the time or ability to create and maintain high quality content for a sustained period.
I also think many social pundits talk about Pepsi, Zappos, Old Spice Campaigns as shining lights. Yes, they are great Social Media Marketing campaigns; but, the average small business (SMB) doesn’t have the marketing resources to come anywhere close to what these bigger companies can do, let alone an entrepreneur with say under ten employees. Thanks…….well stated!
Should everyone have a blog? No, but everyone should be monitoring social media activity and contributing when appropriate. As you said, “it’s still business”. The purpose of business is to serve customers at a profit. If having a blog contributes to that for your company, then you should have a blog. If it doesn’t, save yourself a lot of time and agony and skip it.
Thank you for sharing your thoughts. It’s a great post.
Debra Ellis recently posted..8 Things Your Customers Wish That You Knew
Hi Drew…great post. I agree with you for small companies and individuals. But, for larger corporate brands, you have to do all these things, especially creation.
Marketing departments are transforming before our eyes into publishing departments. If you look at what a publisher does today, and then match it up with the strategies and tactics that a marketer does, they are almost the same. The difference is only in how the content is monetized.
Content creation, to your point, doesn’t just mean a blog…it could be curated, data-driven or (god forbid) a printed collaboration piece. It’s different for everyone. That’s why content marketing is so complex…the formula is different for every company.
Content creation (relevant content, not sales content) has been driven by corporate brands for over 100 years, and now they must adapt to the new tools. Social media has been going on for that long as well…we just now have some nice new tools that make things both easier and more complex.
Your steps, in my opinion, won’t be called social media in the future. They’ll simply be called marketing.
Keep up the great work!
jp
Joe Pulizzi recently posted..How One Company Got Started with Content Marketing
Excellent post, Drew. As with everything that comes along in our world, it’s about finding the right use of the new tools and tactics that mesh with your objectives (personal, corporate, whatever!). It’s not right for everybody to advertise in the Super Bowl, sponsor a blimp, run a direct response campaign, so why should social media be any different? Taking a step back and thinking strategically about your objectives should help you decide what tools are appropriate to help you achieve those objectives…and social tools are no exception.
The other thing is that many only look at these social tools and technologies exclusively as “media channels.” In my view, that limits the true potential and use of these tools, which can be applied to the entire business/marketing chain, e.g., R&D, new product vetting, market research, customer service, etc. Again, that’s where the strategic approach can help drive the appropriate use of these tools for the organization (see my comments on this on “Social Media is Wrong” http://bit.ly/cEDsia).
I enjoy reading your posts and look forward to more!
Ted
@tedlsimon
Michael,
I think that’s more core point. It’s not a one size fits all solution. There are plenty of options and angles. So many business people feel pressured into jumping in with both feet and it’s just not the right choice for everyone.
Drew
Drew McLellan recently posted..Is your loyalty program missing a critical factor
Lee,
I think for most small businesses, they can choose one or two of the many platforms (and it seems like most are choosing Facebook) and just built a presence there. They can’t possibly be in all the places, with the same amount of depth, as a Pepsi or Ford. It’s just not feasible. Or good business.
Drew
Drew McLellan recently posted..Is your loyalty program missing a critical factor
Debra,
It’t the agony part that worries me. I think many business owners are feeling incredible pressure to hop on the social media train….but they haven’t a clue what to do once they’re on board.
So it’s partially about actually having a strategy as opposed to jump leaping and then looking. But it’s also recognizing that there are many trains…and some aren’t going where you need/want to go.
Drew
Drew McLellan recently posted..Is your loyalty program missing a critical factor
Joe,
I hoped you’d jump into the conversation and raise the issue of social media versus content creation. Really, in my opinion, the smart, successful businesses have always created content. Whether they were cheat sheets for their customers, website FAQs or an e-book.
I’ll push back on you a little. I think even the little guys should be creating some content. It’s such a powerful way to be of value to customers and potential customers. Especially those who sell the intangible (or invisible as Harry Beckwith would say). Content is credibility when you sell something that i can’t see, taste or touch.
Drew
Drew McLellan recently posted..Is your loyalty program missing a critical factor
I’m with you Drew…great line.
Content is credibility when you sell something that i can’t see, taste or touch.
Unless you have a product that creates its own content (i.e. Google), you better be getting down to business.
Joe Pulizzi recently posted..How One Company Got Started with Content Marketing
Ted,
Great post — thanks for sharing it. You’re so right. If we only see SM as a media channel, then we end up using it just like we used radio, TV or print ads. We shout our message at the unsuspecting crowd.
Drew
Drew McLellan recently posted..Is your loyalty program missing a critical factor