3 things social media can't do and 1 thing it can

I was meeting with a new client a few weeks back and we were talking about a new product launch. I asked them if a marketing strategy had been formulated yet. Their response is something I have heard regularly for the past few years; "Our marketing strategy is all social media." As someone who is inundated with social media all day long, I sometimes forget that for some, social media is still a relatively new and bewildering arena. So let's start with the most basic principle:

Social media is not a strategy. 

Social media is merely a tool to be used to help achieve whatever marketing strategy you've developed. In that respect, it is the same as print advertising, radio spots, Web sites, and the like. Social media is at best a tactic. And unless you are offering incredibly great deals (Dell Outlet), overtly selling over the social media landscape is frowned upon. 

• Social media is not a traditional marketing channel that allows you to constantly broadcast a marketing message or advertisement. If you do, you'll be considered a boor just as you would in any social circle. 
• Social media is not a short-term solution; it is a long-term commitment. The goal of social media is to create a long-term commitment to the brand. This is done over a period of months and years, not days and weeks.   
• You don't start and stop a social media campaign like you would a normal marketing campaign. Social media goes on with or without you. The only decision you have to make is if you want to be part of the conversation.

In fact, it might help if you don't think of social media as a marketing function. As a matter of practice, social media is more of a public relations function than a true marketing function. Again, a few brands like Starbucks and Dell have successfully used social media to directly sell more products (although I haven't seen numbers on the direct influence of social media to Starbucks' sales). 

So, what can social media do? 

The most powerful feature of social media is the ability to create relationships. Social media is an excellent way to establish a more personal and relevant connection with your customers. If that is important to your marketing strategy, then social media might be a great tool for you. 

Social media can personify your brand like no other marketing tool. It can quickly put a voice and a personality to your brand. In essence, it is your brand making friends with your customers. And once you have established that relationship—that friendship—you must abide to the rules of any relationship. That means being there when needed, but not expecting anything in return (although it doesn't hurt to ask every now and again). Moreover, you can't pester your customers with irrelevant messaging. After all, with social media, your brand is now their friend. It should know what your customers want to talk about. 

So, if you start thinking of your customers more like your friends—and start treating them as you would any of your other "real life" friends—then you might find that social media can become a powerful tool. Not the only tool mind you. You still need other marketing channels to effectively get your message across (that's for another post). But a powerful tool that can turn some of your customers into life-long advocates of your brand.

Kevin Duffy is the Creative Director for The Duffy Agency's Boston office.

Comments

[Best iPod docking station]

Great article, I agree. Social media is just a tool to help you promote your product/brand/service. However, social media is not a complete marketing strategy, it is simply a supplement. People who reply on social media as a primary means of promotion are making a big mistake. Like you said, social media has it's advantages in that it let you connect to your users as friends which is great for your company.

David GreyAudiocanyon

[Julie Myers]

I've talked with lots of people who truly believe that all they need to do is put up a Facebook page or set up a Twitter account and their social media plan is in place. We educate clients on social media ... what it is, how to use (i.e., a social media strategy) and how to get involved. I love meeting new people and social media has been a great way to connect electronically to those I may never meet in person. Thanks for sharing your thoughts.

[The Duffy Agency]

Thanks Julie. I appreciate the comments. You are right. It takes more than a presence to be a success in social media. It's all about setting out a plan before you do anything. Developing a company's social media strategy is the most important step.

[The Duffy Agency]

Thanks David. That is exactly it. Many people think social media is either all or nothing. But it's really just another arrow in your quiver of marketing tools. The key is integrating it with all your other marketing. But as you said, brands that are relying on social media to deliver the same results as TV or direct mail are in for a long wait.

[Ernest Barbaric]

As someone who builds digital marketing strategies for organizations, this statement is a 50% agreeable.

Yes, social media is not a be all and end all for marketing. It should be considered as an integral part of the marketing mix.

Social Media may not be a strategy, but an organization should have a social media strategy in place. The way you connect with people online, especially through sm channels is very different then the way you would approach traditional marketing. They both have a place, and require different approaches.

That being said, the true power of social media comes in it's ability to add a layer of engagement and branding to a marketing strategy.

[The Duffy Agency]

Ernest,

I agree. In today's world you probably should have a social media presence. But all I am saying is that it shouldn't be a given. Investigate if the audience you are trying to reach and see if they are active in social media. If not, then maybe putting the majority of your marketing dollars behind another marketing tool may make more sense. The main idea is that don't be a lemming. Have a plan before you begin, otherwise you might be wasting your time.