Are we over complicating a simple concept?

Because Social Media is still emerging as a marketing platform – just in case you didn’t know – few companies (and agencies) fully understand what its true purpose is… and will be… There are so many individuals, companies, not-for-profits etc discussing ROI as it directly relates to sales, and although it can be a bi-product of utilising Social Media, should the bottom line actually be the the main focus?

Is it not all about building awareness of a brand(s) through positive two way communications?

Is it really only the same thing that goes on everyday between an organisation’s people and their customers or clients?

Is it about creating transparency between the brand and their customers or clients?

Closed questions, yes, but can an organisation afford to have a ‘closed’ mentality in today’s market?

If an organisation cannot produce content that demonstrates value and positive customer experience what should they do? Should they even attempt to engage people in conversation or should they restrict themselves to 5 hail Mary’s a day whilst hoping and praying for a change back to the old days? But then again questions like ‘What makes you different?’ and and of course this little old chestnut ‘Why should I even think about buying from you?’ are some of the most difficult ones to answer, and generally stop a conversation dead!

Organisations using ‘Social Media’ effectively understand it s not a short term solution and requires on-going investment of time and in some instances money. The focus for organisations needs to be on creating content that can demonstrate actual value, evoke customer engagement or provide brand lift and awareness – this is fundamental. Its not an un-managed marketing solution as there is a continual loop of listening, evaluating and responding…

But let’s not over complicate a very simple concept. Short of a complete back fire that would equate to decline in sales potentially linked directly to bad PR, or grossly overspending on some ‘pretty’(!) creative, with all the knowledge that’s freely available, is it really possible to fail using Social Media?

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Tagged as: conepts, Social Media, tactics