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<a href="../cat_3_wordpress/">Articles</a> <span class="raquo">»</span> Is It Time to Stop Talking About “Social Media (Marketing)”? </div> <!-- end #breadcrumbs --> <div class="entry post clearfix">
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<h1 class="title">Is It Time to Stop Talking About “Social Media (Marketing)”?</h1>
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<p>By E. Mahony – spotlightideas.co.uk</p>
<p>Firstly, by ‘ditch social media’, I don’t mean ditch the approach of social media marketing but, rather, the label ‘social media’.</p>
<p><strong>The real questions behind this article are:</strong></p>
<ul>
<li><strong>what is ‘social media’ marketing today?</strong></li>
<li><strong>and how does ‘social media’ tie in with digital marketing in general?</strong></li>
</ul>
<p><span style="color: #3366ff;"><strong>Blogging / Content Marketing</strong><br/>
</span>Blogging started off as a crucial part of social media marketing. But the blog has moved on. In many cases blogs have developed into interactive websites with a plethora of different types of content.</p>
<p><span style="color: #3366ff;"><strong>‘Social’ / Interactive Marketing </strong><br/>
</span>The ‘social’ in social media suggests the coming-together-of-people in some way. But often what people mean by social media, is interactive media, for example, the way you can navigate around a blog, i.e, viewing categories, archives, viral and audio clips (not put-together by the blogger) and so on.</p>
<p><span style="color: #3366ff;"><strong>Too much of the ‘Conversations’ thing (?)</strong><br/>
</span>A crucial part of this ‘coming-together-of-people’ is conversations. But has the ‘conversations’ thing been overdone a bit ?<br/>
‘Conversations’ is about opening up and listeneing to audiences. There is, also, the important idea of having ‘conversations’ with audiences to build up loyalty with a loyal group of followers. And all of this is fundamental to marketing today (and there are lots of businesses and brands who are not having conversations, and who are missing out on social media, in general, in a big way). But, nevertheless, for those who have been doing social media for a while, is it possible to take ‘conversations’ a bit too seriously? I mean, at a certain point, brands have to stand for something. Brand-builders have to do some creative-thinking to come up with a brand that is different and original, and captures the interest of audiences. The audience can help in the shaping the brand. But at the end of the day the hard work needs to be done by the brand-builders.</p>
<p><span style="color: #3366ff;"><strong>Don’t forget Word of Mouth</strong><br/>
</span>The ultimate goal of branding is to create word-of-mouth: free publicity. Conversations can help build up customer loyalty. But there is far more we can do from a marketing, point-of-view, to build up customer loyalty. We can, for example, create useful and interesting content, tell interesting brand stories, and so on.<br/>
Ultimately, ‘conversations’ in itself won’t create (it can help) word-of-mouth. It is things such as ‘useful and interesting content .. interesting brand stories’ and so on that, from a marketing point-of-view, create word-of-mouth.</p>
<p><strong><span style="color: #ff6600;"><span style="color: #3366ff;">But what about Twitter?</span> </span></strong><br/>
- Doesn’t Twitter make ‘social media’ (marketing) even more important than ever?<br/>
I, certainly, think there is a good point here. But how much is Twitter (from a marketing point-of-view) about ‘conversations’ (as opposed to tweeting and retweeting to get retweeted, for example). What do you think?</p>
<p><strong><span style="color: #3366ff;">Mashup Marketing (?) or something</span></strong><br/>
So although I’m certainly not suggesting ditching the ‘social media’ approach. Of course, not. What I’m suggesting is that we ditch the label ‘socal media’ marketing.<br/>
Instead of ‘social media’ marketing, I suggest people make up some other phrase, something like ‘mashup marketing’ , for example. ‘Mashup marketing’ (as opposed to just ‘mashup’) suggests approaching marketng from a variety of different angles: SEO, apps, creative ads / virals, content marketing in general, ‘having conversations’ and so on. ‘Mashup marketing’ sounds a bit rough-and-ready, a bit entrepeneurial. Exactly the sort of approach that is needed, today, in the complex world of the internet, and all the different types of opportunities that exist on it for the marketer.</p>
<p><strong><span style="color: #ff6600;"><span style="color: #3366ff;">What do you think?</span><br/>
</span></strong>What is social media, today?<br/>
Do you think the ‘social media’ label is fine and we should keep it? Or do you think that ‘social media’ should be ditched? And if so, what would you use instead (or if not ‘instead’ some other phrase that covers ‘social media’ and other areas of marketing)?</p>
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<span class="fn">admin</span> <div class="comment-date">May 11, 2009 </div>
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<div class="comment-content"><p><strong>Putting Twitter comments here:</strong></p>
<p><a href="http://twitter.com/TheBLUGroup" rel="nofollow">TheBluGroup</a></p>
<p>- Instead of “Social Media” it’s “Community Media” The web is now comprised of niche-specific community sites, forums, etc.<br/>
- ‘Social Media’ is too broad and less personal. ‘Community’ accurately describes the intimacy of the modern web.<br/>
- It’s a solid holistic approach, but some may become lost in it.<br/>
- balance is key to success. Strategic diversity will create sustainability.</p>
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<span class="fn">Jeff</span> <div class="comment-date">May 11, 2009 </div>
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<div class="comment-content"><p>Dare I say we might be over-thinking this a bit? With regard to “media”:<br/>
Interactive = interact with the medium<br/>
Social = you can be social with a media if you’re the Jetson’s…we’re not quite there yet.<br/>
Mash-up = reference to technology and how applications can be smooshed together to create something new.<br/>
All of these apply to social media, and social media is a phrase that goes far beyond the twitter and facebook definitions we’ve confined it to. It’s simply an extension of what happens in the off-line world when a few people are at a party and chat up about life while doing Jag bombs.</p>
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<span class="fn">Jeff</span> <div class="comment-date">May 11, 2009 </div>
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<div class="comment-content"><p>So after my previous post a message came up that said, “Your comment is waiting moderation”. Is that why you want the term social media to die? Because it’s not fully moderated?</p>
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<span class="fn">Eamon - spotlightideas.co.uk</span> <div class="comment-date">May 11, 2009 </div>
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<div class="comment-content"><p>Jeff,<br/>
Have to moderate comments because my spam filter, unfortunately, doesn’t capture all spam.<br/>
The post is meant to be more provocative than definitive. The real questions are: what, exactly, is social media today, and how does does ‘social media’ tie in with digital media in general?<br/>
I take your point about mashup (again, being provocative, not definitive). But why not create a term that encompasses the holistic approach that is now required in digital marketing (that covers ‘conversations’, content marketing, SEO, and so on). ‘Mashup marketing’ might be confusing. But I think a label such as this is more useful / helpful than ‘social media marketing’.<br/>
I just think ‘social media’ – again, talking about the label ‘social media marketing’ not the approach of ‘social media marketing’ – doesn’t cover the holistic approach that is required, in general, in digital marketing today. ‘Social’ is too limiting.<br/>
‘Interactive’ – my point here, though, is that interactive has often got nothing to do with ‘social’ (i.e interacting with other people, in particular in the sense of ‘conversations’) but I have often heard people use it in that context.</p>
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<span class="fn"><a href="http://www.rubbergenius.co.uk/" rel="external nofollow" class="url">Peer Lawther</a></span> <div class="comment-date">May 12, 2009 </div>
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<div class="comment-content"><p>I agree with TheBluGroup in that it’s community media (I still use the term ‘social media’ in marketing simply because forums passed by print media and offline marketers to a large extent so they missed out on that one). A lot of the ways of working and thinking came out of the forums and messageboards of the mid/late 90s.</p>
<p>I see little difference in humanising the brand via Twitter now and the community forums I was using 10 years ago really – both were about chatting and giving incremental content, to establish an honest reputation over time.</p>
<p>The main difference is the scope – it’s out on the wider web now, rather than within one website, hence the potential audiences tend to be much larger.</p>
<p>Good article though!</p>
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<span class="fn">Eamon</span> <div class="comment-date">May 12, 2009 </div>
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<div class="comment-content"><p>Peer,<br/>
Yes, ‘community media’ I think ‘community’ is better than ‘social’ – covers more.<br/>
And the wider ‘scope’ requires a different approach to ‘social media’, in general too, compared to social media marketing 3 or 4 years ago, for example (thinking about what social media marketing, in general, is today).</p>
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<span class="fn"><a href="http://www.socialapproach.com/" rel="external nofollow" class="url">Dan Parsons</a></span> <div class="comment-date">May 17, 2009 </div>
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<div class="comment-content"><p>Have to agree with you here. The “conversations” aspect of the current social media environment is indeed way overblown by most marketers. Given the scope of everything that’s going on out there, it seems to me like most “conversations” these days are more like drive bys. There must be some way to take all this to a deeper level, but Twitter’s model definitely is not it.</p>
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