I was intrigued by Marc Meyer’s post about social media marketing being too labor intensive. He outlines a whole series of activities, from smaller things like creating listening posts and monitoring buzz, mentions and opportunities to bigger initiatives like creating and managing blogs, microsites using social platform providers, and broad community initiatives. Agencies and businesses alike need to sort out the level of effort and costs required (not to mention roles and responsibilities for maintaining each). I’m not trying to be a wet blanket, but trying to highlight reality a bit by sharing two topics you don’t hear about much when it comes to how successful social tactics are deployed.
1. More Successful Means More Expensive
As these tactics become more successful, they become more expensive. These tactics require long term effort and can certainly can do more damage if abandoned. But it takes more effort to continue to manage, build and grow, and that can mean more costs internally, at a minimum. The effort can result in more resources, more media, more content – all of which have a price tag unless you believe people are free (in which case I’d like to hire you for my next project).
2. Hope is Not a Plan: Paid + Earned Media
A partner at Accenture I used to work with was king of pouncing on anyone who responded to a question with “I hope…” His response was a sharp “Hope is not a plan.” This applies to social ideas too. Even the most successful social media initiatives are likely combined with other marketing tactics – especially paid media and email marketing. I’d be surprised to hear about social ideas that were grounded purely in the “hope” they will go viral alone. What’s the quickest way for a brand to get fans (likes) on a Facebook page? Engagement ads on Facebook with a call to action, or emailing customers with a similar call to action. Companies like Rapleaf can tell you which customers are active in social networks – you can be precise on the call to action, but just building something social doesn’t mean customers will show up. Li Evans wrote an excellent post recently about how social media marketing doesn’t exist in a vacuum, going deeper on other tactics like SEO and PPC. Together these tactics magnify each other.
Am I just being Master of the Obvious again? Have an example that contradicts? I’d love to hear it, and I hope I’m wrong. Right, hope is not a plan.
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