Yesterday BL Ochman published a blog post titled: 10 Things Social Media Can’t Do. This post went viral among a certain community on Twitter – you know who you are. BL was surprised that this post got something like 4,000 ReTweets which is remarkable.
Why the huge response? I think it is because one of the primary themes around SM is the (negative) myth of the SM Guru/Expert. This post lays bare that myth, and exposes all the hard work it takes to make SM into something meaningful that drives ROI and contributes to an organization’s success.
Most of us working in this business aren’t walking around pretending to be experts, but we are working hard on behalf of our clients and companies to do a better job connecting with customers to drive sales and profitability. BL’s post is an acknowledgement of the hard work hundreds of people (consultants, agencies, companies) are doing all over the country to drive organizational success using SM as one of many tools.
Let’s re-imagine BL’s list as requirements for SM success, because that is what they are:
1. Coordination with marketing strategy.
2. Top management buy-in.
3. Long-term commitment.
4. ROI model reflecting long-term commitment.
5. Requires a professional team of agencies & experts.
6. Must be coordinated with PR and products efforts. SM can’t substitute for either.
7. SM Requires multi-year budget commitment.
8. Don’t expect to guarantee sales or influence.
9. Must be led and staffed by senior internal people who understand the over-arching strategy.
10. SM should always be coordinated with PR, Marketing and Product.