Social Media, social networks and the overall new social behaviours.
Old stuff for some and look into the future for others.
When youth knows but does not
A scary discovery, even in top schools and marketing courses, people know about social media, have accounts but mostly no clue about the actual use of them in the “real” world.
Think looking for work through LinkedIn or Twitter, corporate use of Twitter, etc … .
When Twitter is mainly about sending a LOL to some random TV show, then social media marketing may definitely be at risk when these people hit the real world of day work.
And so do corporations
Another step into the future for corporations. From old-fashioned companies to old-fashioned companies with a Facebook profile.
With the loads of tweets, blog posts and various press articles sent about the need for every business to have social media presence, the idea has made its way into corporations as well.
A late(ish) move but still a progress.
For the best or worst … .
Corporate FOMO
FOMO (“Fear Of Missing Out”) is one of these new first world “diseases” that as spread in a time when everybody wants to the The Man (gender neutral meaning here).
Breaking the news, tweeting ASAP, catching up with the high and mighty, etc … .
This behaviour has also made its way in the corporate world.
In this very world where politics are part of the daily deal, the corporate FOMO has grown to the next level.
The “social media” criteria sit in a few words : knowing Twitter & having an account.
Bottom line, no strategic vision, no understanding of the actual DOs and DON’Ts of social networks and social media marketing strategy.
This does lead to random, “shopping-list tweeting”, using dedicated channels for every single kind of message and just going for the digital pat on the back by virtually touching influencers or just the golden goats of the corporate charts.
Stopping the BS and getting things right
Marketing and communications have always been jobs with best practices and rules.
Social media marketing is the same. And even more.
Due to the huge amount of tools and channels available, the extended reach and the ability of clients to interact in real time, social media are to be handled seriously and a strategy put in place (starting with defining the voice and message).
It can not be the playground of marketers aiming at greatness – rising above the corporate non social media users … – nor a tool seen as the megaphone of all random messages.
That would then not be any different than standing on a cardboard box, in the middle of a street and shouting words of apocalypse … . Note that even crazy guys doing so are still better since they have this one topic and message.
In the end, social media for businesses is indeed necessary nowadays. Just reminder it is nothing funny – rather a powerful tool for developing a brand – and has to be handled in the right way : smart and serious.
(Article originally published on my personal blog, This Is Sam’s Blog : http://thisissamsblog.postach.io)
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