Social Media Is Useless…
Blogs. Facebook. LinkedIn. Twitter. SEO. RSS Feeds. These are buzzwords for today’s marketing and communications specialists.
I have many people tell us they want to think “outside of the box”. They read some business article “about this thing called web-two-point-oh, what is it?” They want it because the article says it will make their business grow magically, like Jack’s beans to the sky. And while I’m flattered to have these people approach me for advice, I say to them, “Stop!
“Social Media or web 2.0 will not save your business!” Flat out.
It is true - social media is a powerful way to encourage constructive discourse with your customers.
It is also true – social media can increase awareness about your company’s products, services and activities to a global audience.
But, if you do not have a sound marketing strategy, strong brand positioning, products you believe in, or services you stand by, social media will be useless in helping you increase business. Ask yourself the following questions before developing a social media strategy:
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“Is my product or service the best there is in today’s marketplace?” You need to focus on the business itself. Create a sound product and make sure your services are responsive and responsible.
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“Do my customers react positively to my marketing?” Marketing materials (such as brochures, packaging, website, online videos etc.) need to be visually attractive and consistent in all media to effectively communicate to your target demographic.
If you haven’t addressed these questions, send me an email. If you’ve addressed these, then find me on LinkedIn. 
Ted LauSupplier to the PR industry
Vancouver, BC
Tags: blog, facebook, linkedin, rss, seo, social media, twitter, web 2.0
February 11th, 2009 at 10:46 am
Agreed! Social media doesn’t make up for a bad strategy, ugly design or irrelevant product or service.
February 11th, 2009 at 2:15 pm
Your title “Social Media is Useless…” can be applied to almost anything (just swap out social media). PR is absolutely useless if you don’t do any research and have an understanding of what you’re trying to accomplish.
I would suggest that a social media strategy should rather be integrated in your overall communications strategy and that your questions may be different based on what you’re looking to accomplish. They seem to be really focused on the company, as opposed to considering it from my customers’ perspectives because your audience is not just reacting to your brand based on your marketing material, but also based on their own content.