Monday, 31 May 2010

Social media - Looking forward

I've had a bit of a hiatus recently, with a lot on my plate I've lost track of what I've been writing. Still, the new job has now started and is going very well, and my other projects are finally getting to the stage I can pass them along.

So, this week I'll hopefully be catching up with several pieces I've started writing, but in the meantime I wanted to point you in the direction of a great interview of Jay Baer on social media, which I think all of you should take the time to watch. Its only 11 minutes long and its a concise and well thought out discussion of the role of social and digital media plays in campaigns.

To see the video take a look here, but the key 14 points are:
  • What you’re doing on Twitter isn’t a social media strategy, it’s a tools strategy.
  • The only thing that’s really certain, is that eventually the online tools will change.
  • I don’t believe Twitter and Facebook will always dominate.
  • If you have a tools-focused strategy, you don’t really have a strategy.
  • First, figure out how you’re going to be social, and then worry about how you’re going to do social.
  • Create a social media steering group (cross-functional) for your company.
  • Social media is fueled by passion, and too many companies try to take elements of their company that aren’t passion-worthy, and attempt to build a social media program around it.
  • Content creation and content marketing will continue to allow companies to capitalize on the fact that every customer is now a reporter.
  • Place making social media (Foursquare, Gowalla, et al) will continue to gain traction over the next 18 months. These services are in many ways would Twitter was originally, with another layer of loyalty and rewards built in. The reviews business will be transformed by geo-location.
  • YouTube is the second largest search engine in the world, and yet video content continues to be under-leveraged.
  • The metrics available on Facebook are in many ways better than you can get from Google Analytics.
  • Companies are starting to think of Facebook as a natural piece of the conversion funnel, not just as a free-standing silo. Facebook fan pages are email newsletters 2.0
  • Make sure you’re tying together your email program and your social media program.
  • Create a content ladder to leverage and syndicate your content.
The first and fourth bullets are the most important. We must, as an industry, stop thinking that tools are the same as strategies. I've discussed it elsewhere on this blog, pointing out the lunacy of creating arbitary Facebook groups to support campaigns.

Anyway, I'll let the article speak for itself, and I promise to have some original insight avaliable soon.


1 comment:

  1. Thanks so much for the nice recap Chris. I appreciate it!