Tag Archives: Resource Allocation

OPINION: Social Media Should Not Replace Traditional Marketing

noseI have said this line to a number of executives of late, and they are “Social Media helps make your traditional marketing more effective! It is supposed to complement and enhance your traditional marketing campaigns, not replace them!”

Look- the economy is lousy! With a lousy economy, business executives are always looking to cut costs. But cutting back on traditional marketing in favor of an engaging SM is cutting off your nose to spite your face. Social Media is an investment of resource allocation! SM takes planning! SM takes man power. It takes unique content. Traditional marketing is the vehicle by which you can deliver the good work you are doing in the social avenue.

I wanted to nip this in the bud now! Social Media is an investment, not a cost cutting maneuver! It can be a cost cutting maneuver if engaged successfully. For example; many companies have been able to shorten their speed to market with new products, within social media channels. Quick sales and new revenue in a fraction of the time traditional marketing takes! Other companies have let the users answer customer service questions, and many times been even more helpful than a normal customer service representative would be. The results? Saving on customer service costs! Again, these are not examples of successfully cutting traditional marketing, but rather enhancements to business process and marketing efforts.

For more case studies visit the fine chaps at Mashable!

Have a great weekend everyone!

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Social Media & Community Manager Lessons via I Love Lucy

I was recently reminded of some very valuable lessons when I stopped to watch I Love Lucy on TV Land. When watching this video, think about each piece of chocolate being a mention of your brand in Social Media channels:

It is one thing to engage socially, it is quite another to be able to interact the right way. You can build a solid strategy, you can choose to build a community or simply swim in social media waters, but if you don’t train the resources with the skill sets they need to be successful- you will not really recognize the true value of engaging. Community Managers need to know how to process the content in a conveyor belt. Some of this comes from the strategy, but a lot of this comes from arming them with the ability to process and react to the conversations flying through the information super highway. Social Analytics, training and process! Again, if each piece of chocolate is a mention or a conversation about your brand that you are not joining, it is a business opportunity lost.

Ethel and Lucy are thrown to the wolves and it made for classic comedy. But if your organization invests, but doesn’t have players with the skill sets needed to succeed, the result will be no laughing matter. This is something I help organizations do daily, weekly and monthly very successfully. Some food for thought as marketing folks put together their 2010 marketing budget-think about not only resource allocation but also training for those new resources.

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