Did you ever get the feeling that most brands are farting in the wind when it comes to their marketing? Every week more and more marketing executives are taken for a ride by people whose only accomplishment is getting people to buy their book. First, it was social media hype, then big data hype. What’s next?
There is some lopsided thinking out there. There is a “belief” that just because a consumer becomes a customer of your brand that they want to have a relationship with you that extends beyond the 4 P’s. For a lot of brands this just isn’t true. Just because I like pudding doesn’t mean that I want to have a relationship with you on Facebook.
Are brands becoming disillusioned with social media and should they even measure their social media marketing? That depends who you ask. Some social media and inbound marketing companies are still promoting the hell out of social media and in so doing so they are overpromising results. However, smart marketers understand that social media is an essential part of an integrated marketing program.
Kevin Ryan brought up a great point, “the concept of quality over quantity seems to get lost all too frequently. People rarely say what’s actually on their minds and answering questions no one asked you because it looks like search fodder isn’t a path to engagement glory.” While good content is essential to keep visitors on your site one still has to ask the hard question “how are consumers supposed to read all this content?”
It is abundantly clear that there is a massive “digital divide” between consumers engaging in real-time across channels, versus the digital marketing industry that is still largely siloed and not executing in real-time. It appears that this digital divide is due, in large part, to two key challenges observed in this research, namely: Overwhelming Complexity and Lack of Unified Measurement.
By far the biggest challenge for most brands and marketers is “what exactly is social media doing for our brand & business objectives ?” Executives want clear examples of ROI not vanity metrics such as the number of people who “Like” our brand or follow our brand via a Twitter feed. Here are some ways to measure social media with results that matter.
In a renewed effort to lure a bigger share of the advertising dollars that now flow to major TV networks, Google’s YouTube is making a number of concessions long sought by marketers, ad executives say and the headline reads ” Facebook Exec Snarkily Confirms Brands’ Big Fear: Their Content Isn’t Important“. So what’s going on here? A little something called accountability, which most social media “experts” have been able to dodge.