Someone, who obviously is not thinking clearly, suggested that social media managers need to be under 25 in order to really understand social media marketing. I have always believed that age should not be a factor in hiring someone to do a job it should be determined by who the hell can do the best job. However, I did write an article that said “interns make coffee and should not be the voice of your brand on social media” which brought a lot of comments. The fact is that social media marketing is too damn important to leave to anyone who is inexperienced in marketing and branding.
Mike Proulx at Ad Age says “social media marketing is now advertising. It’s largely a media planning and buying exercise — emphasizing viewed impressions. Brands must pay if they really want their message to be seen. It’s the opposite of connecting or listening — it’s once again broadcasting.” He couldn’t be more right and we have brands and agencies to thank for the this demise.
While more and more marketers are throwing money into digital marketing they are doing so blindly as report state “marketers lack the necessary information to tell leadership which digital marketing efforts have the highest return.” In other words we know we need to do it but we don’t have the tools, foundation or structure to understand what we’re doing. Digital marketing has a lot of components and budget dollars can quickly be eaten up by tactics like SEM and online advertising. If you spend too much on one tactic you might not have enough for other tactics that provide a higher ROI.
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?
Post Summary: OK, I understand that we all have opinions on marketing bit nobody should write a BLOG post that says “marketers must do this or that they have to be on social media”. That’s bull probably coming from people who love to pontificate and don’t work for a consumer products company. You can’t tell people that they should do this or use this tactic unless you have a resume of successful brand marketing marketing. Leave the cute drawings of a man in a pit helmet and don’t use a picture of yourself on your BLOG because it’s not about you.