When you read an article, online, about the latest trends in marketing and what you “must” do you need to consider the source. Analysts, who have no experience, and journalists, who write from company press releases, are not reliable and credible sources of information and you should not be basing marketing decisions based on their recommendations.
Augie Ray says “The secret to social media success (and failure) is no longer secret. Companies need to stop talking and start listening. They need to stop broadcasting and start responding. They need to stop posting to people and instead encourage people to start talking with each other. They need to stop promoting new products in social media and instead use social to collaborate when developing new products. They need to stop publishing content they hope people will share and instead give people product experiences consumers actually want to share. They need to stop trying to be entertaining in social media and instead offer great customer care in the channel. They need to stop counting fans and tallying engagement and start creating advocates and measuring business value. And finally, brands need to stop positioning themselves as more caring, more transparent and more committed to the customer and instead be more caring, more transparent and more committed to the customer.” The end of social media marketing?
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.
As Adweek reports “Facebook wants brands to know their data is safe. The social network has been on a charm offensive of sorts to assure advertisers that when they share information to buy ads on Facebook, that data is not seen by anyone else.” But the data brands have on their customers is a valuable asset and when shared you should take for granted that it’s out in the open. So should you share data with Facebook?