The end of social media marketing

6a00e552737cff883301a3fd311baf970b-300wiAugie 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?

There is a huge disconnect when it comes to marketing.  Some believe that marketing is still about disrupting people when they don’t want to be interrupted and others believe adding content, that consumers don’t have the time to read, is the answer to digital marketing.  It isn’t.

Perhaps the biggest canard circulating around the Internet is that brands need social media as a channel to broadcast promotions and new products.  Too many social media “experts” stroke their own egos with their pictures on their website promoting their books that were outdated as soon as they were published.

So let’s get one thing straight: SOCIAL MEDIA MARKETING IS DEAD

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People don’t have the time to be bothered about Microsoft’s Surface tablet, they don’t want Tweets jamming up their stream about special Christmas prices and they are sick of brands intruding on their personal time under the guise “social media marketing”.

As Augie Ray says:

  • 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? Maybe not, but an evolution is quickly needed.

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