In a post by Paul Daigle called the Net Effect. He talks about how advertising doesn’t work in social media because traditional advertising doesn’t listen it only talks.
I think that this is a wake up call for all the Social Media executive out there and C-level executives trying to understand social media. Social media a half ‘Groundswell” (book written by Charlene Li and Josh Bernoff) and half “Book to be announced” (not yet published – Peter Drucker like book). The business process improvement aspect of social media – the impact to organizations in how they organize, talk to prospects, and customers. More importantly how companies compete.. words like ROI, finacial impact, leverage, revenue per employee, benchmarking, customer service, and business intelligence will trump words like engagement, conversations, storytelling, blogs, podcasting, viral branding.
Rather than me going on again and banging the drum about my view I’ll let Paul say it and he puts it in a business light.
“Every week a new article seems to redefine what social media means for brand advertisers. This communicates, accurately I think, that the advertising and media industries are still working to understand how they can best help their clients capitalize on the new social media opportunity.” …
“Advertising doesn’t know how to listen. It only knows how to talk. So talking with advertising people about social communities is like telling an accounting department how you can increase sales. Sure, you can run traditional ad campaigns within social settings, but the real opportunities being advanced are not advertising… but communication opportunities. This misalignment between the goals of marketing decision makers and opportunities being offered is why many companies are moving so slowing, and acting so suspiciously of social media.”….
“Advertising isn’t going to go away, and it isn’t going to change. Nor should it. Advertising, as we know it, will remain an important way to build brand and drive sales. But developing social strategies and advertising strategies are completely different vocations. I don’t believe marketing or advertising departments are where tomorrow’s corporate social initiative will reside.”
“In order for companies to succeed socially, they will have to restructure to become social entities. It will happen, but it will take time. Helping companies understand where their social assets lie and how to synthesize these assets to create modern CRM departments maybe the answer. These new departments would strive to manage the ear, face and personality of the business, and help the company engage socially to win. In the real world, when we represent our companies at social events we do so knowing who we are, why we are there, who we are speaking with, and what we’d like to accomplish. We know that our success requires that we engage the room in conversation and that we listen.”