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Hey got your attention, of course it exists, but not in the all encompassing sense that it is often used, and definitely not as some sort of separate entity from marketing.
Let me put it this way, there’s marketing and there’s using social media as a marketing tool. However creating Facebook pages, Tweeting and Blogging isn’t going to do much if all you do is try to use these tools to distribute ad copy or a sales pitch.
I am not going to name names but I see a lot of companies, big corporations at that, who throw up a Facebook page and sit there and scratch their heads as to why it does nothing. A multimillion dollar a year brand with a huge advertising budget and their Facebook page only has 1,500 likes. Are you kidding me?
The problem is that the company knows everyone is on Facebook and Twitter and / or watching hilarious videos of talking dogs and laughing babies on YouTube, so they want to be on Facebook, Twitter and YouTube as well. They have their agency create pages and channels and buy some clicks, put up some ad copy, or maybe have a contest and then sit back and wonder why they are getting so little traction.
I am sure the deodorant is great and will leave you feeling refreshed (golf clap) but why would a consumer want to SHARE that information with their friends? I mean maybe some of my friends at some point could use that particular brand of deodorant but I am not going to Tweet about it.
(By the way I am NOT talking about Old Spice, their campaign is brilliant.)
https://www.facebook.com/OldSpice
The problem is that Social Media without compelling content is like a washroom without toilet paper, you’re just left sitting there crying for help.
Using social media to its fullest is about telling a story with a narrative that makes the people you need to attract want to share this story with their network of friends through the communication tools of Social Media. You must have the compelling content that works in that space or it’s all for nothing.
My next blog will talk about the divide between ad copy and content and look at what is working out there and emerging trends.
Cheers
Jon
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