Last week I had the honor of attending and speaking at Search Exchange in Charlotte NC (along with the likes of Andy Beal).
My talk was about building brands social media. As I was preparing for my talk I felt kind of weird about the topic. The truth is, to build a brand in social media effectively you have to do a lot and spend a lot, and I mean a lot, of time doing it. True brand building in social media is an ongoing effort that entails content development, brand managers, monitoring, and strategy just to name a few. Which is why some are starting to realize that for many small businesses social media is a waste of time and other valuable resources.
Sure, I know what you are thinking. This guy is crazy. I mean even I will admit that my company gets on average 1 or 2 new projects a month from leads we gather from social media. But the only way that has been possible is through years of hard work developing a following and community that is already part of social media. The truth is if your customer base is not already using social media then devoting years to building a brand in it can be pointless.
But it’s not only in building brands where social media has started to show its true colors. Prominent SEO’s are also calling shenanigans on social media as a supposed SEO tactic.
Sometimes it feels like most of the folks that are still talking heavily about social media marketing are just using it as another area of expertise in their list of services. Whether or not it is a viable strategy for their clients is another story.
So, is social media marketing dying? Or is it just losing its shine with smaller companies as they realize what it takes to play? Let’s hear your thoughts in the comments below!