Brand marketers always talk about the need to measure results more effectively. I, like you, am getting tired of the same cry especially when you see the results of a study performed by comScore (The Power of Like 2: How Social Marketing Works) regarding the effectiveness of Facebook advertising and social marketing as a whole.
The findings essentially take a look at the middle section of the following chart which shows the steps some brand marketers are skipping then scratching their heads wondering why just measuring number of Likes isn’t an effective measure of Facebook marketing success.
It’s fair to say you can take these results and apply to other forms of social marketing as well.
What this shows is that social marketing, in general, is just hard work. It’s pretty straight-forward. Most people, not just marketers and the folks they report to, look for a silver bullet like quick fix to situations. The resulting ‘fixes’ are then a mess and it only gets worse from there.
While this seems like a tired old record already it deserves repeating; social marketing requires significant work along with investments of time, talent and money. Rinse and repeat.
So what’s the point here? It’s to help wake up those who believe that original and horribly wrong message that the social media world trumpeted from the mountaintops in the early days, which is that social media is free and everyone can do it. That’s salesmanship not reality.
We can argue just how old social media marketing is but regardless of that number it is certainly old enough for people to realize the reality of what it requires to make a dent in the increasingly noisy and crowded online marketplace. Why is that message still getting lost then?
Many of our readers have clients or talk to prospects about what is required for success in the Internet marketing business. How ready and willing are these folks to do what is necessary for success? If you are selling social marketing inside a big company and trying to get budget approval what kind of opposition are you still seeing today? It’s important to know what misconceptions still exist in the marketplace so we, as an industry, can work to put proper perceptions and expectations in place. Otherwise the social marketing field will suffer the same fate that the SEO industry has which is a crisis of confidence from the rest of the business world.
Do we really want that? How are you working to put realism into the discipline of social marketing?