“The sobering reality is that nearly a decade into the era of social media, more social marketers are failing than succeeding,” writes Forrester Analyst Nate Elliott in a new report published this morning.
So what’s so difficult for marketers around social media?
The social media industry generally doesn’t like to focus on this kind of talk and for good reason. Does this kind of statement mean that social media isn’t all it’s cracked up to be? Not at all. What might be a good idea is not trumpeting social media as the beginning and end all of marketing. The reality is, it’s a channel and it has its place. Elliott states the real problem
According to Elliott, ‘Social Exceptionalism’ can be pin-pointed as the problem — “rather than recognizing that social is just another marketing channel, many marketers see it as unique,” i.e. keeping social completely separate from other marketing efforts, or worse, asking social to carry the weight of an entire marketing program. So what’s the solution? To succeed with social media, marketers must understand how it supports each part of the customer journey. That means not just offering engagement, but also enabling discovery and supporting exploration and purchase with social — what Forrester calls Social Reach, Social Depth, and Social Relationship.
It’s interesting to say the least. Do you agree with these statements? What would you add to the conversation? Has your experience with social media been similar with regard to these trouble spots?
The full report can be purchased (Marketing Pilgrim has no monetary arrangement with Forrester).