Forrester’s new report “Benchmark Your North American Social Marketing Efforts” make a very simple, but very disturbing point. The majority of social media marketers are spending and will keep spending their time on tactics that disappoint.
Hmm. . . remember the definition of insanity is doing the same thing over and over again but expecting different results. But it’s not all the marketer’s fault, is it? Social media keeps changing and shifting so what might have worked a year ago simply doesn’t measure up anymore. But therein lies the problem – as social media shifts, we have to shift too but breaking up is hard to do.
Forrester’s survey shows that the average North American marketers uses 7.5 different social tactics. The majority lean toward the popular and the easy – free Facebook and Twitter updates. But those same marketers say that what’s easy and popular isn’t really working. . . but they keep doing it anyway.
Let’s examine this satisfaction chart:
The items people see as essential like Facebook and Twitter updates have the lowest satisfaction scores. The most undervalued option – participating on a branded community or forum has one of the highest satisfaction ratings for marketers. Branded blogs also fall pretty high on the satisfaction scale but instead of blogging, most of us are updating Facebook.
Just think about it and take in this one last point.
28% of marketers think of social media as a “free” form of advertising. 55% allocate less than 10% of their marketing budget to social media. In reality, social media costs you plenty. It costs you time and brain-space that you could be using to do something else. What’s your time worth? If it’s worth $50 an hour, then it might be worth paying a part-timer to update your sites for you.
Wait! What!? Hand over control to a stranger!! But what if they get it wrong!?
Are you getting it right? Are you bringing in so much traffic via your Facebook page that you can’t afford a mistake? If all you’re doing is keeping the lights on so you can say you have a Facebook page, get someone else to do it for you. Then put the time you used to spend on that into a plan that actually converts.