Comments on: Social Media Is Good for Something… Like, Selling Tampons

By: Gary Bloomer

Gary Bloomer — Wed, 27 May 2009 17:03:11 +0000

On May 20, Krista posted a question on the MarketingProfs “Know-How Exchange”, a question I responded to. Rather than repeat my post here, click the link and read it for yourself:
http://www.marketingprofs.com/ea/qst_question.asp?qstID=28953#185247
The point of my post was this: modes of operation.
One of the key things to be mindful about with any kind of social media is that they are just that: SOCIAL networks.
They are NOT buying networks. Nor are they advertising networks. They’re social. That means relaxing. Chatting. Drinking. Smoking. Eating. Hanging out. Listening to music. Attending a great concert.
I’m convinced that the key to the success of these networks lies in the relationship aspect. So yes, context is huge.
Gary Bloomer
Wilmington, DE, USA.

By: joel rubinson

joel rubinson — Wed, 27 May 2009 00:55:38 +0000

There are at least two false constructs here. IMHO, traditional marketing and presence in social media are NOT alternatives; they do completely different and IMPORTANT things. The second point is that conversation in social media is as much about listening and research as it is about marketing. (To see compelling story of why you must listen, please see my latest blog posting http://www.rubinson.wordpress.com.) To imply (as Knowledge Networks analyst does) that a presence in social media does not have sufficient ROI is to miss the essence of what brand/peep conversation, accessibility, and transparency is all about.

By: Paul Chaney

Paul Chaney — Wed, 27 May 2009 00:19:50 +0000

@Maria – Good points; context is huge
@Don – great synopsis of issue
@Phoenix – You’ve got to do better than “great post”; sorry, but looks like spam to me.

By: Dan Hutson

Dan Hutson — Tue, 26 May 2009 22:11:12 +0000

I’ve read several responses to the Knowledge Networks report. Seems to me it’s pretty simple:
1. Social media is a pretty lousy channel for advertising (and this may always be true … I hope so).
2. Social media shows great potential as a channel for word of mouth/conversation/engagement.
3. Too many people/organizations are trying to frame social media as the Next Big Thing in marketing, which to many lay people means advertising. The proliferation of get-rich-quick-through-social-media schemes only serves to further confuse the subject.
I have no doubt that social media is going to be a game changer in many areas of life. But let’s not get too far ahead of ourselves.

By: Social Media Expert

Social Media Expert — Tue, 26 May 2009 15:57:06 +0000

I love this post, especially the part about context. It’s such an overlooked factor in using social media that can be VERY costly for businesses who choose to chase the SM hype that abounds online.
The difference between “advertising/broadcasting” and “participating/engaging” is an important distinction between the two is, in my mind, a critical success factor that needs to be embraced by anyone heading into social media.
Great stuff Paul!
Maria Reyes-McDavis