Tony Chapman of Cap C shares his views in this video.
Here, Tony, uses the phrase social marketing, not social media. I think we’ve got some serious semantics at work here.
I agree that tactics should never be confused with strategy, but so often are! To all you self proclaimed social media experts , ad agency types who invest an hour on Facebook before you start hyping its’ “game-changing” benefits to your clients, you digital dudes, dude-ettes and drive by “strategists” take note of this – a twitter profile, a Facebook fan page, or single blog does not constitute an effective marketing strategy. What you are recommending, is a flavour of the day, smoke and mirrors approach that hops on the latest shiny object band wagon and preys on client ignorance, then taints the experience for clients who have entrusted you with their business and ruining the name of real strategic marketers in the process. These are the professionals who will embrace a far broader approach and encourage dialogue around a truly strategic solution to the client’s specific marketing challenge.
Why can’t we get this concept of strategy first? It’s then, and only then, can we decide on the appropriate selection of tactics to be used in an integrated approach to ensure you achieve that strategy. And, of course, social media tools may right for that mix.
Mitch Joel, a man, whose views I really respect on this topic, had this to say in a recent blog post about “marketers’ missing the mark on twitter
Social media may lead you to developing new strategies, to assessing how you currently approach the marketing and communications challenge. And yes, they may in fact lead you down a path of massive change and take you to a place where you do new things in new ways, to create a new way of thinking, acting, doing and relating with your customers.
But, from where I sit, I don’t see social marketing or social media as strategies. They may be the conversation starters, the instigators, but strategy is still driving force that will guide the effective use of these new tools.
So, if your potential provider can’t talk strategy – don’t waste your breath. Find someone who can and let the social media dilettantes go “help” your competition.
Question of the day:
What are your thoughts on tactics versus strategy? Social media versus social marketing? Share your thoughts…
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