Social Marketing; It’s Complicated

It’s a Web 2.0 Thing.  You Wouldn’t Understand.

One of my favorite bumper stickers is, “It’s a Jeep thing, you wouldn’t understand!”  You could easily put a modified version of this banner on the Facebook, Twitter and blog profiles for many social marketing gurus, self-proclaimed or otherwise, “It’s a Web 2.0 Thing.  You Wouldn’t Understand.”

Many companies, I guess, don’t think you need to understand.  Check out a Marketing Sherpa study dated April 14th, 2009 headlined,   “Majority of Marketers Believe No Experience Is Necessary To Be A Social Media Expert”.

According to the article, “Two-thirds of marketers who work for organizations that have not used any form of social media marketing or PR consider themselves “very knowledgeable” or “somewhat knowledgeable” about this emerging strategy. Their overconfidence in unproven ability can doom social media initiatives to failure.”

In the detail of the article we read that in many organizations, the first available staff person with a Facebook profile gets the job of heading up the firm’s initial launch into Web 2.0! Yikes.

Now hold these thoughts.  Compare the philosophy with the opportunity as displayed in a post from Peter Yared, March 09, where he states, “Content sites have spent billions of dollars – $12.2 billion in 2008 according to a recent eMarketer report – on search engine optimization and search engine marketing in order to get traffic from Google and other search engines.  Yet organic traffic from Facebook is beating hits from Google.”

Ok, let’s see so far – a lot of opportunity – lots of inexperienced people out there pursuing it… One more idea to throw in the stew is this from Nielsen Online dated April 28th, 2009, “Time spent on Facebook increased 187 percent year-over-year, from one hour and eight minutes in March 2008 to three hours and 16 minutes in March 2009.”  Oh and let’s not forget that Facebook alone is up to around 80 million visitors a month!

Millions and millions of social marketing opportunities 24-7 from people who daily spend hours online bringing traffic (and sales) to astute site owners while many firms consider this Web 2.0 arena so easy that an inexperienced person can effectively compete for these eyeballs. 

It does call for a new bumper sticker maybe like, “It’s a Twitter thing, you wouldn’t understand!”   And maybe, some firms think, you don’t need to understand in order to drive the effort.  Hmmm. Opportunity for you maybe?

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