Social Media Has Changed How Marketers Must Do Their Job
The cool kids over at iMarketing Café asked Jay Baer, Chris Brogan, Jason Falls, Joe Pulizzi, Scott Stratten, Lee Odden, Rand Fishkin, and me to contribute our best tarnished pearls of wisdom to their post “Interesting Social Media Questions Answered By “Experts” with Beards.”
Okay, not really, but that would have been an awesome post, right? Actually, I would have added David Meerman Scott to my list above, but he doesn’t sport a bread these days. However, he and 12 others, regardless of their facial hair status, did take part in “21 Interesting Social Media Questions Answered by Top Social media Experts.”
I encourage you to read the full article to get answers to, “How do you think the social media landscape will change 5 years from now?”, “Will social signals ever emerge as a stronger SEO ranking factor than links?”, and my fav, “Researchers at Princeton University have predicted that Facebook will lose 80% of its peak user base by 2017. Is this a possibility?”
Here Is My Excerpt For Your Sleep Inducing Reading Pleasure…
Question (iMarketing Café ): How has social media changed the way marketers must do their job?
Answer (Some guy with a beard):
While some might say that social makes marketing more complex, I’d suggest it hasn’t per se, and makes it easier in many ways. On very old maps when the cartographer didn’t have information for a section they were drawing they’d write, “Here be monsters,” or some such blather. Sadly, marketers still carry on this tradition when developing marketing strategy and planning programs.
Even today most marketing is done in a vacuum. Marketing staff will make up some nonsense about who they think the customer might be, but they don’t know since they’ve never really met or talked with a customer. In old school marketing you could get away with this because of the difficulty and expense to obtain this insight. That’s no longer true.
Do You Hear What I Hear?
The ability to have direct conversations, listen, participate, and even mine data is at an unprecedented level. You can get this right now by simply logging on to social networks where your brand’s fans are active. This means that marketers who fail to engage and converse with brand fans will quickly become irrelevant and unemployable. It’s happening already.
This is not a dire warning, but a huge opportunity to leap frog ahead because the inverse is true. By spending time on your brand’s social outposts you can hear what customers need. What excites them. What values they connect with from the brand, and how they see the brand’s role in their buying process.
Always Be Testing
Marketing will always have a little guess work, which is why “Always Be Testing” is mandatory. However, now you can make educated guesses that shorten the learning curve and give you an unfair advantage over your slow-witted competitors. In the meanwhile you can watch the neo-luddite marketers slug their way to extinction.
You can read the full article and learn what smarter people than me have to say, “21 Interesting Social Media Questions Answered by Top Social media Experts.”
About The Author
Steve Farnsworth is a Demand Generation Strategist for The @Steveology Group: A Content Marketing agency that drive sales and dominate markets for high tech B2B. You can contact Steve or connect with him on Twitter as @Steveology.