One of the things I work on with clients is using the appropriate tools to solve their needs. We also focus on using those tools in the right way, which means using the right tool in the right manner to solve the issue. Failing to do so is the equivalent of stirring a big pot of soup with a fork. Sure, you can sort of get things mixed up that way but there are more appropriate tools (a spoon) that are better suited for the task and which will result in a better, more efficient result.
I thought of that as I read the report on a study by Regalix. They surveyed senior B2B marketers to understand current trends in social media marketing and the challenges faced by them in implementing a social media strategy. While much of the data showed progress, certain results made me raise an eyebrow. Let’s see what you think.
According to the study, 94% respondents choose increasing brand awareness as the key objective of their social media marketing efforts. I find that interesting since many of these same marketing types denigrate the use of banners as being only suited to raising awareness and their focus is more on generating click-throughs and other direct actions. Frankly, there are other tools more suited to the awareness task as well. I wholeheartedly agree with this point, made in the Research Brief report on the study:
Given the power of social media to engage with customers, it is surprising to find brand awareness overwhelmingly top the list of key objectives, says the report. Perhaps, opines the report, a reflection of the fact that most organizations still largely use social media as a broadcast or advertising medium, and not as much for meaningfully engaging with customers.
Exactly, and there is our fork stirring the pot. If all you’re doing is switching the megaphone from broadcast media to social, it’s unlikely that you’re going to have much, if any, success. How do you think you’re going to generate actionable insights from social data when you’re doing very little to engage your audience? 71% of organizations said they were either not able to measure the ROI of their social media campaigns or were not sure how to. Only 29% said they were able to measure it. That’s not surprising since there probably hasn’t been much to measure given the inappropriate manner in which they’re using the social channels.
I have nothing against forks, but I never use them to stir the pot. You?
Consult Keith 