A lot is being written lately that in 2011 we no longer need to talk about and educate businesses on the positive effects of social media marketing. Does that mean that social media is mainstream, I don’t think so. As Tami McCarthy points out in her recent Buzz Cloud post, Was Your Brand Voice Heard in 2010, there are still folks that haven’t embraced the new marketing era.
I was recently in a meeting with a prospective new client, and the marketing person kept making this same statement: “I don’t understand the bloggers. I don’t get social media.” It was a fresh reminder that not everyone embraced social media in 2010.
As Tami points out, not everyone yet gets social media and the many benefits, but her last paragraph tells a bigger story for the multitude of businesses that have jumped in;
“OK, I’m all set up with Facebook and Twitter, I know who my brand advocates and influencers are….now what?” First, if real estate is all about location, location, location. Marketing in 2011 — and the new decade — is all about connection, connection, connection. To do that well, you need to be in the proper channels, you need a solid brand communications strategy, and you need to be relentlessly focused on filling every channel with authentic content and engagement.
Who Will Be Fired
David Armano penned a piece today touting the need for results with your social media marketing, titled It’s Time to Move the Needle. David lists a number of different metrics to pay attention to, but his last paragraph sums up his post and position;
Think about what you need to move the needle this year. Hint: it’s bigger than Facebook followers and Twitter retweets. Good business means doing something valuable. You only know this if you’ve moved the needle and others have felt the effect of your efforts.
So, what happens to the agencies who jumped into social media, or the marketing directors who stuck thier neck out to try socila media, but have yet to see any measurable business result?
That likely depends on a lot of variables, but many will inevitably be fired. As David and Tami each point out, effective social media is so very much more than facebook or twitter. It IS about being in many different places, and the ability to tie the pieces together to Expand Your Digital Footprint. That is a lot of hard and arduous work with varying skill sets. Those who handed those tasks of to interns because they thought that they understand the tools are in for a rude awakening.
The Honeymoon is Over and it is Time for Sustainable Business Results
Don’t buy into the yap from your marketing group about needing more time, as more time equals more money to burn, your money. Effective social media marketing doesn’t take nearly as long to achieve a result as the pun-dents want you to believe. And, if your marketing director is wandering around and repeating themselves like a broken record that they just don’t understand, they likely don’t.
Get folks on board that understand how to navigate the new waters, based on results. Marketing has always been about selling more stuff to more people for more money. Social media marketing is no different.
About Eric Brown
Eric Brown
Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established Urbane Media, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine. You can connect with Urbane_Media on Twitter. Eric also writes regular articles for the following publications; Multi Housing News Social Media Examiner Search Engine Guide
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