Social Media Is Not a Marketing Strategy

There, I said it. Social media in and of itself is not a strategy (gasp). It does not replace a solid marketing approach or even a communications plan. To be successful, it must be integrated into a larger strategic framework. This applies to organizations as well as programs, initiatives and (my dreaded word) campaigns.

Harvard Business Review recently published an article titled “Separate Social Media From Marketing:”

…we need to break out social media and talk about more than marketing and technology. Instead, we need to talk about what social media enables: the ability to collaborate in new ways — which is particularly important for business leaders interested in creating more collaborative, innovative, and engaging organizations. […]

The use of these platforms can truly transform a business by moving beyond brand marketing. Social media has enabled business leaders to think differently about how they engage and interact with both customers and employees. But just because you’ve opened the door doesn’t mean you’ve crossed the threshold into a new way of working, managing, and leading.

Your marketing team might have the best handle on social media, but what about other departments in your organization? When you change the focus from the technology to more about what the technology enables and what you want to achieve, then you change the conversation. You start to be strategic.

An Opportunity for Social Marketers

Craig Lefebvre on Twitter the other day shared an article on Paramount and how they are changing their approach to mobile from brand awareness to driving a behavioral outcome (buying a movie ticket). How we use social media should also evolve. In fact, how we view marketing and communications in general needs to evolve. Marketing isn’t something you think about “later,” it’s about so much more than communications and it doesn’t live within just one team. It’s integral to your success now and everyone plays a role.

I’ve written before about the “Word of the Year.” As December nears, I’m starting time for reflection early and designating all of December a time to ponder on the past, step back from the present and imagine tomorrow. My first thought? 2012’s”Word of the Year” might just be integration.

8 thoughts on “Social Media Is Not a Marketing Strategy”

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Anonymous November 28, 2011 at 8:47 am

The idea that social media should permeate organizations is a great one. Michael Brito and David Armano have done some wonderful writing and presentations on this notion – and it’s difficult to argue with as a concept. Of course, when you get out there in the real world, you’re confronted with the fact that a large proportion of organizations aren’t ready for that step. No, for much of the world, social media will still be a large part of marketing.

Now, when you suggest that how we think of marketing needs to evolve – now that’s something else. Agreed +1.

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Anonymous December 1, 2011 at 10:31 pm

@dragonsearch:disqus Thanks for your comment and for pointing to Michael Brito and David Armano. I’m familiar with Armano’s work but will have to look into Brito some more.

As for your last statement, that is something else indeed. That’s more than just one post (though Craig’s that I link to is definitely a good read on the subject), but that laone could be a whole series! Heck, it could be cornerstone of a new blog. 😉

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EIC Agency November 30, 2011 at 7:10 pm

What an interesting standpoint. I’d have to agree when you
say that social media isn’t a marketing strategy on its own, but rather a
vehicle or a tool to get your message across as one of many other tools.
However, I do think that you can create a social media strategy in terms of
policy: what kind of content to post, the frequency of posts, how to engage consumers,
how to respond to public comments etcetera. And although the purposes of
marketing haven’t changed, I agree that our general perception of marketing
should evolve and new possibilities should be embraced.

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Anonymous December 1, 2011 at 10:35 pm

@EICagency:disqus I think social media is about more that just getting your message across. I know a lot of people are using it in that way, but that’s not the right way to approach it necessarily. It can be part of it–but there needs to be a deeper understanding of how social media can help build relationships, communities, provide a service, be its own tool or product, etc.

I think what you get into regarding your frequency of posts, how to engage, what to share, etc. can all be a part of your content strategy which can be completed by your comment policies and engagement guidelines. It all depends on what the goals are of course–for both you and the communities you want to reach and engage.

Declaration February 5, 2012 at 11:31 am

HI…
Yes, its fact your writing really inspired me i also agreed with you and i hope your idea will be make success full.

Monica Kiviniitty July 3, 2012 at 3:50 am

Social media can be strategy for some reason,but i agree in this one,it is not marketing strategy,Social media is a solid marketing approach or communication plan,In Finland Social media using internal communication boost your social media marketing.

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8 thoughts on “Social Media Is Not a Marketing Strategy”