I seem to be expressing this more and more (said with a big sigh). When I started working in the social media marketing space in 2007, it was about having a direct and two-way connection with a brand’s customers. Dare I drop the word “authentic?”
Yet today, we see far too many examples where a brand’s social presence is merely a dumping ground for innocuous and superficial content. And many in the industry are becoming disheartened and increasingly speaking out.
This feeling is certainly what led me to express my thoughts about social media & “RTM” a few months back. But more recently, someone published a piece on Digiday, “Confessions of a social media strategist.” While I don't agree with everything the anonymous author wrote, there's still a lot of truth in their post.
Social media is at a cross-roads and it’s important to remind ourselves, as digital marketing professionals, that we’re the ones who are letting this happen. I totally dig Hubspot’s response to the Digiday post. It’s a timely reminder that each of us is still in the driver’s seat. And there remains a great deal of hope and promise for social media marketing.
But as part of getting it back on the rails, we need data and insights. And I’m so proud of the piece my colleagues Brad Blake and Noah King published in AdAge today. They underscore an important tenant of social media: Quality over quantity – and they use data to show how Facebook’s much criticized News Feed algorithm changes may actually be a good thing.
Advertising can be meaningful. And it’s not too late for our social networks. As brands and agencies, we've gotta take a harder look at what we're publishing to people's personal newsfeeds. Social media marketing is so much more than merely “increasing engagement.” It’s about instant human connection.