Blog post

Is Social Marketing Still….Social?

By Jay Wilson | June 23, 2017 | 134 Comments

marketingDigital Marketing Strategy and ExecutionMarketing Technology and Emerging Trends

The other day, Elizabeth Shaw and I were talking social marketing with some agency folks who mentioned that they no longer create purely organic content and campaigns on behalf of clients.  Everything has to have paid support.  This approach makes sense on the surface – after all, engagement with organic content from brands is close to nil at this point.  No wonder that 80% of marketers, according to our Digital Channel Survey, have implemented or are planning social advertising programs.

Sure, there are exceptions – Wendy’s recent Twitter snark has helped differentiate its brand voice in social while garnering a ton of exposure (not always good).  And we’ve seen a heavy increase in client inquiries about employee advocacy – content shared by employees via social can significantly outperform content coming directly from brands.  Indeed, employees are the second most credible source of information about a brand, after friends and family, according to a study by Ketchum.

But the evolution of  social networks into merely another advertising channel (albeit an effective one) can be disheartening for those of us who “grew up” with the promise and initial reality of social as an authentic, unfiltered, conversational channel for marketing.  Throw in Facebook’s current obsession with bots – (“is there anything less social than communicating with a bot?” another Gartner analyst lamented recently) and one can see where this is going, at least from a marketing perspective.

From a consumer perspective, though, social is still as social as ever, even as network preferences change.  My ten year old, for example, spends most of her social media time on YouTube, interacting with fellow gamers and uploading videos, and on musical.ly, chatting with classmates and co-creating content with them.

Indeed, at its core, social media is still a place where humans create and share content with the world, discover new people with whom to converse, and help each other out with everything from lifestyle advice to product recommendations.  Successful brands will continue to follow that model – creating content that helps first, and only sells when the context is right and trust has been established.  And there’s no reason that social advertising can’t follow the same approach – by targeting current customers with helpful content during the Own phase of the customer journey, for example, and working in tandem with other channels, like email and search.

In this week’s analyst picks and headlines– from the aforementioned Elizabeth Shaw, we look at ways the marketers are leveraging social to support the full multi-channel symphony.  Clients who haven’t yet tapped into Elizabeth’s extensive experience in marketing innovation, coupled with her tack sharp approach to social media, should take advantage of the opportunity as soon as they can.

Leave a Comment

134 Comments

  • CertsTime says:

    What’s up, yup this piece of writing is really
    nice and I have learned lot of things from it concerning blogging.
    thanks.

  • Bobi Krucil says:

    It was truly informative. we always need social media, because they have more information of all information…Your website is very helpful. Thanks for sharing!

  • Amazing.Good article i love it, It was a nice post

  • I need more and more comments to understand the article, looking for this post since a longtime and finally got it here .. thank you.

  • maska medyczna maseczka hepa Wirus niee może
    przetrwać nie zważając na organizmem za sprawą długi czas.
    Możeszuniemożliwić rozprzestrzenianiu się COVID-19, nierzadko myjąc dłonie i używając środka
    odkażającego do rąk, jeśli to możliwe. Schorzenie jest wysoko zaraźliwa i występuje u około
    trzydziestu procent populacji ludzkiej, pomimo że występuje w niewielu przypadkach u niemowląt.

  • i love it, It was a nice post

  • Your website is very helpful. Thanks for sharing!

  • slot says:

    I am not certain where you are getting your information, but great topic.
    I must spend a while learning more or figuring
    out more. Thank you for fantastic info I was on the lookout for this information for my mission.

  • EKA BKJ says:

    i like u , u post so good

  • I think this is one of the most important info for me.
    And i’m glad reading your article. But should remark on some general things,
    The web site style is ideal, the articles
    is really great : D. Good job, cheers

  • sex says:

    This article provides clear idea in favor of the new users of blogging,
    that in fact how to do blogging.

  • karven says:

    we look at ways the marketers are leveraging social to support the full multi-channel symphony.

  • For this purpose alone, PayPal is the preferred banking technique of numerous US bettors.

  • SV388 says:

    check this out to play

  • Temukan banyak extra bonus di halaman situs kami sekarang juga, banyak game populer ternama yang akan memberikan anda jackpot besar seperti dari slot online resmi dan togel akurat gacor 2021.

    Join Now :
    Agen Togel337

  • Thank you for post it! It’s really helpful and informative article. I really enjoyed to reading it! Come by to my website thanks!

  • TOgel CC says:

    daftar dan main sekarang juga untuk dapatkan banyak keuntungan berlipat ganda

  • You generated some decent points there. I looked on-line for that problem and discovered the majority of people will go coupled with with all your internet site.
    Looking forward to reading more. Great blog post.Really thank you! Will read on
    Well I sincerely liked studying it. This tip procured by you is very useful for accurate planning.
    Rattling clean internet internet site , appreciate it for this post.
    Outstanding post, I conceive people should acquire a lot from this weblog its real user friendly. So much fantastic information on here .
    Thanks , I ave recently been searching for information approximately this subject for a long

  • It’s not my first time to go to see this web page,
    i am visiting this website dailly and get good facts from here all the time.

  • Terima kasih telah membagi informasi yang bermanfaat.

  • Great blog! Thanks for shared with us.

  • 899Sport says:

    Amazing! This is good information.

  • Great Information you shared. thanks!

  • What’s up, after reading this remarkable piece of writing i am too
    cheerful to share my experience here with friends.

  • Excellent blog post. I certainly love this website. Thanks! 파워볼게임

  • racesite.pro says:

    Thanks for the update and quick reply. I’ll be sure to keep an eye on this thread. 경마

  • Great article. I’m dealing with a few of these issues as well.. 슬롯머신

  • Super interesting discussion. Thank you for the great comments. 토토사이트

  • I finally found great post here. Thanks for the information. Please keep sharing more articles.
    카지노사이트

  • Your blog is really nice. Its sound really good
    카지노사이트