Monday, July 13, 2009

Fan or Fad? Scoring social media

Buzzmedia’s David Wang recently blogged that social media is the world’s biggest fad for marketers and said that there seems to be “an almost unhealthy fascination with social media among marketers at the moment.”

In the end, he said, “we’ll all realise that social media will become just regular ol’ media.

It’s a fairly detailed post – you can check it out here – and one that makes a really strong case for his argument. And addresses points which marketers definitely need to consider when using social media in the marketing mix.

One of the points which stood out for me (I just had a conversation with someone else about it before I read David’s post) was how social media was rife with experts but starved of authorities.

Untapped marketing tool?

Sure, there is a need for consultants and agencies to show marketers how to get started but I think when there are too many “experts” pitching advice and services to marketers it can have a negative effect. And I am not just talking about the obvious examples like if they hurt the brand through a less than relevant campaign.

On a basic level, I think when there are below-par experts pitching to marketers to spend on social media yet can’t convincingly address all of the marketer’s concerns or argue convincingly about why they should be using Twitter for example – it reduces client confidence in the medium. Makes it even more difficult for them to consider social media as a viable marketing tool, and in turn, also doesn’t help stimulate the growth of online ad spend either.

I know I’ve simplified the argument down a fair bit (1+1 doesn’t always = 2) but I wanted to raise another issue which I think is important which is about whether we need a digital agency scorecard. Are there any credible ones out there in the industry at the moment? Something which is able to tell marketer whether an agency is strong with social media but weak in other aspects.

Going back to David’s post, he said “agencies specialising in social media should be familiar with technologies like Open Social, Facebook Connect, community platforms like KickApps or social widgets and be able to build engaging applications that fit into a brand’s overall marketing strategy.”

That’s one good way to check – any other ideas?


Darren Yan said...


There are tools such as ViralHeat and Tinker which can assist marketers to measure the performance of their agency/consultants/experts managing their online social profile.  These tools can form a basic scorecard till the industry forms a sector-wide benchmark.



blogjunkie said...

Hi Marcus! Thanks for highlighting my blog post.

A scorecard is an interesting idea, but I think marketers should just tap their younger employees who understand social media to see if their consultant's suggestions make sense.

Shalabh Pandey said...

Just left this comment on the original post- and sharing it here as well:
So this calls for asking two questions:
1) Do we really think marketers are stupid to be giving their monies to the first person who walks in claiming whatever?
2) How is this different from choosing any agency or marketing services partner?
Being probably of same experience and age as Carolyn (earlier in the comments thread), I know that these things come and go. But having said that, I know people who adopt it first have obvious advantages.
Important takeaway: Marketers are not stupid- but they should be more dynamic. My advice: Don't fret about who is coming to you with a plan. Hear everyone- and be people/expert agnostic. Think Ideas. Think Stories and think concepts. And see if they are gelling with your marketing objectives. Period.
I have always agreed that online discussions around this topic are rife with agency love talks. Many of them 'offline' guys turning online specialists and other people turning this whole thing into an 'agency love fest'.
OpenSocial, Facebook connect are again just a drop in the ocean of the tools that could be used for harnessing conversations online. In this context it becomes important to marry the right concepts with the right tools.
Stories rule. If you can weave one well enough, people will listen.


Anonymous said...

馬桶 馬桶不通 國外旅遊 國外機票 團體旅遊 直航機票 簽證熱水器 蘭花 化糞池 抽化糞池 便宜機票 國內旅遊 抽水肥 太陽能 水管不通 洗水塔 消毒 通水管 通馬桶 馬桶 馬桶不通 上順旅行社 五福旅行社 大興旅行社 天喜旅行社 天福旅行社 日本旅行社 日本旅遊 日本機票 日本自由行 日本訂房 包通 抽化糞池 抽水肥 水管不通 洗水塔 自由行 訂房 雄獅旅遊 汽車美容 汽車美容 三久太陽能黃金價格查詢 貸款 信用貸款

Anonymous said...

房屋貸款 剖腹生產 姓名配對 星座 星座運勢 算命 素食料理 素食水餃 開運印章 風水 外遇 徵信 壁癌 屋頂防水 屋頂隔熱 抓漏 油漆 徵信社 外遇 徵信 徵信社 外遇 徵信 徵信社 外遇 徵信 徵信社 外遇 徵信 徵信社 外遇 徵信 徵信社 清潔公司浴室 漏水 舊屋翻新 裝潢 防水工程 壁癌 健康飲食 台北素食餐廳 吃素 團購美食 水餃 素食素食食譜

Anonymous said...

素食餐廳 交友 婚友 婚友社 婚友聯誼 愛情公寓 相親 相親銀行 聯誼 命理網 姓名學Hook and Loop 婚禮佈置 情人花束 新竹花店婚友聯誼社 愛情會場佈置 氣球佈置二手車健檢 醫學美容 淨膚雷射 汽車美容 法拍屋 水餃 清潔公司 塑膠袋批發 塑膠袋工廠 實驗動物 到府坐月子 坐月子 坐月子中心 坐月子餐 孕婦 月子餐 到府坐月子 中古車 今日金價 坐月子中心 坐月子中心台中 坐月子中心台北 台北人力銀行

Anonymous said...

金價查詢 月子餐 月子中心 坐月子餐 月子餐外送 月子餐食譜 統一發票9 10月 金價 統一發票9 10月 找工作 統一發票7 8月 求職 1111求職人力銀行 104求職人力銀行 104人力銀行 統一發票5 6月 104人力銀行 104求職人力銀行 塑膠袋 統一發票1 2月 金價 黃金價格 金價查詢 黃金買賣 環保袋 肉毒桿菌 黃金 統一發票3 4月 坐月子 sum中古車 1111人力銀行 104求職人力銀行 1111人力銀行求職 黃金價格查詢 中古車買賣 塑膠袋 統一發票9 10月 塑膠袋批發 中古車 中古車買賣消防公司 地板施工 網路廣告 網路行銷