The truth about social media – don’t forget social networking

Social media hype is continuing to gain momentum and companies are certainly making a push to incorporate blogging, tweeting, facebooking, and everything else “friend” based into their respective digital marketing strategies.  But why (and seriously, take the time to think about that question)? Are social media marketing tasks predominantly being carried out with goals? Or is it just a follow the crowd mentality?

Personally, I’ve never known corporate entities to be free thinking enough or willfully adaptable to the extent necessary to fully utilize progressive marketing tactics to drive sales, generate leads, or enhance brand exposure through digital mediums.  The radical shift from traditional marketing channels to online marketing initiatives is a drastic change…and puts many marketing professionals in a tough spot…especially if they’re in the digital immigrant boat.

For some reason…social media seems to be the seductive answer corporate society is craving.

I’m a firm believer that marketing initiatives need to be based on creativity, market research, and quality production.  Some of the most creative viral projects i’ve monitored took flight based on their inherent ingenuity…not the strength of their epic twitter following or the extent of their 3000 strong facebook network.

If the strength is in the network, then shouldn’t real life networks be even more important than digital social networks?  Especially during recession? Shouldn’t digital social networks support the practical development or cultivation of relationships which facilitate business or allow for the exchange of resources?

In the video above, Seth Godin makes reference to the “scoreboard” phenomenon which has evolved as a result of the dramatic adoption of Twitter and Facebook.  In the most practical sense…he’s absolutely on the money.  Quantities of “friends” allows for the somewhat delusional realization that, by some means, an individual with a thriving Twitter account or 1300 facebook friends is actually important.  I’ve got 500 Twitter followers, i’m still not a fan of microblogging, and i’ve yet to meet a corporate marketing officer who can explain how they leveraged Twitter to drive their company into a new profitable era as a result of diving head first into a multi-faceted social media marketing strategy.

Maybe i’m alone in this, but i’d rather build three relationships during a chamber of commerce event than build 1000 followers on Twitter. I still don’t feel that social media has evolved to the point where it can be specifically leveraged to drive business and support the new business needs of a start-up company in the professional services realm (product sales are a whole other story).

At the end of the day, a I personally believe a brand’s success in the digital world comes down to establishing a connection with customers. Make your web presence a place for your clients/customers to take part in an experience centered around your remarkable brand. Offer something different, compelling, addictive, and valuable. Brand yourself for the market you want to be a part of… and be part of that market.