Caffeinated Marketing

Gettting through all the noise, one cup at a time

Advertisers “Using” Social Media August 16, 2009

Wheres the Strategy?

Where's the Strategy?

Mashable reported the other day (while I was on vacation) about a study from the Association of National Advertisers came out with a study saying 66 percent of marketers are using social media. Socialmedia411 calls this BS, and I agree.

Saying you use social media because you have a Twitter account is like saying you market to baby boomers because you have pencils with your logo on them at the local all you can eat buffet.

My definition of “using social media” is that you either have a full time, professional, with more than two years experience (which is a lifetime in social media marketing) that is implementing a strategy…yes, a strategy.  Not just tactics.

You have goals, objectives, measurement tools and accountability.  You have the understanding that social media is NOT a tactic, but rather a culture that your organization has internalized, adapted and leads their industry as thought leaders.

Thanks for listening to my soapbox rant of the day.  Lesson? Have a strategy & take it seriously, this is NOT a fad.

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