Social Media: A tool, not THE tool

It's been truly amazing to see how social media marketing has risen in prominence over the past few years. First, MySpace started a trend and then FaceBook opened up to public users instead of being restricted to .edu email addresses. That's when the floodgates opened.

Savvy marketing folks, and especially those self-proclaimed SM gurus who got ahead of the curve, began to explore the rules and push the envelope of the new channel. Once it was enough to have a good website, but now the website is probably the third thing the potential customer will see with your name on it, the first being your tweets and the second being your FaceBook page.

I don't think this situation is inherently good or bad -it's just a result of the continuing development of the now almost universal (except in China) online experience. But I already see abuses, if we can call them that, by the so-called gurus who lure internet advertising novices into their chatty lair with horror stories of how company x went out of business because they didn't tweet.

For example, I have personally seen one of these self-ordained SM priests visit the following atrocity on their clients. They think it's all about traffic, so naturally they have learned some tricks to increasing it. They set up multiple websites with blogs, and then set up multiple Twitter accounts. Finally, they set up a network of other SM 'experts' and they begin to engage in a giant twitter party.

First, the 'guru' will write a blog about something useless, full of irrelevant links to unrelated sites, some of which belong to the guru. Then the guru will tweet about the blog using twitter account 1. Then the same guru will retweet using twitter account 2. Then guru will get back on account 1 and thank account 2 for the retweet, after which account 2 replies, don't mention it, etc. This can go on for ten cycles or more, and eventually branches out to other 'gurus' who have clandestine agreements with guru1 for mutual assured retweeting.

I gotta tell you, when I see this sort of thing going on, I know one thing for sure: the object of the original blog post, presumably a customer paying for the SM exposure using guru1, has nothing to say, and nothing to sell me. If this is the best they can do with advertising, then I will never purchase their products.

I know this seems a bit harsh, but it's still about return-on-investment, and many companies' marketing directors are now emerging from their traditional PR caves and asking what all the money they are paying to the SM zen masters is getting them.

Two links if you want to do it right. First, read this blog post from a guy in the business, who gets it. Then, check out the website of this online marketing company, RYP Marketing.

The 'RYP' in the name stands for "Raise Your Profits". That's what I'm talkin' about!