The term social media is like a millstone around the neck of modern digital marketing. Digital professionals and geeks who are sm savvy pour scorn on it. Other sm professionals go out of their way to explain how little it has to do with the obvious online channels of Twitter, Facebook and the rest.
And while all of this sniping and positioning goes on, the brands and businesses who really could benefit from a little advice here, don’t have a clue what you’re talking about. Mention social media to 90% of people and they’ll either stare at you blankly or ask “so, you post stuff on Facebook then?”
It’s such a hard sell, and we don’t make it any easier for ourselves by constantly talking about it. I try hard not to, outside of my blog. Imagine you only spoke about cardboard boxes all day? Obviously some people would be into it but it’s really not that inclusive.
So I’d like to propose 2 things:
1/ Can we stop referring to social media please? I’m going to call what I do “helping businesses make the most of positive brand associations and customer produced content and twitter and Facebook and sites like that…” or “Just online marketing really, only with a focus on the conversations that people are having on social networks and stuff…” If all of my contemporaries do the same then we can make this whole thing a bit more transparent.
2/ Can we also stop talking about it? Let’s talk about what was on TV last night or what streets are going to be closed when the pope comes to town. That way we can communicate like real humans and not talking textbooks.
Now. Obviously these are rules, and as this is social media “helping businesses make the most of positive brand associations and customer produced content and twitter and Facebook and sites like that…” then they exists simply to be broken. And, yes, I know that by the very act of publishing this I am still talking about it. But small steps…