Comments on: He Said, She Said – Confusion on Social Media vs Social Marketing

By: Todd Havens

Todd Havens — Mon, 24 Aug 2009 18:20:50 +0000

Thanks for making the distinction as I’m still amazed at the blank looks I get when I ask this:

“What are your company’s goals?

You think it’s an easy question to answer, but for many, it’s not.

Do you just want to sell more (old school, economics-book example) widgets? Do you want to provide value to the community? Do both, in an ideal world?

By: Paul McConaughy

Paul McConaughy — Mon, 24 Aug 2009 17:50:12 +0000

The “social” in social media reflects to media that promote people’s interaction with each other.

The “social” in social marketing reflects the fact that the marketing goal being pursued has a benefit for society.

Social media is about tools. Social marketing is about a process.

If I am marketing a product I may choose to use the social media tool. Some people then call that social media marketing. It is not, however, social marketing unless the purpose for the marketing is the benefit society.

I might have a social marketing campaign to increase the number of people voting and I could use social media in that campaign.

However, the fact that I use social media in a marketing campaign for GM does not make it a social marketing campaign. It is not about a benefit to society. It is about a benefit to stockholders. (A little blurred right now.)

When you think of social marketing, think of wearing seat belts, using car seats, putting babies to sleep on their backs…etc.

When you think of social media think of Twitter, Facebook, Friendfeed, etc.

You’re getting the difference… I can see it.

By: Scott Moroney

Scott Moroney — Mon, 24 Aug 2009 17:30:52 +0000

Social media can be thought of as the framework of a home. You need it to hang components and to act as a conduit for other items. Social marketing is the style or the method you bring to the design of the house. Good social marketer, and marketers of all types, know what is in their toolbox, what their constraints are and how they can meet their objectives.

By: Liz

Liz — Mon, 24 Aug 2009 17:30:49 +0000

Great post. I *hate* the term “social media expert.” Although I have a few social marketing success stories to my name, and can be counted on to discuss the strategy behind those campaigns with clients, I would cringe to self-identify as an expert. It seems as stupid as calling oneself a “driving expert” on the basis of having had a license for a while and successfully avoiding accidents… so you’re a demonstrated good driver – that doesn’t make you an “expert”!

The problem is that the range of understanding of social media is still so wide and so unevenly distributed, with thousands of people on the “what is this and how does it work?” end of the spectrum, and only a handful on the “I’ve written books and spoken at conferences about this” end. It makes everyone who is familiar with basic principles of SM seem (to themselves and those lower than them in expertise) like some sort of guru.

I predict that as the group of professionals who are wholly unaware of/uncomfortable with social media shrinks, self-proclaimed experts will start to look sillier and sillier. Thankfully, it seems like this is already starting to happen!

By: Sara Scarborough Graham

Sara Scarborough Graham — Mon, 24 Aug 2009 17:30:41 +0000

Hi Christine,

Great post! I agree with you wholeheartedly that having an active Twitter account is not a vaild reason to dub oneself a “social media expert,” whether you’re a client, or an agency. If everyone is an expert, then no one is…and you’re left culling through a lot of nonsense in order to find the really qualified people. I also agree with your point that some companies are jumping on the social media bandwagon, strictly because their competition is, with no real goals in mind. Not a smart move – social media isn’t for everyone, and more people (especially marketers!) should know that’s OK.

Thanks for writing such a thought-provoking piece.

Sara
@sarasgraham

By: Nick Lawhead

Nick Lawhead — Mon, 24 Aug 2009 17:11:38 +0000

Thanks for the perspective Christine. I think one of the most important points you make is about clarifying the definition of social marketing with clients (vs convincing them it is important). The ‘how’ and the ‘why’ of social media is far more important than the ‘what’ and the ‘where’. Like any other communication outreach tactic, social media needs to have sound strategy and outstanding execution.

@nlawhead