My apologies beforehand, as I seem to stick with social marketing at the moment. But then again, it’s hot, it’s happening and you can’t avoid it. And as pointed out by Marketing Facts in their article “Consumenten zijn social media moe” (sorry, it’s in Dutch, but it is based on Gartner’s research “Gartner Survey Highlights Consumer Fatigue with Social Media“) it may be a little bit too much for the consumer at the same time as well. And as concluded in that same article, it’s time that social media grows up.
I wasn’t thinking about social media and growing up, but in the past days (actually since I placed my last blog) I did ponder about all those nice facts (like here and here) and stats that we know about social media (see my previous blog). And that they create power. But is that really true? I mean, what power do you actually create as a marketeer or as a company using social media as part of the marketing mix to market their product? You only create buzz, fuzz and a lot of attention if done in an attractive way, but you actually still don’t know your audience and you lack targeting in a way. And how do you keep your audience with you for the long term? After all, at the moment the ‘power’ is more for the short term, isn’t it?
And that’s the main thing I miss in all those discussions I have seen so far: lack of intelligence! Not of the articles by the way! In the past decade we (the industry, the marketeers) invested so much in getting to know our customers with CRM, database analyses, etc. and now that we have these nice new tools, we tend to drift away from it. Sure, there are a few monitoring tools, like Google Alert and TweetDeck, but these are fairly limited in their use. Not only in their reach of media they can monitor, but more important the traceability of the users. Business Insider has a very nice article on this, stating that despite the use of social media the competitive advantage is still hard to achieve.
Indeed, like all other communication channels, social media will be a lot more powerful if it can be targeted with the right information, at the right moment to the right audience. In other words, integration with excisting CRM systems, for example, would be a first step to establish a far more powerful use of social media. Especially if profiles or accounts can be linked to existing data. The second step would be to create engagement with the information you have from your audience, the old fashioned word of mouth is not enough. This (Dutch) article on MarketingFacts explains this in a clear and straightforward manner.
My first step now is to find out what tools or programs are available in the market to achieve the integration. I’ll be back with more soon!