Comments on: The Lesser Of Two Social Media Consulting Evils

By: Isabella Berner

Isabella Berner — Sat, 28 Jan 2012 14:58:42 +0000

Great blog article.Much thanks again. Great.

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By: Simon

Simon — Sat, 07 Jun 2008 13:35:08 +0000

I have experience as the founder of one of Australia’s biggest agencies http://www.hothouse.com.au and currently as a start-up publisher at http://www.ourpatch.com.au

Traditional agencies – no matter what the PR says, want to keep making TV commercials. They approach the web like they approach any other medium. They want to spend the clients money in as simple manner as possible. That’s why they talk about web 2 and social marketing but when it comes to doing they run a few banner ads on Facebook and My Space and tell the client the social marketing strategy is under control. If they are really lucky they get to seed the TVC on YouTube. Social marketing – job done!

The real issues of leveraging social marketing are way more complicated. The tools are also not for everyone as you point out, however many companies who could benefit don’t because they hire a traditional agency with an interactive department (aka banner and microsite builders). I agree that the average web 2.0 agency is a little naive. Tagging a blog onto the website and building a Facebook group is not a solution for most marketing problems.

By: Marc Meyer

Marc Meyer — Thu, 29 May 2008 15:24:35 +0000

I disagree with the notion that Marc Ashton makes that there could be those that have plugged themselves in as Web 2.0 preachers without having been practioners. Yes there are plenty out there who fall into that category and those are the marketers out there who preach “Do as I say” not as I never did… and people bite on it every time.

But used correctly, Social Nets can and do revolutionize things and do bring loads of business. If they didn’t, we wouldn’t be having this conversation.

By: Jesmi

Jesmi — Thu, 29 May 2008 07:11:06 +0000

Mmany agencies sell Facebook, MySpace, Social Networks, and other “Social Media” projects without having expertise in house, or even having a clear idea of how to charge or what to measure. Way too many companies think hiring social media experts means hiring 22 year olds with Facebook accounts.

By: vaspers aka steven e. streight

vaspers aka steven e. streight — Wed, 21 May 2008 21:09:09 +0000

@Deon – Yes, you are so correct. I highly recommend THE NEW RULES book, and I also received a reply, a blog comment, from David Meerman Scott the same day that I posted a brief review of his book.

Either you want to make a quick buck, and jeopardize future sales and customer loyalty…or you want to actually meet known needs of people and form mutually beneficial conversations with them, causing satisfied customers to become voluntary evangelists of your products and firm.

One-way broadcast propaganda is dying fast. Customers consider peer recommendations and uncompensated opinions far more credible than corporate PR and advertising.

You don’t invade a socnet and try to push product.

You join a social networking site, and engage in dialogue with the members. You provide insights, tips, helpful information, education, inspiration, in an authoritative and entertaining manner. You contribute expertise, in a regular guy fashion, while delivering expertise and perhaps some historical anecdotes.

This is the new way to market products, by being the “go to guy” in your field.

It doesn’t have to cost much, nor does it require a lot of time. But you need experienced social media veterans to guide you and keep you on track with changing trends and netiquette.

Twittering links, occasionally, to your corporate blog or ecommerce site, for a good reason, in a contextual manner, not only drives traffic to the sites, but generates great SERP power.