Open letter to SM marketers
Social Media Marketers,
I write out of concern that, while obviously well-intentioned, some of you may be inadvertently leading business owners into an over-reliance on inbound marketing.
I am reminded of the early, halcyon days of CRM. Same vibe. Companies were convinced that the implementation of a CRM system, primarily, would somehow improve sales effectiveness and customer relations. The emphasis was placed on automation instead of routine personal contact.
Of course, we all learned that wasn't true. The pendulum swung back: we came to realize (after significant investment and opportunity costs) that CRM is a technology platform; it is not a relationship.
Same with inbound.
Posting and tweeting is not the same as actually connecting and engaging.
If we don't physically interact with customers and prospects on a regular basis, we can't build genuine, resilient & loyal relationships -- and we cannot learn.
Social media is, in fact, a very efficient way of reaching large numbers of people. Of course, that's an understatement. It's a mighty paradigm shift. But what it accomplishes in efficiency, it truly lacks in effectiveness.
So I believe your attempt to help by convincing companies to rely primarily on posting and tweeting -- and then to sit back waiting for customers & prospects to "find" them -- is a dangerous disservice to your clients.
Posting, tweeting & blogging is an important part of the mix. Increasingly so. I enthusiastically recommend that all my clients participate. But the main emphasis must remain on "good, old fashioned," new business development strategies and tactics.
That means grinding it out. Face-to-face. No 140-character shortcuts.
To share your thoughts, email david@fieldstonehill.com.
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