It’s time to pursue a meaningful relationship…
It was another red carpet night in tinsel town this past Sunday; the 2012 Grammy Awards at The Staples Center in LA were watched by music fans worldwide. Personally, although I did not watch the entire show, I could not help but think about how the glamour, gizmos and digitally created music of today did not even come close to the magic that Sir Paul McCartney stirred up. Sitting on a stool with a single microphone in front of him, a white suit minus any bling, a string and piano orchestra, and Eagles star, Joe Walsh to accompany him on the guitar—that was it—an incredible performance by a master song writer, musician, composer and singer. And if you think I’m just plain, old fashioned, I’ll bet you dollars to donuts that “My Valentine”, the song that McCartney wrote and sang at the Grammy’s will be the most popular ringtone today—so yeah…Happy Valentine’s Day everyone!
I wish there was some of the McCartney chutzpah going around in the world of marketing. Why do seasoned, experienced marketing veterans feel so intimidated to speak out and question the crazy social media plays disguised as good marketing? The medium has changed from the traditional ones we were used to, but at the end of the day, the results still matter. You can use a one-man band or a computer-generated symphony, but if it’s not music to the ears of your listeners, what good is it? Every company using social media needs to work towards a meaningful relationship with its audience, i.e. prospects and customers. Engagement will nurture love.
So…I have a few pet peeves about this whole social media love affair. See the list alongside.
Yes, I know, this sounds like one of my rants and I’ll admit it is. But I question why ROI from social media is not as front and center a discussion as it should be. What are marketers afraid of? That their touted creative social media campaigns will come up short on tangible result measurement? After all, it is true that increased website traffic, more followers on Twitter, more Likes and fans on Facebook; all of these numbers mean nothing if they don’t bring in quality leads and drive greater conversion.
Have any pet peeves or a-ha moments with social media? Leave me a comment.