Social Media Isn't a Miracle Cure

agardina — Thu, 11 Feb 2010 21:25:53 +0000

I read a recent post by Alan Wolk, and his conclusion really stood out to me:

"I’ll leave you with this quote from a smart young guy named Matt Daniels 'Marketing has a bell curve–most companies create average marketing and achieve average results.' Why did we think social media was going to be any different?"

Why did we think that social media would be a cure all - a marketing or public relations tool that would make every company that touched it somehow more extraordinary? That it would be a Midas Touch that fixes bad brands, policies and products?

Right now, it might be. Companies are adopting social media slowly, so industry leaders might not be the first to use a tool. Snakeoil salesmen and defenders of inadequate brands can build an online reputation before their competitors even have a chance to sign up for a YouTube account. In the past, social media has given notoriety to the content leaders, not the quality leaders.

And I think that's going to change. Consumers are becoming more knowledgable about the power of social media and the transparency it provides. Companies are finally starting to "get it" and get online, albeit slowly but surely. Users are looking for good content, and it takes a strong brand, product and service to provide that.

Let's face it, there have been good marketing campaigns by bad companies. But they don't stick nearly as well as campaigns for companies that provide something that customers want, need and keep coming back for. Just like all the Super Bowl ads in the world couldn't have saved Cash 4 Gold, all the Twitter followers online won't help your company if you can't meet expectations.

Social media won't be the thing that cures you, but transparency could be the thing that kills you.

Is your company strong enough to make the cut?

alyssagardina.com - transparency

Social Media Isn't a Miracle Cure