{"id":117578,"date":"2011-06-02T00:18:00","date_gmt":"2011-06-02T05:18:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/5-reasons-why-social-media-is-not-a-waste-of-marketing-dollars\/"},"modified":"2024-12-23T00:36:23","modified_gmt":"2024-12-23T05:36:23","slug":"5-reasons-why-social-media-is-not-a-waste-of-marketing-dollars","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/paid-media\/5-reasons-why-social-media-is-not-a-waste-of-marketing-dollars\/","title":{"rendered":"5 Reasons Social Media is Not a Waste of Marketing Dollars"},"content":{"rendered":"

Global Brand Strategist, Jonathon Baskin, contributed an excellent article<\/a> to iMediaConnection recently titled \u201c5 Reasons Social Media is a Waste of Marketing Dollars\u201d. Mr. Baskin specifically identifies recent blunders by Old Spice, Ford, Pepsi and Burger to frame his argument. What these examples prove is that national brands are eschewing traditional media<\/a> to fund social media<\/a> initiatives. Social media can help to drive incremental sales and provide leverageable consumer and product-centric insights. Results are disastrous when outdated strategic models are applied to this social sphere. Here are 5 points presented in Baskin\u2019s article:<\/p>\n

Reconsider that brands exist<\/h4>\n

Brands are ideas and \u201c\u2026have no voice, reputation, attributes, or actions that aren’t the result of somebody doing something (or something happening to them).\u201d<\/em> Consumers don\u2019t actually speak to brands, they speak about them. Consumers have the ability for much more valuable conversations. Brands are things. People consume them, attribute reputations to them and create personal expectations. These deeply personal relationships are key to the success of the brand. Social media provides additional channels of engagement.<\/p>\n

Reconsider that conversation is good<\/h4>\n

The overall quality of this dialogue has declined significantly.\u00a0 To have focused brand-to-consumer exchanges much more time and cost must be dedicated. \u00a0 Much of the conversation happening online is useless conjecture of very little value. The best research is the kind\u00a0that comes from direct conversations with your consumers. Social media is not the only place where this conversation can take place. It can provide value in terms of leverageable research and indirect influence. Too many brands say too many things that are not conversation-worthy.<\/p>\n

Reconsider the value of \u201cfriends\u201d<\/h4>\n

It is wrong to claim that \u201cfriendship\u201d equals an ongoing connection between brand and consumer (especially when they are provided a carrot to become Friend). \u00a0 We need to start valuing how the consumer is engaged\u00a0rather than\u00a0the number of followers a brand boasts.<\/p>\n

Reconsider that complaints yield service<\/h4>\n
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