Social media is crap – AdAge says so
Awesome article on AdAge this week on the limits of social media. It’s by a guy called Jonathan Salem Baskin, and he warns brands against blindly piling cash into social media and out of channels which, though unfashionable, have at least delivered results in the past. He also takes a swipe at the social media ‘gurus’ forever lashing out at the luddite marketers who just ‘don’t get it’. Here’s a choice excerpt:
I know all too many CMOs who find criticizing the social-media lobby something like debating the dialectic with avowed Marxists – you’re never right when the very premise of your existence is wrong, and it gets old being told that your visceral concerns are a result of your failure to perceive class struggle or to tweet enough. Nobody with responsibility for a bottom line has ever felt comfortable with social media as a replacement for traditional advertising. Arguing that consumers “buy more” if you “sell less” just smacks of another five-year economic plan for the glorious motherland.
While he’s obviously hamming it up a bit for effect (as I have done with the headline), he makes a very good point – and one that goes for media owners as well as brands.
A case in point – my own dabblings in Twitter last year for Media. When we set up a Twitter account we were just experimenting with the medium, watching what other media owners were doing and seeing what worked for us. Coming from a publishing background, where what you want is people reading the words you’ve sweated blood over, we began by pushing out our headlines with links to the stories.
At the time, I remember being told by the experts that this was the wrong way to go about it. That we wouldn’t be respected if all we did was pump out links. That we were no better than an RSS feed. One of our competitors even tweeted that we had completely misunderstood the site. But what did we actually want to do with Twitter? While it’s great to make a few people feel warm and fuzzy and engaged, we didn’t have the staff to devote to doing this consistently. They were too busy doing proper journalism. The stuff they’re paid for. What we wanted was for people to read our copy, driving clicks that allowed us to sell ads.
A year on? When I left Media the Twitter feed was one of the website‘s biggest drivers of referral traffic. We abandoned automated headline/link tweets early on to be a bit more ‘bloggy’, but the purpose of the feed is still to generate clicks through to the content. Funnily enough, most serious publishers do exactly the same. And it seems to work with what a lot of people in our business use Twitter for – finding and sharing interesting information.
And the competitor? Funnily enough they’re pumping out links to their own content now.
So kudos to Mr Baskin for having the cojones to suggest the Emperor may not be as fully clothed as we’re told.
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