I’m at Social Media Marketing 2010 today – a conference on ‘Harnessing the Viral Power of Social Networks’ and a really interesting one at that. I’m perhaps a little jaded after going to a few SM conferences, so I’m happy to have been proven overly cynical and pleasantly surprised with some genuinely helpful points being brought to the table.
I’m far too lazy to even consider live blogging but thought I’d write a couple of lines on this as it piqued some interest on twitter.
Whilst watching Stefan Hull from Properllernet deliver a talk on SEO-PR and combining search & social to engage and empower consumers – I retweeted a comment he made, as below:
Nichola responded to this with some pretty valid points concerning platforms vs temporal quality – but it also reinforced my view of why Stefan’s throwaway joke has some validity.
My reasoning behind retweeting Stefan’s comment is based on being heartily sick of so many people lauding social media as a new and different way of communicating or marketing with people.
1) Social media has been around forever – it just wasn’t given a title to latch on to. A point also made by Mark from Futher Search.
2) The idea behind dropping the ‘new’ labour or the ’social’ media everytime it’s mentioned – ok I admit, it’s maybe not a perfect analogy. What I do stand by is that making a point of labelling the example you are talking about as ’social’ media attaches a stigma to it. It is viewed differently, it is treated differently and it is put up on a slightly alienated pedestal.
3) So yes New Labour was Labour with a few alternatives/tweaks but it was Labour (insert Tony Blair/Gordon Brown joke here). Social media is in effect ‘media’ – it’s everywhere. What media doesn’t have a social element to it anymore? How long have we been able to comment on blogs? Ok it may not be as advanced as having a Like button on every page you visit, but what is it if it’s not social?
Contrary to popular opinion, social media is NOT Facebook, Twitter and Youtube. They are part of social media but so are blog comments, forums and intranets.
Social media is in some way integrated into all forms of traditional media. Those who view it and treat it as a separate entity, to be treated with a separate strategy are unlikely to make the most of the ‘buzz’, ‘engagement’ or ‘viral’ impact.
I think ridiculous figures like ’social media gurus’ have in part grown out of this legacy that ’social media’ is a new and alien arena that companies struggle to tap into.
Ok so I am typing this at double speed, and it’s an off the cuff response but sitting at a SMM conference reminds me that a lot of this has been around in some shape or form for much longer than the term social media has. If people stopped focussing on the terminology and took notice of all the social elements that are available within their marketing strategies anyway, that might have a greater impact than quickly putting together a Facebook page and a twitter feed because we need to get into social media.
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