Don’t let yourself become extinct
[Note: If you are already engaged in social media, consider passing this post along to a marketer who isn’t. Thanks!]
Recently, I have been having off-line conversations with marketing and PR folks about social media, books and blogs I’ve been reading, things I’ve been learning about tools and applications, etc. And the response I get is always the same. “It’s cool, but I don’t have time for that stuff” (corporate folks) or “Our digital/design department handles that stuff” (agency folks).
Based on who I am talking with and in what context, I try to fairly assess their reaction as one of three things:
- I have so much work to do that I can barely keep my head above water on a day-to-day basis. I can’t possibly add one more thing or I will drown;
- I know about social media, we aren’t doing it, and I don’t have time for things like Twitter, blogging, etc.; or
- I just can’t be bothered.
After attending a recent PRSA/National Capital Chapter meeting, where he spoke on Blogger Relations, Geoff Livingston posted about this same topic.
I get it, I really do. We are all busy, we all work too many hours, we have too many projects on our plates, it’s not our job, and we finished college and learning years ago.
That said I lost hours and hours of sleep, put off cleaning my house, and spent hours reading just trying to wrap my head around social media from a marketing perspective [and I’m not done yet!]. Trust me; I don’t think I am better than those who don’t have time for “this stuff” and I am far from being an expert. But what I am…is afraid of becoming extinct.
Why? Think about this…
“The Internet is about individuals—with unique and diverse hopes, needs, desires, and cultural backgrounds―more so than it is about mass marketing or markets. The Internet is not one big market of 100 million people—it’s 100 million markets, each made up of one individual.”
[Don Schultz, Communicating Globally: An Integrate Marketing Approach, 2000]
Eight years later, the difference is, those 100 million people have a voice that’s being used and heard.
As a marketer:
- I want to join in on those conversations—especially if they are about the industry I work in;
- I’d like to listen to what my prospects, customers, and competition are saying;
- I don’t want my competition engaging in conversations I’m not;
- I’d like to tap into these conversations as a source of primary research; and
- I want to be well-prepared.
So marketers, do yourself a favor…don’t become extinct.
Stick a toe in the social media pool and get a feel for it—you might be surprised by what you learn and the new acquaintances you make―in no time at all.
[Image: Kid Stuff and Beyond]
Even More Goodness! Related Posts:
8 Responses to “Don’t let yourself become extinct”
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Great post! I feel the same way. I have invested too much in myself and my own career to stop learning now. Learning more about social media is a great and humbling opportunity to learn new things, meet new people, and stretch myself. I have really enjoyed what I’ve learned so far and am looking forward to being part of the movement, not being on the sidelines.
@Cara, you hit the nail on the head! And I love what you said about being part of the movement and not on the sidelines. Being involved in social media doesn’t mean that you have to have a blog…but it does mean you have to engage with people–whether they are other markets or prospects/customers/competitors. And, I find that it can be fun and inspiring to network with new folks and build relationships.
The only constant in life is change. We should move with it.
@geoffliving, thanks for stopping by. I think change might elicit fear of the unknown. I’d like to hear from marketing leaders why they think marketers aren’t embracing social media and change.
Social media is still moving at warp speed. So many advantages for one in the world today, if you can use even a minimal amount of resources effectively. Good post!
@marksalinas, you are so right. We live in a world where we can be a part of a community that allows us to listen, learn, communicate–and establish relationships with people all over the world. It’s great stuff!
Not having the time for it is no excuse.
That’s called micro-managing. Hire someone to do it for you. Teach them everything you know about your business and let them be your voice.
The adage… If you aren’t in, you can’t win applies now more than ever.
Terrence Paquet
@terrencepaquet, I appreciate you taking time away from your book and blog to stop by!
The question is why do marketers not want to expand on their experience, education? It’s easy to hire an agency or consultant. But, having them write your blog is going to be, well, *them* writing your blog. It’s their voice, not [insert company name here]‘s voice. And most likely, it’ll be advertising…not social media. But how would you even know that if you aren’t education/experienced in what social media is and how it works? Blind faith in an agency or consultant just doesn’t work for me.