There have been many conversations around where social media should “live” (marketing or PR or somewhere else) and which silo (marketing or public relations) is gaining a better foothold in managing (internally) or growing (agencies and consultants) social media business.
But in observing daily how both marketing and PR professionals are engaging in social media, I still see a lot of pushing versus engagement and understanding (or maybe even empathy). Even from those who say they “get” social media.
Sure, marketing and PR pros get is social media tools. What many don’t get is people relations. And it is very apparent in their approach to social media by the way they hold onto marketing and PR theories and terminology and victories from the past (i.e. awards for traditional campaigns) like a comfortable pair of old jeans or a badge of honor. The problem is the world has changed; the marketplace has changed; and customers have changed.
And yet with all of this change, marketing and PR practitioners still approach customers socially as if we are going into battle with them (thanks to Brains on Fire for making that clear in their new book). Think about these words for a moment:
- Market share
- Driving leads
They are all rooted in conflict between company and customer.
Who wants to be a pawn in a campaign? Who wants to be a target? Who wants to have a message pushed at them? Who wants to be at the end of some market share game?
I’d guess no one. But, heck, I could be wrong.
Maybe your customers are sitting idly waiting for you to message them via Facebook to share a messaging campaign and to then share that message with their friends (with the sentiment you find acceptable, of course). Or maybe they are sitting there watching YouTube waiting for some hot guy to tell them they need to buy deodorant brand they’ve never purchased before for the stinky guy in their life.
Nah, I doubt it.