If you are running a business, do you want good social media results or good business results? Social media results are things like “likes,” “followers,” “reach,” “engagement,” and “impressions.” If you are a marketing professional, you are expected to demonstrate increased awareness, consideration, conversion, loyalty, and advocacy. So this might give you a bit of a hint of the difference between social media and social marketing, but let’s drill into a bit more.
Social media are a number of platforms that allow people to post, share, and comment on communications. Communications that are conversations, stories, or other content. The content/conversations can consist of articles, photos, and videos. Social media examples are Facebook, Twitter, Google+, Pinterest, Instagram, Vine, SnapChat, and a host of literally hundreds if not thousand more. Social media has attracted just about all companies because it is the digital access to a great number of people. A digital and mobile culture has evolved and is now ubiquitous so brands want to be involved and influential where the numbers exist.
Social marketing has two parts … social and marketing. Lets start with the later. Marketing is the act of creating awareness and consideration to yield sales. Marketing activities should not stop with sales. They should include post sales activities capturing loyalty to create brand preference, and advocacy sparking word of mouth marketing by objective sources. The social part is that you look for your brand message, story, positive experiences, and value to spread throughout your target market. Social marketing looks for increased awareness and advocacy by influencing the general public to proliferate the brand marketing on behalf of the representing company. Digital makes the brand content spread faster and wider.
So now comes the important question. Should a company/brand look for individuals that understand social media to drive business results? Can someone who understands social media take the job at hand far enough? Or rather should experienced marketers that have stayed atop of user behavior, digital technologies, and social platforms be the one to lead? Granted, not all experienced marketers have kept up with the times. But brands/companies can no longer put “social media experts” in a position to drive marketing and business results unless in fact they know how and have experience doing so.
For the past year and a half, I have been delivering digital marketing results as a consultant for numerous clients as I also scan the job market. While I am a freelance consultant now, I am ultimately looking for a strong match in an organization where I can drive strong growth and success. As I look at various job descriptions and placements, I continue to be amazed by false and irrational expectations. Many organizations look to place a “social media expert” with limited or no marketing or customer/client experience in social leadership positions. They do not experience delivering business KPIs (key performance indicators). And guess what types of results they yield.
If you are truly looking for someone to drive social results that align your business KPIs, do not put the responsibility in the hands of someone that is not capable of doing so. I’ll give you one extreme example … I literally saw a listing for “social media manager and executive assistant.” Hopefully you get the point.
Here is my suggestion … start with a definition of the end game. What do you look for this person to accomplish? Do you know what you want out of a social implementation? (Suggested reading – “Know What Successful Social Media Looks Like” … If I was to write that story today, it would have been titled, “Know What Successful Social Marketing Looks Like”). Can someone tell you and show you how social efforts will lead to business results? Social marketing is an integration of everything done in marketing and beyond. It must be a customer centric discipline that motivates your audience to do your marketing. It is much more than managing a Facebook page, Twitter feed, and pinning some pictures on Pinterest. Yes, those are probably some of the activities, but there are also many other strategies, plans, and integration points with other business functions that are necessary to yield business results.
So back to the beginning …Social media is NOT social marketing and it matters because you need to understand the outcomes from the different skill sets and experiences required for both. Make sure you are putting your company’s social efforts in the hands of someone that will drive business results, not social media results.
Make It Happen,