The Utility of Social Media

oprah_facebook

Facebook’s arrival as a lifestyle brand was cemented the moment Zuckerberg appeared on Oprah. Having been on Facebook for several years as an Internet marketing professional, one can’t help but notice the sudden barrage of old high school friends (stay at home moms) having suddenly found me on Facebook. A noticeable shift in the FB demographic has taken place in the last six months.

Which makes the brand now part of popular culture, properly cited by Steve Rubel as the key motivation for recent advertiser interest in Facebook. Advertisers from Palm to Sprint are plugging Facebook in TV spots, aligning themselves with the social media icon that touches 200 million everyday.

But even brands who cozy up to Facebook in TV spots don’t promote their own page in the spot. They give no compelling reason to visit them on Facebook, no call to action, in fact no instructions on how or what to do it even if the viewer wanted to connect with them on Facebook. Which infers that that the advertiser isn’t so interested in having folks visit them on Facebook. Which infers that they have yet to realize, quantify or otherwise evaluate the benefit of Facebook interactions.

Again, the social media ROI dilemma.

Social media is difficult to quantify and always will be because it’s a brand play. A positioning play. A PR play. Twitter, Facebook and media-sharing sites are places to listen (market research) make impressions, join and steer conversations, publish information, and drive brand image. Every day, social media looks more and more like broadcast media, facilitating one-to-many interactions.

Because “online marketing” including SEM, SEO, email and affiliate marketing, has grown up as a direct marketing discipline, it doesn’t know what to make of Facebook and Twitter. Neither are demonstrated lead gen or new traffic generating vehicles. Yet as emerging web-based, interactive channels, social media responsibility often falls to the “online marketer”, who ROI-driven by nature, is skeptical (ahem).

Online marketers who are responsible for the total online presence from AdWords to social media often leave the company Twitter profile to an afterthought. A wise friend said to me back in 2005 when the whole of the Internet was surging toward investments in direct, data-driven marketing, that in the total mix, “there will always be a place for brand, there will always be a place for direct and it’s a mistake to divest entirely in brand marketing online.”

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