Comments on: Social media marketing is not cheaper

By: Paul

Paul — Sun, 28 Dec 2008 18:45:56 +0000

Great post. I have been trying to explain to my old school that I am offering SEO advice to why they shouldn't go for social media marketing (because they can't afford it). Hopefully seeing the same info coming from someone else will give a better understanding that SMO is something you really need to undertake on an ongoing or long-term basis.

By: Andrew MacNeill

Andrew MacNeill — Mon, 22 Dec 2008 08:57:02 +0000

But is it easier to get started? If a business has lots of internal discussion but no external discussion, isn't that half the battle?

I agree 100% that SMM isn't "free" - but there's real value in letting some of those internal discussions out into the open. They may create that initial snowball effect required to make SMM part of the actual business plan.

While many hear may jump up and down and talk about SMM is a required part of business, there are many industries or executives that are slow to recognize it. It's very easy to say "and that's why they'll fail" but the reality is they don't have to and it doesn't have to take a huge business shift to support it.

This post is great for talking about the value of a simple link - the real challenge is getting those unconvinced industries to recognize it.

By: Robert_Worstell

Robert_Worstell — Sun, 21 Dec 2008 20:34:17 +0000

Of course, if you aren't having to pay for expensive ads in print, or PPC, then social media suddenly become remarkably cheaper. Paying someone at work to monitor twitter feeds suddenly becomes much cheaper CRM. Having someone moderate your company blog posts is still cheaper.

Sure, adding on Social Media promotion on top of your already budgeted advertising is expensive. But it's also more expensive to keep the ads and let your trained and grooved in employees go…

We are in the middle of a paradigm shift, as traditional marketing values return (honesty, trust, value). Broadcast marketing is all but dead. The cost per lead is continuing to rise for conventional advertising, but is able to be leveraged through social media, since old posts and articles are around on the Internet search results for years (for free), while ads disappear with the last payment. So I'd say it's still more expensive to keep doing things the “old” way rather than shifting to “new” social media – even though it means talking directly to your customers.

By: Whit

Whit — Tue, 16 Dec 2008 16:15:32 +0000

In an interview I did recently, the expert said “Sometimes, quality of life is important, beyond simple ROI” and I think we have to keep this in mind with social media as well- there are metrics, but building networks and communities is a long term strategy, like building realtionships on the golf course- not always about closing the sale, but more about getting to know each other and developing business.

By: Brent

Brent — Tue, 16 Dec 2008 15:08:27 +0000

I totally agree, our agency is getting more and more requests for Social Media Campaigns. Time and time again I hear the same comments from clients, “our budget has been cut so we want to move into social media because it's cheaper” or the comment that really scares me is “we have limited budget and need to make a big splash, come up with something viral on Facebook that will get a ton of sales, you know like (Insert name of famous viral campaign here) did”

Social media can be extremely effective, but it's not cheap, it's a huge time commitment, and their is no guarantee. At least one a week I have to explain to someone that just because you post a video on YouTube it doesn't mean you will get a million views in a day if ever.

I'm finding that a big part of social media campaigns is managing client expectations, and getting clients to commit the resources necessary for a successful campaign.

By: Michelle Sullivan

Michelle Sullivan — Tue, 16 Dec 2008 11:50:24 +0000

Bang on – it's time that, as an industry (marketing, PR) we stop underselling social media as the poor man's broadcasting tool and start giving it the respect it deserves. It's the best way to be sure clients understand the level of engagement that is required to build dialogue and trust. Social media is one tool — a really interesting tool, granted — but only one tool in the communications strategy toolbox. It doesn't replace traditional PR or marketing, but it does a great job of supplementing it, when the conditions are right.

I would nuance what you've said here, however: “Blogging is pure SEO food.” Beyond merely being a great way to move up the Google ranks, blogging is a relationship and community builder that, when done right, lets you pull the curtain back and get a better look at the Great Oz (or at the very least, your neighbour's knitting circle). I'd argue blogging helps build bridges and improve understanding, but then I might also start arguing that it is the solution for World Peace and, frankly, it's too early in the morning for me to start defending that point of view.

Cheers
Michelle

By: Guillaume

Guillaume — Tue, 16 Dec 2008 11:38:08 +0000

I completely agree with you, social media is not cheaper just because it is time consuming and you have to hire people to do it. 2009 will be interesting because everything (how users interact, how marketers use it, etc) will become a bit more mature and so I hope we will overcome the hype moment.

By: Sarah

Sarah — Tue, 16 Dec 2008 11:37:46 +0000

A social media marketing resource that every small business and freelancer should know about is Brownbook.net, http://www.brownbook.net/ an online business directory built based on a wiki so that anyone can add, edit and review businesses for free. Brownbook offers businesses a selection of no cost and low cost tools to customize their listings including; adding videos, photos, widgets, drag and drop functionality, highlighting, bolding, and more for $22 per year.
http://blog.brownbook.net/2008/11/27/how-to-cus...