Is Social Media Bullshit?

by Jay Neely on Feb 13, 2009

8,875 views

Even after all the success stories we've heard, I continued to hear skepticism about social media from business people and business-thinking techies. I examined what's wrong with many social media evangelist's talks, and now present how to show that social media is relevant to the bottom line.

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Is Social Media Bullshit? — Webinar Transcript

Is Social Media Bullshit?

Why the “bullshit” belief? Bullshit. Bullshit. Wtf?

What we've heard... What they want to hear about...

Success stories

Extraordinary moments

Ingenious marketing tactics

The Bottom Line

It sounds like hype.

Metrics with no relevance.

A bunch of special use cases.

What do we do if we want to beat “bullshit”?

Back to basics, not benefits. (and not yet best practices) What are the problems a social media strategy solves?

Your customers have a better communications platform than you do.

Without a presence, you can only react, not respond.

Bring it back to the bottom line. 1. Metrics 2. Measure 3. Make it clear Increasing profits -or- Saving costs How does social media do this?

It's all about Branding. Increasing sales != Making sales

Conversion rates

Retention rates

Referral rates

Saving costs ~ creating value Customers will... Giving you free... Test features & give feedback QA Help other customers Support Evangelize your product Sales Create demos Customer Training Build add-ons Features

Branding Before vs Branding Now

It's not Bullshit , it's Branding , and that is/adds to the Bottom line .

I'm Jay Neely. http://socialstrategist.com

Jay Neely , Marketing guestf80713: Yep. Better branding / CRM = more sales, fewer expenses. You've got it! Thanks for commenting. 3 years ago

Are you sure you want to Yes No

Jay Neely , Marketing Thanks jboutelle! The best titles come from true stories. 3 years ago

Jonathan Boutelle , entrepreneur CTO at SlideShare Love the title! . ;-> 3 years ago

Jay Neely , Marketing Neal, I agree, social media isn't a stand-alone. People saying SM is all you need are spouting the most basic kind of BS. Sorry I didn't have time to fit that in, but for the venue / audience I was presenting too, it would have been too basic. Glad you found the rest of the presentation interesting, and thanks for commenting.

Ryan, fair issue to have, but if you look at it in context, I think you'll see I'm saying those metrics have no relevance to *business people*. They absolutely have relevance to social media practitioners; what I'm saying is that SM experts should do better at translating *our* metrics into the metrics the non-SM-savvy use. Thanks for the compliments, and the comment! 3 years ago

Jay Neely , Marketing Thanks for commenting, everyone!

dlandlin, glad you liked the points! Hopefully in a year presenters on social media will understand how to talk about SM more effectively, and future viewers of my presentation will be thinking, 'Wow, that is *so* pre-2010.' :-)

Jennifer, such studies do exist. Take a look at Jeremiah Owyang's work at Forrester. Glad you liked the presentation!

guest60e997: Pretty much. Even if not 'to the board room' directly, frame social media in such a way that the people who will be reporting *to* the board room would feel comfortable explaining their efforts.

guestb4419e: Haha, I'm not too worried about it. If an adult can't handle the word 'bullshit', we probably wouldn't get along anyways. I'd much rather my brand be about addressing issues frankly than political correctness. 3 years ago

Dan Landin , Planner at Åkestam Holst (ad agency) Wow, good stuff! Very enlightening, and your 'bullshit points' are right on...point. :) Thanks for sharing. 3 years ago

Jay Neely , Marketing Glad you think so, Joharik. :-) Thanks to you and guest7f18e for commenting! 3 years ago

Kianga Moore , Media Consultant / Business Artist/ Journalist at of The World Very informative. 3 years ago

Jay Neely , Marketing kluskiewicz, thanks! Humor always helps get a point across, right?

Tulian, it depends on the type of non-profit of course, but I think the main usage is extending the connection beyond the moment of interaction, in a way that not only reminds them of why they enjoyed the interaction in the first place, but shows their friends what a good person they are (and encourages them to be good people, too). 3 years ago

kluskiewicz Great perspective. Kudos for taking the time to present this with a little humor. 3 years ago

Is Social Media Bullshit?

by Jay Neely on Feb 13, 2009

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Is Social Media Bullshit? — Webinar Transcript