Is Social Media Bullshit?

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26 comments

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+ Jay Neely 9 months ago
guestf80713: Yep. Better branding / CRM = more sales, fewer expenses. You’ve got it! Thanks for commenting.
+ guestf80713 9 months ago
Branding....Branding....Branding........building customer relations....and getting to know a brand in a way that wasnt possible before.....hence more sales
+ Jay Neely 9 months ago
Thanks jboutelle! The best titles come from true stories.
+ Jonathan Boutelle 9 months ago
Love the title! . ;->
+ Jay Neely 9 months ago
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!
+ guest3ff62e 9 months ago
Jay,

Really dug the slideshare. Good points. I agree that its not bullshit, its branding and SM services are just tools and mediums, but that allow your customers to have real time 2 way conversations with your business.

I do take issue with your ’metrics with no relevance’ slice though. I’d argue that things like trackbacks, retweets, and comments are the currency of social media right now and gauging your level of interaction should give you an indication of how well you’re using these SM tools. Granted, not all of the metrics you listed are very relevant, but some certainly are.

Thanks for some good insight.

@ryancmiller
+ guest9787d1a 9 months ago
Interesting post, but you’re missing one vital point; while I agree Branding is a critical part of the process, the brand needs to be supported by utilizing ALL communication channels available or it quickly fades. That’s what 'Social Media' does. It gives you the tools to support the brand by maintaining Top of Mind Awareness.

Certainly there’s a lot of BS surrounding it. That’s a natural part of the adoption process as people learn to use these tools and as the tools evolve. Slowly, the tools are improving and soon will be able to provide improved targeting and metrics (and people still need to learn how the basics of SM), but until then, we just have to muddle through with what we’ve got.
+ Jay Neely 9 months ago
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.
+ guestb4419e 9 months ago
Good Stuff but now the JayNeely Brand is linked to the word B*** Sh** for all time thanks to Google cache. So in 10 years your future Boss, in - laws, etc.. Google JayNeely BS
+ guest5b824d 9 months ago
I liked this, Jay. I would love to see some case studies of how different organizations have utilized social media to benefit their brands. I would also like to know if there’s a way to quantify the benefits of social media, if only in subjective terms.

Thank you,
Jenifer Olson

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Is Social Media Bullshit? - Presentation 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