October 6, 2009 Leave a comment
This post isn’t meant to be an attack on Seth Godin or his online effort “Brands in Public”. After all, many are already attacking him for his decision to launch a site which basically aggregates social chatter about a brand into a public facing site, which they then have to pay $400 a month to customize. Some have called it a game changer, while others have declared it outright brandjacking.
The problem I have with “Brands in Public” is that it feeds into a myth… a myth perpetuated by frustrated marketers that just don’t want to admit that in the current digital landscape, we have our work cut out for us… it’s the myth of the social media shortcut.
So, why is Seth’s effort both ineffective and against best practices:
1. Aggregation isn’t conversation. Pulling a bunch of feeds together does not create a story about the brand, or open the doors for a new kind of communication.
2. Fishing where the fish aren’t. Seth suggests that brands add to the “conversation” in a platform where no one is currently listening.
3. It goes against integration. If any site should be pulling in twitter feeds and YouTube links, it should be the brand’s website. Wouldn’t it be a much more of a game changer to see brands putting their twitter feed under the “customer service” section of their website?
Marketers want so badly for a $400 month solution that just brings everything together into one place. They want there to be only one channel they need to respond in, rather than several dozen. But there is no easy out, you have to roll up your sleeves and prepare to spend hours and dollars to do social media right.
Maybe that’s why 84% of marketers don’t measure ROI. They are still looking for the easy solution, and don’t want to admit that it doesn’t exist.