Will marketing be dependent on Twitter? And is that a good idea?
With all the hubbub about social media, it begs the question: is social media marketing hype? Social media marketing is useful now…but will it be in the future?
Several successful CEOs, like Brad Sugars, Tony Hsieh and Guy Kawasaki are huge fans of social media marketing. But will investing everything in social media be a big mistake down the line?
Marc Brownstein, writer for Advertising Age, says it will. In his article, he writes about how marketing decision-makers everywhere are slashing media budgets and relying heavily on social media — too heavily, in his opinion:
“Brands that already have, or are planning to go dark, in favor of a Facebook page and a steady diet of Tweets.
Some of you might say I’m a hypocrite for feeling this way, as my agency is a leader in social media since 2004. I speak publicly about its attributes and have written frequently and glowingly about it in this column. And our clients are certainly benefiting from digital strategies, none of which are weighted all toward social media.
I love the power of the unfiltered consumer voice — the dialogue between brands and customers as well as customers and customers, vendors and customers, agencies and customers. It’s all good. It’s just that I believe some marketers have gone too far in their reliance on all things Twitter. No doubt their brand awareness, and brand identity, will one day suffer.
My mother taught me that things in moderation won’t hurt you. In this case, she’s right. Social media belongs in the media mix. But it shouldn’t be the entire mix.
How will customers find you? Why should they care about your product/service? What are you going to do when your competitors crank up their promotional spend and start taking your customers?
This message is simple — the short-term delight of not spending any media dollars on advertising will surely have a long-term effect: brand erosion.”
Do you agree?