Comments on: How to Choose a Social Marketing‘Expert’ or Agency

By: Evan

Evan — Sat, 13 Jun 2009 15:07:48 +0000

Social media companies are popping up like roaches much like SEM companies did 5 or 6 years ago…I think the best social strategy is to use Ping.fm.

By: Bernardine Wu

Bernardine Wu — Thu, 04 Jun 2009 00:33:54 +0000

Great post, Jeff. I’d take this further to suggest that all service and product providers should ask WHY? when it comes to helping clients leverage any kind of tool or technique. And all potential clients should wonder if the provider isn’t asking more questions than they are answering!

By: Jeff Molander

Jeff Molander — Thu, 28 May 2009 15:49:58 +0000

Hi, Michael…
Thanks for your thoughts. That said, with all due respect, I think we’re on different planets.

You say “the social dialogue has been conceptual, operating at around 100,000 feet.” I say I just don’t see it. I see people jumping in and DOING without offering much critical thought or reason beyond what “experts” (self appointed) say to do and a never-ending belief that “if it’s new and on the Web we MUST be doing it.”

You say “what many marketers are looking for are activities that will drive engagement, build relationships and deliver customer acquisition (now or in the future).” I say that’s what they’re doing — and doing so without clear purpose and certainly without proper measurement AND fiscal accountability. They’re FAILING to connect the tactics to the strategic business outcomes. If they weren’t failing I’d not be reading stuff like this http://budurl.com/kkac

Ok — so maybe marketers are looking for that but the CEO, CFO is looking for far more than short-term tactical wins that don’t tie to strategic objectives.

Rok — I do believe you are either baiting discussion or being lazy (not likely). Who could possibly argue your point? Only a fool so I’m not sure that you’re in alignment with anyone here

By: Rok

Rok — Thu, 28 May 2009 08:39:13 +0000

I totally agree with Michael.

I don’t think businesses need more “high in the sky” sales pitches and grand ideas, but rather need to focus more on what is driving business.

By: Michael Kahn

Michael Kahn — Tue, 26 May 2009 19:20:25 +0000

Thanks Jeff for the comments and review. My proposed questions above can be construed as tactical but I would argue that what social marketing discussions need is a lot more practical and tactical applications and proof points and less high art. To date, the social dialogue has been conceptual, operating at around 100,000 feet. Words like socialization, sharing, collaboration, collectivism all get bantered around but what many marketers are looking for are activities that will drive engagement, build relationships and deliver customer acquisition (now or in the future). In hindsight, I wish I had started with two more questions for a CMO to ask his social experts…”How, if at all, are we using Twitter as part of our marketing mix?” “What do we know about our customers use of Twitter and should this inform our efforts?”

Thanks.

Michael