- Adopting social media strategy requires business change.
- Make sure you’re willing to change; pretending won’t work.
- Strategic integration is not the same as tactical afterthought.
- Stickers can seriously damage your health.
Recently this business owner said: “We need posters, loads of posters, posters everywhere. And ads. I want ads. Ads need to be in everything. We’ll have online ads too, you know, the square ones, and the tall thin ones and, ah, what the hell, give me some spinny-roundy ones. Get me radio ads and leaflets and don’t forget some CPTs, whatever they are. And stickers I want stickers. We’ll give them out to everyone on the streets. Everyone loves a sticker. Who doesn’t like a good sticker, eh?”
“But this is a social media campaign. Those things aren’t social media.”
“I know, I know, but I can’t risk it. I’ve always had posters. I’m letting you do the social thing because, you know, everyone says I should. But that doesn’t mean I like it. I like posters.”
“So, is there an additional budget for this integrated campaign?”
“Eh, no. You’ll have to take the cost out of the social media budget.”
“Right. So it’s not a social media campaign now, it’s a poster campaign.”
“Well, if you look at it like that, technically, eh, yes.”
So as this business owner was heading to the door, he was still complaining fervently about the fully descriptive nature of the expletives used to describe where he should shove his posters.
We still appear to struggle with this brave new world. I say ‘we’, but I really mean, ‘you’. I gave up struggling a while ago and embraced the inevitability of social change. B2B businesses in particular are still reluctant to let go.
There’s nothing wrong with ‘posters’, or any other traditional media. But you can’t pretend you’re ready for social change when you’re not. There’s nothing wrong with integrated marketing either. But you can’t partially commit to a social strategy and switch it on and off when it suits you. Your social activity is a strategic, long-term relationship with your customers and prospective customers. It’s about what they want, and not necessarily what you might like. Oh, and for the record, they don’t want your stickers.
Believe it or not, there are still some people who like cassette and CD players better than MP3 players. This also goes for message on hold players, as well. A few people have fears about updating their phone on hold equipment. Unfortunately for them, on hold message cassette players won’t be available much longer. In fact, there is only one manufacturer we know of who still makes them. CD players that play messages on hold are also soon to be rare.
You can no longer have everything all your own way. Sorry about that. So the next time you talk about your social media requirement, you need to get 100% committed. Ready? Go.