Infocusselling’s Blog

July 3, 2009

Social Media–Social or Media?

Everyone has an opinion on social media today. Some feel it is the future of all communication and sales, while others feel it is a fad that is already passing. My concern as a sales trainer and coach is whether your social media strategy is working for you. How do you know?

Here is one post from someone I respect as a marketer. She was upset regarding a recent Twitter experience. Here’s the one sentence summary: auto responders are fake and do not help you build relationship and can work against you. Read the details yourself, and I bet you will agree. Karen’s new non-friend.

Other marketing experts claim that social media works for B2C markets but not B2B markets. One problem with social media on B2B markets is whether your target market is watching the social media mediums you are using. Here’s a thought from a marketing expert on why and how social media is not all it hypes itself as in B2B markets.

Here is someone who talks about how not to use Twitter, which is what I see way too often–blatant repetitive advertising, that, wow, look at that, repeats every so many days because it is being done by a program and not a person. Gee, is that a relationship?

I don’t have hard stats but from regular discussions, I think I personally know one person who is making a reasonable ROI on his or her social media time. One. And I’m not 100% positive that person is really profitable. I don’t mean “yeah, I’ve made some money from social media” as in you’ve sold a project or two. I mean you took your net margin (that would be sales less direct expenses) and took the hours you have invested in social media, totaled them all up, and then divided your net margin by your hours invested and found out that your net hourly rate for your social media time was as good or better than your other marketing efforts. Just for fun, try it out and see how much you make per hour.

I’m not saying social media is dead or even dying. I’m just glad more people are starting to question if it fits and how to get a measurable return out of it for the majority of people on it. As more true success stories filter out from the masses still looking, I’ll be the first to post them here.

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