I’ve decided to stop posting about social media on this site. I obviously have nothing against social media itself, as I’ve crowed about it for years on this blog. Instead, I’m going to start posting more about marketing and advertising – the things you might want to know about once you have mastered all this new media.
Four years ago I started blogging for the advertising agency I worked for. They had two blogs – one for the agency proper, and one for the Interactive house. I was writing most of the posts, covering what was happening in Internet news and new media, but also in marketing, advertising, PR and traditional media.
When they told me to learn everything about what people were calling “social bookmarking,” that became a hot topic for both of our blogs. Our readers were hungry for information on the heretofore unheard of Twitter, MySpace, SecondLife… things that showed everyone the future was in progress.
That is no longer a problem, though. Just about anyone can get 1000 followers on Twitter, and once they do they usually use that as proof that they’re experts. There are so many bloggers writing about some arcane Facebook trick, there isn’t much of anything you can’t learn about Facebook with a quick Google search. And the number of stories telling you how you need a mobile app and QR code are legion.
However, there’s hardly anyone talking about communications, messaging, and how social media should be used to help your business. I see a lot of people showing their prowess at getting Likes and retweets and now +1, but then they fall short on how to turn these people into customers. It does not matter how neat all this new technology is if you can’t turn online fans into customers.
So there may still be some posts in the future about social, but from now on it will only be in the context of what you should say. I’ll also continue to post commercials I think do a good job of core messaging, and campaigns that work.
I think this is far more important than tips and tricks, and certainly a lot more enjoyable for me to write about.
Because if I have to write another post about how QR codes don’t work or how to get more Twitter followers, I’m going to pound nails into the floor with my forehead.