A Social Media State of Mind
Whats that? Well, a Social Media state of mind is when we start acting like social media is the answer to everything. Oh yeah, and its a term inspired from a Jay-Z song.
Its when sales are down and you tell the marketing director your company needs to tweet more. Or when customers are complaining about service and you suggest updating the blog. Or when no one has bought the Tuesday special for months and you suggest updating the Facebook page. While all of this may be able to help out a bit; its unlikely they will solve the problem. Someone with a Social Media State of mind however, will believe that not only is it the best solution but that its the only solution.
Sure, social media has definitely changed the way marketers and entrepreneursdo business. And most importantly, it has influenced significantly the way consumers communicate. There is no denying that. What can be denied is that every idea, every campaign, every problem, every issue – all should tie back to social media. When this begins to be our way of thinking – we have ourselves a problem. As communication and marketing professionals its important that we don’t get stuck on one new trend. It’s okay to believe the hype around social media – Its not okay to think its the band-aid for every boo boo.
Many self-proclaimed social media gurus, ninjas, experts and all of the above – have a social media state of mind. While this isn’t done intentionally – it can be prevented. The development of a “state of mind” can take place in any industry, not just marketing. It happens in the hospital, when a neurosurgeon suggests checking the brain during a diagnosis for every patient. Its seen in sports when a defensive coach always wants the GM to draft a defensive player. It happens everywhere, but it doesn’t have to happen to you.
Avoiding a Social Media State of Mind
Stick with the Facts
Reality will always set you straight when you’re about to make a claim that isn’t accurate. Because of this its one of the best ways to destroy a Social Media State of mind. Reality tells us that social media is effective and it definitely works. But it also tells us that its not the end all be all. Once in a while we all need a reality check.
Although you can argue with an opinion it is impossible to argue with facts or reality (All ignorance being equal). If you take your time to read through the facts you will realize that TV is far from dead and that thousands of people still read the paper from front to back. Now, I’m not saying that these are the most effective ways to reach your audience. All I’m saying is that you need to keep your options open and remember the facts. If you’re targeting a group that still reads the paper, still opens the yellow pages – Why not go there? Just because you heard it was dead? That’s ridiculous. Do the research.
Keep Your Mind Fresh
If you constantly read about the risks of smoking cigarettes you probably won’t smoke. If you constantly read about the health problems facing our generation; you’ll probably stop eating at McDonalds. If you constantly read articles suggesting that monogamous relationships don’t work; you’ll probably cheat. And If you constantly read about Social Media Marketing you will probably start thinking that its the only solution.
Adam DiStefano explained this very well in his post: “Is Traditional Advertising Dying?” he writes,
Internet marketers spend their lives on the internet, so they sometimes forget that other people – normal people – have slightly healthier, more balanced lives. People read. People listen to the radio. People watch TV. Believe it or not, people flip through phone books.
We can’t allow ourselves to become one trick ponies. We must realize that even in the digital age, there are traditional metrics that still matter. Engagement, Re-tweets and “Likes” are all fine and dandy but, the old school metrics like increased in sales, satisfied customers and retention rates are still king.
Stop Acting Like You Know it All
Steve Schwarts, differentiates between two different types of confidence in his post: Disturbing Misinterpretations: No One Knows What the F*** They’re Doing he says,
“People with confidence are one of two types: 1) those who realize it’s okay to not know everything, but who strive to nonetheless, and 2) those who don’t realize how much they don’t know. Confidence built on a firm grasp of reality and humility is good. Confidence built on ignorance is bad. Be one of the former, never the latter.”
If you don’t know how to create a campaign that includes Traditional Marketing; ASK! Don’t walk away from a good idea just because you can’t do it. And definitely don’t attempt to do it when you absolutely have no clue what you’re doing. A problem many of us face is that we don’t know how much we actually don’t know. While yes, confidence is essential to be successful. Its the wrong type of confidence that will screw you up. If you believe that you know so much about Social Media and marketing that you can run a perfect campaign every time – You’re going to do more damage than good.
Avoid any state of mind that hinders you from seeing the truth. Because at the end of it all, — ˙ǝʌıʇɔǝdsɹǝd ɹno ʎq pǝuıɯɹǝʇǝp sı ǝsıʇɹǝdxǝ ɹnO