Comments on: Social Media – What are we doing this for? http://herbsawyer.com/2007/10/02/social-media-what-are-we-doing-this-for/ Thu, 26 Aug 2010 08:34:29 -0600 http://wordpress.org/?v=2.9.1 hourly 1 By: Jonathan Trenn http://herbsawyer.com/2007/10/02/social-media-what-are-we-doing-this-for/comment-page-1/#comment-18 Jonathan Trenn Wed, 03 Oct 2007 17:49:48 +0000 http://herbsawyer.com/?p=36#comment-18 Herb For a while now I've been saying that social media is overhyped, but not overrated. It's not for every client. The new technologies that keep on popping up may be 'cool' but may also have little or no extensive business appeal. It's a matter of tapping into the right ones for the right reasons. I want to blog about this at www.marketingconversation.com. Good blog here, Herb. I'll be back. Herb

For a while now I’ve been saying that social media is overhyped, but not overrated. It’s not for every client.

The new technologies that keep on popping up may be ‘cool’ but may also have little or no extensive business appeal. It’s a matter of tapping into the right ones for the right reasons.

I want to blog about this at http://www.marketingconversation.com. Good blog here, Herb. I’ll be back.

]]> By: Bill Snyder http://herbsawyer.com/2007/10/02/social-media-what-are-we-doing-this-for/comment-page-1/#comment-17 Bill Snyder Wed, 03 Oct 2007 04:31:00 +0000 http://herbsawyer.com/?p=36#comment-17 Many good points, Herb. I've spent a fair amount of time wondering if brands entering into social media spaces (and I mean entering as participants not advertisers) is as valuable as some think it is. There's a bit of "everybody else is doing Web 2.0/MySpace/Facebook, we better do it too." The need may be there, but "everybody else is doing it" is a panic mode that leads to non-strategic uses." I know that as a user (or over users, as the case may be), I could care less about my favorite brand being online. I use social media to keep up with (and make) friends and colleagues. A secondary use for me would be nonprofits. I find it's a great way to connect with causes, take action, and make donations. I'm not claiming to be a typical users, but that's where it ends for me. Where I have seen social media work is when execs speak straight to consumers. I think of Stony Field's president starting a blog that (at least according to them) drove a lot of traffic to their website. As they are a small company creating organic dairy products, that personal relationship really has the potential to build brand equity. I also think of Jet Blue's CEO (it was the CEO, wasn't it) apologizing on YouTube. I've also seen blogging work very effectively in B2B situations where visitors are looking for advice rather than hard sales (which, presumably at least, translates into sales down the road). And I've seen lots of nonprofits use MySpace, Facebook, and blogs to raise money, but again, that's organizing people around a cause, not a product. Many good points, Herb. I’ve spent a fair amount of time wondering if brands entering into social media spaces (and I mean entering as participants not advertisers) is as valuable as some think it is. There’s a bit of “everybody else is doing Web 2.0/MySpace/Facebook, we better do it too.” The need may be there, but “everybody else is doing it” is a panic mode that leads to non-strategic uses.”
I know that as a user (or over users, as the case may be), I could care less about my favorite brand being online. I use social media to keep up with (and make) friends and colleagues. A secondary use for me would be nonprofits. I find it’s a great way to connect with causes, take action, and make donations. I’m not claiming to be a typical users, but that’s where it ends for me.

Where I have seen social media work is when execs speak straight to consumers. I think of Stony Field’s president starting a blog that (at least according to them) drove a lot of traffic to their website. As they are a small company creating organic dairy products, that personal relationship really has the potential to build brand equity. I also think of Jet Blue’s CEO (it was the CEO, wasn’t it) apologizing on YouTube.

I’ve also seen blogging work very effectively in B2B situations where visitors are looking for advice rather than hard sales (which, presumably at least, translates into sales down the road).

And I’ve seen lots of nonprofits use MySpace, Facebook, and blogs to raise money, but again, that’s organizing people around a cause, not a product.

]]>