Social Media

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My inbox is so full of "fake friends" these days that I use a web-based mail portal to delete their messages - and all the other messages I don't want - before I download my mail to Outlook throughout the day.

You can tell by the subject line that it's not a real friend. My real friends would never put "Mrs." in their email address, and they would certainly not say, "For Your Kind Attention," nor would they say, "Your" when they meant to say "You're" as in, "Your going to love this!"

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A world-famous marketing guru was giving a webinar recently. In answer to a question someone asked at the end, the guru said, "There really isn't any difference between B2B and B2C."

I cringed.

Because there IS a difference if you're trying to sell something. And isn't that what all this marketing and selling stuff is supposed to be about?

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Social media is really a bunch of channels where groups of people gather and discuss particular things. Social media isn't "one" thing. If you think of it as "one" thing, you quickly become overwhelmed with all the things you could be doing, instead of focusing on only the things you should be doing.

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Companies aren't really set up to interact efficiently with individual customers. Companies are organizations, filled with teams of people, doing their particular tasks.

Companies have lots of customers. Individual customers can, and do, get upset, when the company disappoints them.

Now, thanks to the many channels available to them, customers - even one customer - can make a big stink, in a big hurry. Marketers need to react quickly, and in the right way.

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Now that consumer-generated product information - mostly in the form of reviews - is overwhelming the web and dominating the customer's buying process, I have to ask the question: is marketing copy becoming obsolete? Does the very fact that a marketer wrote some copy make that copy  less-believable, less-trustworthy, and therefore - dare I say - irrelevant?