Welcome to SocialRep
We've seen a lot of changes in how businesses approach social data over the past 7 years, but few have had as much of an impact as Big Data. With smart devices and social media we now generate so much data, both intentionally and unwittingly, conventional wisdom assures us that every byte has value and must be captured to unlock the secrets of our next marketing success. While it's certainly true that knowing more about your market can help you deliver better products and services, I see a lot companies led astray by the promise of Big Data that will likely never pan out. Even smart companies.
I was talking to a prospect recently about an innovative social media program we've been delivering with great success for one of our clients."That'll never fly here," he said, without even getting past the opening line. Why? "The VP who controls the budget is tired of hearing about 'social'. Can you call it something else?"
I wish I could say that was the first time I've heard that, but fatigue with social media is definitely on the rise. It was inevitable. The bigger the trend, the bigger the backlash after it all goes mainstream. But, like the web, this isn't some fad that will fade away--any more than web sites faded away after people got tired of the frenzy over web marketing.
We're still early in the social media marketing trend. We're still in the 1.0
As social media goes mainstream for corporate marketing, far too many marketers are getting caught up in activity metrics rather than value. Klout. Likes. Follows. Retweets. Everything is about volume of engagement, with little if any focus on the value of engagement. Recently I heard a senior executive at a major national brand brainstorming a campaign to improve his company's Facebook "Likes". It was parody. He was fixated on a single metric, and kept asking for help estimating a conversion of Facebook "Likes" to television advertising equivalents. When it was pointed out that likes don't actually mean someone likes you (Bank of America's customers "Liked" their Facebook page so much, the torrent of hate mail forced BofA to abandon the page) it had no impact. He was