Will 2013 be the year social media pros stop drinking the kool-aid? I recently read a great post from John Trader on PR Breakfast Club on this very topic. John(@john_trader1) wrote:
“2013 is the year that we start to think about the unique qualities that define our own markets and how we can leverage industry advice based on custom metrics that drive meaningful analytics instead of a knee jerk reaction that incorporates advice without taking into consideration the wants and needs of our own communities.”
I couldn’t agree more with John’s analysis. The days of carefree social media experimentation are over. It’s no longer about throwing money at the wall blindly, and seeing what sticks. Most brands have a social media strategy in place now. The next stage is all about connecting and fleshing out the social media strategy with their overall business goals.
As John mentioned, there are countless social media case studies and best practice posts out there. However, every case study is different and even the best intentioned advice may not be the right course of action for your brand.
In fact, blindly following the latest “social media guru’s advice” is setting yourself up for problems. And, it becomes even more problematic when you try to mimic successful case studies. (Ahem, all the brands trying to be like “Oreo.”). That’s because what works for one brand may not work for another.
Every brand has a different audience and a different story to tell. Marketers, community managers, PR pros, advertisers, etc, need to embrace that.
I believe we’re headed towards the convergence of big data and storytelling. That’s the holy grail, where we can begin to create the custom metrics, KPIs and analysis tied to our distinct communities.