Does social media marketing matter?

peterkim
Peter Kim General Manager, Dachis Group

Posted on August 20th 2008

Let's step outside of the echo chamber for a minute.

Does social media marketing matter?

What I want to know is, how does this stuff impact the bottom line?  As a consumer (and apologies, biased towards the US - with our weak currency, these examples carry less efficacy when everything looks like it's discounted 30 - 50%),  I'm curious to know if you have ever done any of the following. (Partial credit on examples to Mashable and Jeremiah.)

Add up points as you go:

+3 points:

+2 points:

+1 point:

-2 points for any of the following:

So how'd you score?

  • Over 20:  Congratulations.  You are a bonafide social media activist.  You not only hear about marketing memes, your actions are proof that social media marketing matters.
  • +20 to +11:  Well done.  You are personally in tune with the wisdom of the crowds.  Did I see you on the cover of Here Comes Everybody?
  • +10 to +1:  Hmm...I bet you've heard of all these examples, yet have not been influenced.  The force is strong in you.  You must be a social media consultant.
  • Less than zero:  Who are you and how did you end up reading my blog?  Are you reading this post as a printout on a piece of paper?

I think most people will score zero...which is why I asked the initial question.  How did you score?


peterkim

Peter Kim

General Manager, Dachis Group

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Comments

MarcMeyer
Posted on August 20th 2008 at 2:34PM
Interesting POV Peter. From the standpoint that SN's engage in a good bit of offline and online marketing, all of which is geared towards establishing brand identity, I think your post begs the question, what if there was zero marketing? What would happen? I suppose given the linky goodness of social nets in general and our incessant need to talk amongst ourselves about all things social, perhaps social media marketing is not needed since we have self-annointed ourselves as it's unofficial foot soldiers. But if we don't use social media marketing at all, does it succeed? Probably, it's merely a component. Begs my forthcoming blog post: Are ROI and Engagement mutually exclusive?
peterkim
Posted on August 20th 2008 at 3:05PM
Hi Marc, interesting scenario.  Let me assume your question excludes word-of-mouth communication that is unseeded/unprompted, i.e. not BzzAgent style WOM.  Because that would be the natural consequence - marketing from Gladwell's mavens, connectors, and salespeople.  Online is a natural extension of what we already do offline.  Looking forward to your post...remember that even parallel lines intersect eventually.
MarcMeyer
Posted on August 21st 2008 at 12:00PM

Peter, I changed it up but still have that post in mind. But check my posts for the one I DID do. It's a different tact. Also I just thought of another great post, inspired by someone who just committed one of them: The 7 deadly sins of social media marketing. That might be a fun to collaborate on.

 

Marc

Posted on August 24th 2008 at 10:53AM
I bought a Nikon Coolpix with a 3 inch screen mainly because the instructions were written by a company native to cameras, but I switched to a Panasonic Lumix with Leica lens because the technology and value for price was better. Hit me with a trey, dude.
peterkim
Posted on August 25th 2008 at 9:11AM
Jerry - do you know what I'm talking about?  It's the MWW/Nikon campaign; I believe that D80s were involved, not Coolpix.  Check out Strumpette, Jaffe, Hyku, and others for details...great debate on the ethics of blogger relations and product placement.