Social Media – Thoughts For The Day

(N.B. dear blog snorkellers, there will be no links in the copy today. This is because I can’t be bothered to tell you where I’ve been and also it’s a test of faith. Like so many of the social media posts and threads that I stumble upon, today I am going to say ‘trust me’. Take what I say as read. Don’t ask for proof. For once in your lives, believe in something. Me.)

Facebook, apparently, has 400 million users, half of which log in every single day. I’ve made no secret of the fact that I don’t think is true. Today I ran across a reasonably authoritative article that quoted a figure of 160 million logging in every day. But hey, what’s 40 million users per day between friends?

I’ve also made a big point of my belief that no brand, business or organisation is yet to make a significant commercial return on their investment in social media. This has got me into a lot of trouble – but I stick by it – every time I scratch the surface, the same old names crop up – Starbucks, BestBuy, Amazon, Dell, Coke, Ford. I gave myself into the gentle embrace of that most Googlicious of search engines and tried variations along the lines of ‘big brands social media’ and ‘brands social media success’. I know this isn’t scientific, but I couldn’t find any list of branded social media successes more recent than July/August last year. Not terribly reassuring, is it?

Mashable.com – useful blog, but hideously heavy going – published a list of Top 10 Twitter trends for last week. Tell, just who in the hell is Justin Bieber? I’m guessing here, but I’d imagine he’s got the same level of social and cultural significance as The Jonas Brothers, Tiger Woods, Super Junior, Lil Wayne and American Idol. I don’t think anyone’s in danger of drowning in this particular knowledge pool.

And, finally, I had a quick skim round the various Twitter feeds belonging to some of the bigger brands, just to reassure myself that the ‘Big Conversation’ hadn’t somehow become more valid and meaningful over the weekend. It hadn’t. Here’s where we’re at with corporate tweeting: “Woo-hoo! Just launched! check out the brand new http://www.starbucks.com/” (It’s the least I could do – give them a bit of a plug. Apparently, the fact that Mr Bux has got some social media icons on the home page, that’s enough to make the average punter believe they’re soc-med savvy. All smoke and mirrors.)

(B*gger – there’s a link in my copy.)

Anyway – conclusion for the day? Social media is obfuscation, flim-flam and chiffon gauze. (Sort of.) It still does not represent a route to market. An ROI cannot be extrapolated from social media. All business is about sales, and the value that those sales deliver to the brand, business or organisation – social media do not sell, nor can the effects that they may have on an audience be defined or evaluated. At best, social media raises awareness – but not of overtly branded messages because if you break the unwritten rules of the feral community, its members run back into the shadows, yelping abuse.

By all means – experiment. But don’t waste too much time, resource or money on it.

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Filed under Corporate Religion, corporate reputation, Public Relations, Social Media

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