Tag Archives: app

Should We Be Lowering The Social Media Marketing Bar?

Should we Lower the Social Media BarYes, we should. Now let me explain…

In my recent post entitled Top 2015 Social Media Predictions – Disruptive Technologies I covered one of the important disruption areas to watch this year, that was General Social Media Marketing. In fact it was the number one item listed in my 2015 predictions. Specifically I was referring to making social media easier to implement, get results and be effective. The actual prediction was as follows:

“As social media marketing becomes more and more complex, new technology is required to make it easier, regardless of user experience, knowledge or skill. This is a requirement for the industry whose time has come.”

The Problem:

The social media marketing industry is incredibly complex. Marketers, brands and individuals are attending events and classes, reading articles and buying books at a massive pace, trying to understand what to do. At the same time a handful of social media speakers, authors and celebrities are raking in the speaking fees and book royalties.

I say good for them, and good for anyone that achieves success! However after almost a decade of social networking, the gap between the “experts” and the average brand or marketer is widening, therefore I believe the current path isn’t resolving the complexities faced by marketers and is only serving to perpetuate the massive learning curve. Furthermore, I think that the majority will continue to be left behind after giving up, running out of time and resources, or keep on trying without realizing the promised results.

What Does Lowering The Bar Mean?

What It Does NOT Mean – Sometimes to explain something, it is helpful to first clarify what it doesn’t mean. Lowering the social media marketing bar does NOT mean to lower standards, do it incorrectly or somehow promote less professional ethics and methods. It should also NOT be considered to in any way promote auto-pilot tools and tactics.

If the social media marketing industry is going to be sustainable, survive long-term and even thrive beyond the point it is today, something needs to be done differently. Technologies that facilitate social media management need to better understand the challenges, learning curves and complexities of individual marketers and adjust to them appropriately. Existing and new tool developers must produce from a deeper level of experience and understanding of social marketing to simplify functions that are needed, not just create features because it’s possible to do so.

Social media marketing IS challenging, but those with extensive experience in the field must raise the bar on the technology side of the business in order to lower the bar on the user experience side. Those with the experience are better able to break down the barriers that exist for less experienced marketers and define best practices, processes and strategies that can then be incorporated into simplified technologies that are effective, not just automated.

User Beware

One of the more destructive trends within the social media marketing space is and has always been the continual flood of new tools being developed and introduced. Don’t get us wrong, we love tools, but the problem is that the overwhelming majority of tools created for the social media space are developed by gear heads with limited or unsuccessful experienced executing social media marketing themselves. The fact is that MOST tools are created because they can be created and not because they actually understand the problem they think they are solving or because it really solves a problem to begin with.

The Future Is Bright

I believe the social media marketing bar needs to be lowered with a new era of sophisticated technology that drops the massive knowledge requirements for marketers to be successful. This can only be accomplished when the most experienced and successful marketers use their knowledge to raise the bar and expectations for the next generation of social media tools. I want to impact the real results of marketers in ways that don’t exist today. I want to change the culture of shiny new tools that distract marketers and brands from obtaining those results and instead replace the prevailing culture with innovation that significantly impacts the bottom line.

Data combined innovative technology can and should drive change and simplification for the masses. If better results are achieved by all social media marketers, it will represent even more receptive actions on the part of consumers and buyers. The more receptive consumers and buyers are to great social media marketing, the better the results are achievable for all. If only big brands and experienced marketers are dominating the results spectrum, the entire house of cards is in jeopardy.

What are your thoughts on this?

 

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Filed under automation, Brand, Data, Marketing, Results, Social Media, social media automation, Social Media Management, Social Media Marketing, social media tool, Strategy, Tools

Social Selling Gets A Boost From Nimble Integration Within Hootsuite

As I have written many times, the last thing we need are more social networks. What we need are improved ways to manage relationships over the long-term. For us, using the social customer relationship management, or CRM application Nimble is a requirement. Think Salesforce for social media marketing and you will have a good understanding of what Nimble is and what it does.

Nimble Hootsuite IntegrationNimble allows our entire team to have access to all of our social connections from Twitter, Facebook, Linkedin and Google Plus in one place. It tracks and manages conversations, activity and social conversations across the social graph, while enabling better tracking of customers, prospects and relationships.

Today Nimble and Hootsuite announced that the Nimble application for Hootsuite is now available FREE to Hootsuite and Nimble users.

We have been using Nimble for a while and have been eagerly awaiting integration between the two services. Since we use both Hootsuite and Nimble, an integration between the two was something we were really excited to hear about. When we were asked to be involved in the beta testing, I couldn’t say yes fast enough. Am I glad I did!

The Free integration app runs inside of your Hootsuite account and directly connects your feeds with your Nimble account, allowing you to easily add people into your Nimble contacts.

Jon Ferrara, CEO of Nimble refers to all this as “social selling”, and said “Our new app integration with HootSuite will help spread social media use beyond community managers and marketers to the rest of the company. It provides business professionals with social relationship management tools that create valuable and repeatable social selling opportunities.”

If you are using social media for sales and marketing, then you need to be able to manage your contacts, customers and prospect conversations in an effective way. I think you will find Nimble and the new Hootsuite integration a really efficient way to do that.

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Filed under App, Facebook, Google Plus, Hootsuite, Relationship, Social CRM, Social Media, Twitter