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 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.
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?