I’ve had a few conversations with marketers recently when I’ve been told that there is still a need for ‘social media 101′ information in the market place. It seems that there is still a gap in understanding exactly where social media fits into the big picture of the digital media plan and the marketing strategy as a whole. And also, that actual execution – and predominantly resourcing and accountability – is a big challenge too. I can understand this because when you start working on social media from a business point of view it immediately takes a lot more time than you had anticipated and suddenly it seems a whole lot more complicated.
What do you think? Is this something that marketers in Australia still need to learn about? Are there particular elements of this that are more pressing?
The biggest challenge in Australia is for companies to follow through. So what that Optus is monitoring Twitter if it takes them 3 days to respond to a complaint? I’m a big believer in “if something’s worth doing, it’s worth doing well.” Very few companies in Australia do social media well.
I agree with these marketers, there is a need to better understand the social media scene in order for this channel to work for business. It is something that many companies seem to “have a go at” but do not consider it as a part of their overall marketing strategy. Social meida is unforgiving and so dynamic that you need to allocate enough time and resourses to it and execute it well. It’s not enough to simply “be” in this space.
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