said 1 year, 4 months ago:
@Lindsay You are of course right.
Now, strategy consulting has some very well formed tools. Available tools are, of course, a sign on a more mature discipline. (Kurt Lewin gave us the concept of freezing and unfreezing organizational cultures. Doug MacGregor gave us Theory X and Theory Y. We have SWOT Analysis, ect)
Tools exist (or perhaps principles) for Social Media. But they are few and not acknowledged much.
Our basic principle comes from Seth Godin. He gave us Permission Marketing and the concept of Tribes. (Of course, Seth was doing Social Media before Social Media existed. I remember Seth from his brief stint at Yahoo — even then he realized the social nature of the internet would transform marketing forever.)
The other contributor here is Doc Searls and the crew who wrote the Cluetrain Manifesto back in 1999. Social Media (as an embodiment of Cluetrain) should be about relationships, dialogue, building trust, and creating value together.
I find very disturbing how frequently corporate brands violate fundamental principles of Permission Marketing. It is okay to turn Facebook into just another broadcast medium, and it is okay to call it Social Media Marketing. I would like to hear someone make a case for it.
Building a fan base so that a Google algorithm would push your webpage to number 1, 2 or 3 violates a basic principle of marketing in a relational environment, which is what Social Media is. A great thought exercise would be to imagine a world without Google. What would Social Media Marketing look like then?
All of this is to say that it is okay for the tools to be in formation. I do not think it is okay to slide back and forth between Twitter and Facebook and claim we are Social Media Marketing professionals.
(Golly, I hope this is not a rant. Please forgive me if this is rant. I really am a pretty nice guy who just wants to loved.)
One would think that models and tools for Social Media Marketing would track with certain principles that have been proven by practice. Social Media Marketing professionals should be able to say, “This is good. This is not good. This is why.”
This is what I am hoping to discover in dialogue here.