Social Media Marketing – An Oxymoron? | Social Media Today
In our opinion the concept of social media marketing is an oxymoron … generally speaking – marketing means, “Persuading people to buy our stuff against a competitor’s. It is ‘us and them’ thinking, while social media spaces are about facilitating social connections, building relationships and removing friction from communication and collaboration” (Taylor, 2010).
In our opinion, a strict marketing approach to social media is doomed because a marketing based social media strategy has the wrong point of departure when defining the objectives by purely marketing metrics (Taylor, 2010).
Marketing goals are – in our opinion – a defective approach when it comes to social media. Brand advocates should keep in mind that consumers are not on social media to purchase and – as argued by digital editor of Adweek, Brian Morrissey – “People don’t go to these channels to talk about brands. If you’re not adding value, you’re spam” (Morrissey cited in Keane, 2009). So, instead of pure sales goals, “Better objectives look more like those of a research brief than a marketing brief (…). These objectives are not about propagating a message, but about unraveling a story, listening and joining a conversation, collaboration and discussion” (Taylor, 2010).
Many companies are simply not succeeding in their social media approach, because they commence with the wrong objectives. Social media platforms are not well suited for traditional marketing based on persuasion and with a broadcast mentality, where the brand talks and the customers listen.