Is Social Media a Fad?

I’m taking part in a panel discussion this weekend at DePaul University’s Kellstad Marketing Group Symposium.  Our topic of discussion is: Social Media – It’s Not a Fad Anymore.

Really?  We’re already SURE that it’s not a fad?

But what’s your definition of “social media?”  Is it just blogs, Twitter, Facebook, YouTube, etc?  Or is it the intersection of online interactions, sharing and conversations?

If it’s just the current online networks like Twitter, then I say it’ going to be a fad because the technology isn’t going to stop and there will always be new “networks” that break on the scene.  Think about MTV 20 years ago vs the MTV of today.  It’s not nearly as relevant or important now as it was back then and I see social media networks sorting out much like television networks of the past 30 years.

Let’s look at the numbers.  Here are a few examples (as of 4/21/09) of how many people are following some HUGE brands:

• Direct TV: 3380
• Rubbermaid: 2769
• Burger King: 2598
• HP: 2093
• Esurance: 293

With big brands like those still talking to small numbers like that, I’m just not ready to declare that Twitter will be around forever.  A brand like Rubbermaid could still go have meaningful conversations with 3000 consumers in one day AT the point of purchase without spending much money.

Maybe the real issue is that mass media is a fad?  Maybe marketers are finally coming to the realization that anything that doesn’t include conversation is a waste of money.

Don’t get me wrong, I’m all over Twitter and Facebook.  But I’m also all over talking to consumers any way that I can, which includes at email, retail, at events and anywhere else I can have a meaningful conversation.

Don’t Do Social Media

Everyone’s doing it so why don’t you? I’m talking about SOCIAL MEDIA.

I’m not here to tell you why you SHOULD do social media – I’m here to tell you why you SHOULD NOT.

1. You don’t have anyone to manage it. Social Media isn’t advertising.  You can’t just assign it to an Associate Brand Manager, have them write a creative brief, hand it over to the agency, get the creative, make some changes to put your stamp on it and have the media buyer send the file off to the publication/station/etc.  Social Media requires DAILY attention because it is a CONVERSATION. No one in your department really wants to have conversations with consumers on a daily basis! Your consumers are nuts!  You prefer pumping out one-sided advertising that barks out meaningless messages but makes people at the company feel good.
2. It creates more work. Yes, you will have to answer product questions and help your consumers find your product.  You might even have to deal with a consumer complaint.  That’s what the Customer Service or Quality Assurance depts are for, right.  You didn’t pay all that money for college to be answering complaints!
3. Speaking of complaints, consumers might say something negative. You like to keep it positive, right?  You have any time for negativity and besides, you don’t want your boss to find out about some flaws or bad press.  That would be DISASTER!
4. You’ll have to train people how to understand social media. Let’s face it, your boss doesn’t understand it, the sales team doesn’t understand it and your peers will think you’re just screwing off if they see Facebook open on your computer.  That spells D-R-A-M-A to me, and you don’t need that.  Just stick to the traditional stuff.  A recession isn’t any time to be a renegade.
5. Isn’t this what agencies are for? Yes, agencies are the ones that are supposed to create and execute.  Your job is to analyze and strategize.  Oh, and write PowerPoint decks. And make your boss look smart.  Your agency is in the midst of getting all this social media stuff figured out – and when they do LOOK OUT!  It will be BIG!

So there, five reasons why you don’t have to worry about social media.  Don’t you feel better about it now?  Now get back to that deck that’s due by 9am tomorrow.

Insanely Cool Online/Mobile Promotion

I don’t know what you call this technology, but this is by far the best use of it that I’ve seen.  Check out this insanely cool promotion from the Gonzaga Women’s Basketball Team.

The You Can’t Buy That moment: Making people feel like they’re part of the team.

Via: Made to Stick

Consumer Funded Music the Next Big Thing?

I was listening to an NPR podcast and they profiled Jill Sobule’s new record that was funded by fans and consumers.  Jill raised $75,000 from her fans and one person actually paid $10,000 to sing on a track.

Click here for the story on npr.org

Pretty cool concept.  It’s kind of like an entertainment version of Kiva.  It’s a perfect solution for all of those non-mainstream musicians who are getting killed on declining record sales and need to play live shows and find non-traditional revenue.  Of course you have to record new music to stay relevant and that’s not cheap.

Of course all of this has me wondering how it applies to marketing brands and starting businesses.  I’m still piecing that together in my mind.  Any thoughts/ideas from anyone out there?