Ten things advertising people need to know about social media
Notice this doesn’t say “Top Ten.” Just ten things, as a modest practitioner of copy and social media, I think aren’t obvious to people coming to social media from advertising.
I expect some people will have a few problems with this list. That should be expected, we are still defining social media. Got a problem, leave a comment. I’m listening.
- The PR people are way ahead of you in this arena. Their business has been shifting more dramatically and longer than ours.
- Social Media isn’t a threat to your job if you still have one and you take SM seriously. But if you don’t have a job, it could be your savior.
- Social media isn’t just about user generated content. You have to give people something to talk about.
- If you dig in and dedicate yourself to social media, you’ll gain more than you’ll give.
- Social media still needs a concept. If you just build it, they won’t come.
- Don’t concept for the technology. Social media isn’t usually “paid,” so do what makes sense for the brand and the concept. Just because the client said they want a Facebook page, doesn’t mean you should make one.
- Social media is about learning and sharing. Your social media executions should share something of value.
- You can’t tell half truths or even spin. The bloggers will skewer you.
- Social media isn’t a fad.
- Learning is more important than in other media.
I’m sure I must have missed something…Jimmy Gilmore