If you’ve been to just about ANY marketing conference in the past 6-12 months, you’ve probably heard the phrase, “social media is a tool.” And I agree – yes, it’s a tool. But which one?
Some companies use social media as a sledge hammer, slamming us with message and making as much noise as they can while trying to hit a general area of social media users hoping that eventually they will break us down and we will listen.
Others use it as a hammer. Slowing chipping away at our attention resistance. But still bending a nail or two along the way. Maybe even denting the wood every now and again.
And still others use social media as a laser. Precise. Used only when needed. And so very honed in on the audience that they can’t help but engage.
I’m not saying any of these tactics are wrong. I’m just saying that we need to THINK about what tool is right for the job. It’s not always the social media tool. And when it is, there are different tools to choose from. If you’re using a sledgehammer, some other things are going to get damaged that you didn’t want to – like your reputation and your brand identity. If it’s a saw, you have to be careful who and what you’re cutting. You get the idea.
And, the majority of the time, my money is going to be on the laser. Because it won’t be long before social media looks just like the first internet boom. Now EVERYONE has a website. How long will it be before everyone has a social media effort in place? And then we’ll really see which tools are effective.