This just in: If it looks too good to be true, it probably is!

Posted on | July 28, 2010

This could also go under the ‘if it looks like shit and smells like shit – it’s probably shit’ heading, but hey, I’m trying to clean up my act a bit (and my mother tells me I curse too much anyway).

Onwards and upwards.

I’ve been asked to speak about Social Media at a couple of business events later this year. What’s funny about that is this: I’ve been asked because I normally present the complete opposite view from all the so-called social media gurus out there. And I can see why. I listened to a guy speak a couple of weeks ago, and he was basically insistent that social media is the area ll businesses need to focus on. A not-so-subtle byline to his message was – if your business isn’t concentrating on social media….you will suffer tremendously.

Sometimes that’s true. Social media can be a very effective tool. Or should I say, there are a lot of very effective social media tools out there. These tools are like any other tools. They work extremely well for some jobs…not so well for other jobs.

(the metaphors write themselves, really. Hammers & nails come to mind immediately)

Coming back to my point: Not all tools work for all jobs. There is no golden ticket and Willy Wonka doesn’t actually exist.

Marketing casts a wide net. It needs to. And underpinning everything that you do has to be a solid understanding of what you’re trying to achieve, where you’re trying to get to, and what the best tools for the job are.

It’s a bit of this and a bit of that.

It’s a combination of things.

If someone tries to tell you that this is the one thing you have to concentrate on, and it will be the thing that makes your business, it’s probably too good to be true.

At this moment in time, this is particularly applicable to social media. At one of these talks, the current ‘guru’ was talking about how businesses need to take advantage of Facebook. (to which I say: potentially true, but not always) He talked and he talked and guess what? His business has a Facebook page with about 24 fans. Mostly friends of his. Now I ask you, does that seem like a good resource to spend time on? Do I need to answer that? (hint: no)

When I develop a marketing strategy for a company, I look at all areas and all opportunities. Nothing is prejudiced against and everything is valid until it’s been argued against. Direct mail? Sure! It’s hugely effective for some businesses. Telemarketing? Absolutely! We’ve had brilliant results. Social Media? Definitely! you just have to pick the right tools for the job.

Pick the right tools for the job. My old shop teacher would be so proud.

- j

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