The gig is up. Social media was fun, trivial, and entertaining. Web celebrities were created out of nothing–nobodies full of energy and passion. But, now the big companies are moving into the space and trying to figure it out. They want to “scale it.” They want it to have an “ROI.” This is why big business is having trouble making social media work.
The natural reaction to any innovation is to give it a place, a function, a box in the org chart. That is precisely what they have done with social media. And, most got it wrong…
Social media is not a marketing thing. It is not a strategy thing. It is a sales tool!
Now I am not discounting marketing folks and the great work they do. However, putting social media ROI in the marketing department is a recipe for disaster in your online community. Marketing tactics will frustrate, anger, and alienate your community. They will broadcast, message, and spam away your affinity relationships.
Social media is about listening for opportunity, building relationships (one at a time), and mobilizing a community for action. These are all common themes for sales people. Marketing broadcast messages, but sales people make relationships (at least good ones do).
Social media requires consistent participation, expertise, and immediate action when opportunities arise. I am not sure this is possible in your traditional marketing department. I do think that it is in the interest of each sales person to care about and engage his or her marketplace.
I can be debated and convinced otherwise. What do you think? Where does social media belong? Who should be accountable for its ROI?
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Tell me what you think. Follow me on Twitter: @billrice
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