I hate social media because it never ends.
I preferred traditional marketing where you understood your timeframes. You were able to put together a campaign (it sounded a lot like a war!) to promote your product line and that campaign had a beginning, middle and end. You did a bit of whizzy creative development, bought ad space or printed a brochure, and sat back and waited for the phone to ring. Beginning, middle and end. Brilliant. Granted, you were never really sure who your audience was or if your messages were actually reaching them, but at least you had your weekends free.
I hate social media because you can’t control the message.
I preferred traditional public relations where you decided what information was pushed out and who got to see it. You buy some journalists lunch and then told them what was interesting and why. They wrote a story about it (using your words) and you sat back, collected clippings in a scrapbook, and waited for the phone to ring. Message sculpted, delivered, controlled. Brilliant. Granted you never really knew what people thought about your message but then again you didn’t really care; it was your story so you got to decide what was cool about it. And, you had your weekends free (and lunches on expense account!).
I hate social media because  there’s no big bang.
I preferred the buzz and hype of big publicity stunts. You made people laugh or jump and talk about the stunt you pulled. You filmed it, took photos, and got it on the news and in the papers. Brilliant. Granted people often couldn’t remember anything about the company or product behind the stunt. But, of course, you had your weekends free (and you sometimes got on TV!).
I hate social media because you have to spend some time at it. You have to be connected and genuine. You have to get to know people and listen to them. You have to help people and add value to their lives.
And, most annoyingly, customers seem to want this sort of connection these days. They prefer interaction, real engagement, and knowing about you and your products or services to the streaker running through Times Square with your logo painted on his chest or the wacky cartoon bear we just developed to be your new brand mascot.  The old tricks don’t work very well anymore. It’s all so frustrating. What’s a grumpy old marketer to do?
Photo by cowbite
