A Theory About Social Media Experts

If you've read this blog before, you've probably noticed that I have a bit of a problem with the over-use (and sloppy usage) of the term "social media".

In a nutshell, the Internet is inherently "social" (weren't e-mail, chatrooms, and discussion boards the first widespread uses of the Net?) and good marketing is also inherently "social" (great marketing is shared, sharable, parodied, copied, etc. and always has been). The idea behind social media is nothing new and often merely refers to the growing ease with which new tools let us work.

I have a new theory:

This term is being used as a synonym for Digital Marketing as a whole, and I think it's largely due to people who previously missed the boat finally jumping on board.

If you're a marketing professional, you can't simply admit that you've been ignoring or under-valuing the Internet for the past decade. And you'd look like a fool if you were to now brag about how you're embracing online channels. But if you position yourself as a "social media expert", well... that's a whole different story! You're on the cutting edge. You're pushing the envelope and embracing new stuff left and right.

Don't get me wrong -- there are plenty of true social media experts out there. These are people who understand the tools and have been actively evolving their skills and experience to the industry's current state.

As usual, though, the real experts are drowned out by countless others whose expertise is largely self-professed and often merely academic.

Next time you talk to a "Social Media Expert", ask them how they were using Digital Marketing in 1999, or 2003, or 2008.

Don't Bother

I've noticed a few sales lately, especially at the grocery store, where the savings are virtually nonexistent. "Regular price $1.19 a pound, now just $1.11"

I have to ask: Why bother?
Is the store really attracting much (any?) incremental sales from this? Are consumers really going out of their way to purchase the "special" products?

Even better, I came across the following promotion on a loaf of bread:

It's a little blurry, but the amazing promotional offer is a free toaster oven with 12 proofs of purchase, plus $18 shipping and handling. www.thinkbreadinstead.ca

I wonder how many redemptions they had. How many people:
a.) Even want a toaster oven
b.) Want that particular brand
c.) Are willing and able to save 12 proofs of purchase without losing them (and before the promotion expired)
d.) Are willing to pay $18 for shipping and handling
e.) Actually believe the "suggested retail price" is what they would have to pay otherwise

I could, of course, be completely wrong and this may have been an incredibly successful promotion. But it's hard to imagine anyone going out of their way to buy extra bread (or switching to this particular brand) in order to save a few bucks on a small appliance.

Shouldn't a special promotion offer -- especially one with plenty of marketing support -- be, y'know, special? It doesn't have to be the greatest offer in the history of the universe, but should be a little bit noteworthy and memorable.

(As an aside: I don't really get the whole "Think Bread Instead" promotion. Instead of what? How many people don't already consume bread as a staple? Are there really people out there who don't "think of bread" at most meals? Seems weird.)

Give Me A Sign

I think I've written about this before, but it's an ongoing problem:

Want to improve your brand? Put up a few informational signs.

I'm not talking about advertising or other promotional activities, but simple directions and basic information.

I attended an Olympic hockey game last night. The venue is set up very differently from when it hosts NHL games: all spectators are being funneled to a single entrance area, then go through security checks, then proceed to the arena. Besides being a stupid process (instead of putting 20 metal detectors in one place, why not put 2 in each of 10 different places?), its also quite confusing. Literally thousands of people were circling the building in both directions trying to find an open entrance.

The maps in the official spectator guide are equally confusing. One shows the location of each of the entry "gates" to the arena, but another only vaguely indicates where the security entrance is.

Because of street closures, this all results in the need for a long walk around the building, several city blocks away and often walking in what seems to the opposite of the desired direction.

Staff and volunteers were helpful and were directing people in generally the correct direction, but still faced a lot of questions.

Meanwhile, I kept asking myself "Why don't they just put up a few signs?". Even a basic cardboard sign proclaiming "This Way to All Gates" every block would have been useful.

Why are the most simple solutions so overlooked?

Of course, it's not just a problem with big venues and huge events. How many stores actually clearly indicate where different products are? How many smaller events tell you which way to go? How many construction sites tell you about road and sidewalk closures before you get right up to the closure? How many businesses give you useful information about where to park?