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David Avrin
Social Media, an "AND, not an "OR"
There has been so much attention in recent months heaped on Social Media and the act of "Social Networking." It has been called everything from the ultimate answer to customer engagement, to the final nail in the coffin of traditional media. The fact is that Social Media can be a great tool, but it is just one weapon in our vast marketing arsenal. Social media was never meant to take the place of traditional media, marketing efforts or actual face-to-face interaction in order to connect with our clients, prospects, partners, vendors and others whom we rely on for our success. It is an "AND" - not an "OR."
Just as we all get our news and information from mutiple sources, so do our prospective customers. We all read, watch, feel, touch and hear information constantly and from many directions. From television images, magazines pictures, and newspapers stories, to gossip from friends, articles online, tags on clothing and logos on storefronts, competition for the eyes and ears is fierce. The truth is that the mechanism is far less important than the message itself. Passionate, pursuasive, memorable and relevant messages should be effectively delivered over a number of communication channels - including, but not exclusively through Social Networking.
So while Social Media, when used appropriately and strategically, can be very powerful for a business (and the people in the business), it cannot be utilized at the expense of a comprehensive, pursuasive and persistant program to drive visibility for your business or organization and TRULY connect with your customer.
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