‘Social media are just tools, just like a phone or a website. Ultimately, it’s about sharing information, interaction, connection and making personal contact.’ After 222 pages about social media, I stopped reading the ‘In Conclusion’ to let the words sink in. Social media as an enrichment of your communication mix. I can see many as one of the important tools for digital marketing communication professionals salivating at the idea. ‘Even more interaction with our customers. Mmm, delicious.’
We saw how WhatsApp
destroyed the SMS business model of telcos all over the world. WhatsApp also caused people to send less emails. The rise of social media now seems to give this traditional medium a big boost. Because of the smoke around all the social hypes, few marketers seem to see this.
The question is whether you should want it. To be reachable, to be in conversation, to post, to react, to webcare . The question is also why you should want it. For your image, because your customer wants it, to have more likes than your neighbor?What was social media
Hype and hope
The book that is now before me is complete, very complete. But it dies like a beer in a glass washed with too china numbers much soap. Writing a book about the usefulness of the telephone or a website, you have to be in the mood for it. My point here is absolutely not to criticize colleagues (I would be proud of such a choosing the wrong communication channels complete anthology myself), but to distinguish between hype and hope.
