“Don’t. Use. Facebook.” A terse yet striking definition of effective use of social media in three sentences.
Further guidance comes from a longer but still direct statement: “Social media is good in consumer driven companies in certain demographics. People think every industry needs it and it isn’t true. It is overrated in many circumstances.”
These and other insights came from members of the SPS LinkedIn group this month in just one of the many ongoing debates.
Another member wrote that “Creating an effective social media strategy or campaign is still a marketing exercise, so effort spent here distracts from marketing effort that could be expended elsewhere. And the effort required in mining social media input metadata to enable the effective analysis of a social media campaign is frequency underestimated. Just because Facebook can be free (although frequently isn’t for corporates – Facebook is a corporation too, after all), doesn’t mean it’s an effective marketing tool in all situations.”
In a nutshell, good use of social media “accurately targets the key demographic; makes participation an enjoyable and rewarding experience; and promotes the product, service or cause concerned by blurring the line between work and pleasure,” concluded one contributor.