Because it’s growing fast, it must be great?

In the context of social media, I’m seeing a lot of talk about how this or that is now catching on like nothing before.

Not long ago, reports began to appear that the business-to-business world is turning to online marketing methods and increasingly planning to invest in social media marketing. Just today, I read an article on how video is “the fastest-growing media platform in history”. And this in B2B.

What proof is rapid growth of anything?

When B2B’s are “planning” to “invest in” social media marketing, what does it really mean? To a cynic, it sounds a lot like “we have no idea what it is and how it’s going to work, but it’s fairly cheap, so what the heck, let’s put some intern on it and see what happens”. Or, in the case of video, if you start from zero and produce one video, you have an indefinite growth rate. Wow.

I’m throwing down the gauntlet.

First, I would like to see those who tout social media marketing as a panacea to companies’ slowing performance in a stagnant economy somehow proving that those B2B plans to invest in social media have a chance to live. Success stories, please — something on a larger scale than selling envelopes in bulk to the corner stationery store (which is essentially a single decision-maker market that works just the same way as the consumer market). Or even viable plans.

Second, I would like to see a credible model for B2B’s to successfully use video for marketing. I’m not talking about “live user manuals” or anything in that vein, it’s been done for decades already. Do you really see a CTO of a mid-sized company putting on his headphones, turning on the sound on his computer and watching an 8-minute marketing pitch? Please.

So, am I just hopelessly old-fashioned, ignorant, fixated in traditional marketing methods? Rip me apart. The  comment link is right below.

#marketing#social media

Leave a Reply

Your email address will not be published / Required fields are marked *