‘Why social marketing doesn’t work’ said the tweet, offering a link to follow. Of course I had to see what that was all about.
Is social marketing only about going viral?
It would follow, if you think that social marketing is all and only about going viral. Clearly if marketing is about reaching as wide an audience as possible and having the desired effect on them, then a campaign that goes viral will do that (as long as it does have the desired effect, and not the opposite effect to that intended). But you can reach new people without going viral. Not as many, not as quickly, not as publicly, maybe; but does that mean there’s no point?
Why repetition in your marketing is important
Use social marketing to strengthen existing relationships
Finally, even if you never win a new customer through social marketing, what about maintaining relationships with the ones you already have? Or with other targets for marketing activity: partners, for example, or the press? Marketing isn’t just about creating new relationships; it’s as much about strengthening the ones you already have. That’s surely where social networking comes into its own. Especially if that’s how those you’re trying to communicate with want to engage with you.