Is social media optional for marketers?

The new director of BBC Global News, Peter Horrocks recently warned his staff that “it was important for editorial staff to make better use of social media and become more collaborative in producing stories.”

“This isn’t just a kind of fad from someone who’s an enthusiast of technology. I’m afraid you’re not doing your job if you can’t do those things. It’s not discretionary.”

He also said ‘If you don’t like it, if you think that level of change or that different way of working isn’t right for me, then go and do something else, because it’s going to happen. You’re not going to be able to stop it.”

Strong words, but I feel his views reflect the new realities of the digital economy.

I’ve been talking to a lot of very senior marketing and advertising executives about social media and how it is affecting their industries. Surprisingly, most appear to be resisting or ignorant of social media. It’s like they have decided to opt-out.

A small number even express loathing towards users and advocates believing they are undermining their traditional marketing and advertising business models through shifts in the way people connect and use technology.

For professionals whose career supposedly depends on having a grasp of communicating with people, I find these attitudes strangely shocking.

Like in the industrial revolution will people opting out of social media suddenly find themselves unemployable since they can no longer compete with people with relatively less experience, but who are digital natives?

Your thoughts please…

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2 Responses to “Is social media optional for marketers?”

  1. My Say Says:
    February 18th, 2010 at 10:20 pm

    I think this discussion relates to your previous article highlighting the reluctance of CEO’s to participate in frequent input social media. I also think that their now needs to be a split in mindset between a positive, effective web presence (a good website) and active social media (e.g. twitter). If large company, such a mining company has a good website with a strong SEO component to it I would view that they are doing an adequate job with their online marketing practices. I certainly would not expect someone like the CEO of BHPB to update us on Twitter. At the core of it, websites are now automatic for almost all businesses. Due to the nature of our economy, for many of Australia’s largest companies social media would have no impact on bottom line sales. I think even the most traditional company would agree that they need a website but I would be surprised how many ASX listed companies senior managers would have the time to be constantly adding things on Twitter. I also would suggest that corporate governance relating to confidentiality limits them.
    In my role I am not able to add anything on social media sites relating to the work I do for my company yet I am in the marketing department. Even if I could I rarely have the time. But if I was in the marketing department of a consumer-focused industry then I agree social media should be part of their marketing mix.

  2. Gordon Whitehead Says:
    February 22nd, 2010 at 12:58 pm

    I disagree.

    Social media is about connectivity, collaboration and community.

    A company such as a mining company still has to connect and build a relationship with different people and communities. Communities such as staff, politicians, business customers, journalists, industry experts etc…

    Your CEO and marketing department should be doing that NOW!

    In the analogue world – its called staff meetings, trade events and business networking, public relations and business development, etc…

    In the digital world – the above is now call social media. Its at a fraction of the cost, available 24/7 and real-time.

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