Does filling your car’s gas tank with gas, qualify you to be a mechanic? Just because you wear clothes are you a fashion designer?
Yet Marketing Sherpa‘s recent study shows that two-thirds of marketers who work for “organizations that have not used any form of social media marketing or PR”, consider themselves knowledgeable on the subject. Does creating a profile on Facebook, tweeting on Twitter, or reading and commenting on blogs REALLY qualify you to be the social media marketing expert in your company?
Marketing Sherpa states, ” Clearly, there is a disconnect between personal exposure and professional ability that is unique to social media. And this disconnect is one of the most critical dangers to the successful adoption of social media as a marketing strategy.”
This was confirmed in MarketingSherpa’s Social Media Marketing and PR study where they found that the “lack of knowledgeable staff” was the most significant barrier to social media adoption. When making the initial jump into social media, many organizations start by delegating responsibility to the first staff person they find with a profile on Facebook or LinkedIn since very few people have any level of practical experience in this new strategy. The result is usually a marketing program pre-destined to failure.
Marketing Sherpa suggests that a better approach to adopting this strategy is to seek the advice of an agency or consultant specializing in social media if no one within your organization has proven experience. mRELEVANCE certainly agrees with this! Our team has spend a lot of time rebuilding social media tools and reworking strategies that missed the mark in the past year.
We understand what works and what doesn’t in social media. Our team is here to help you plan an effective strategy, train your internal staff and supplement your staff with the specialized skills needed to execute social media programs successfully. When it comes to social media marketing, an investment in expertise will insure a rapid return.