In many ways, 2011 was a fulfilling one for social media marketers/managers. Many companies finally “get it”-they acknowledge that social media is real and it’s not going away. The main social media platforms, led by Facebook, continued to grow. Twitter didn’t explode. Google launched Google+. Social content became a very big deal for marketers, and so on.
These are all important. But somehow it feels like we fell short, sort of like we marched to the 50 yard line of the big game and stalled. Some companies kept running the same plays, hoping for different results. Others tried Hail Mary passes.
After years of this, we still haven’t revolutionized the way we communicate as companies and/or come close to reaching our potential with social media.
As I’ve said before, we haven’t reinvented anything; we’ve mainly shoehorned social media into our corporate communications/marketing framework. We’re still doing everything the same, just in new channels, disguised as social media. (ex: “Give me 8 tweets this week” “Let’s shoot for 3 blogs a week, and make sure they stay on message”) (more…)