This article was originally published at The Daily Blogma (www.dailyblogma.com).
July 19, 2011
David J Dunworth O. C. E.
So tell me, do you have social-marketing expertise? Think you have what it takes to claim “subject matter expert” in the social media space? These types of survey questions are asked all the time, and the responses usually hint at a white lie, although you can’t tell the respondents that. Survey results, such as those published recently in SmartPulse, published by SmartBrief, tell a tale that is quite revealing, albeit probably not totally accurate.
Here’s the Results to the survey posed to SmartBrief readers.
Student — I’m learning a lot about social marketing, but I’m not field-tested
Solid — I’m putting my social skills into practice, but haven’t seen results
Strong — I’m able to apply what I’ve learned and see results
Stellar — others turn to me for advice
Struggling — I’m not so sure I understand social marketing
Still in shock — I just learned about this technology last week
Graphic courtesy of Smartbrief.
This is a bit different from the results of just a year ago, which highlighted some more confident responses, as:
2010 SmartPulse Survey on Social Media
Student — I’m learning a lot about social marketing, but I’m not field-tested — 28.57%
Strong — I’m able to apply what I’ve learned and see results — 25.97%
Solid — I’m putting my social skills into practice, but haven’t seen results — 22.40%
Stellar — Others turn to me for advice — 13.31%
Struggling — I’m not so sure I understand social marketing — 8.44%
Still in shock — I just learned about this technology last week — 1.30%
What’s so different? You tell me. Did the survey find a totally different base of respondents, or did respondents suddenly get more honest, or is it something else? Was the “newness” of the concept thought to be the magic cureall or panacea to marketing woes that proponents chose to brag to their clients and potentials about their individual expert status to gain new business?
My feeling is, people tend to think they understand social media, but there is so much happening in the space that users are struggling to keep up with the advancements in effective usage. I also feel that users haven’t quite figured out the REAL ROI on their time and efforts versus financial or other tangible returns.
There is so much happening in social media, social marketing, as well as marketing in general that everyone is peddling as fast as they can to stay on top of the advancements. We entrepreneurs and business owners, as a culture, are so overcome by technology that we tend to think anything is easy to master, and therefore speak with confidence, regardless of the truth.
If someone were to delve deeply into the vast array of social media and social marketing sites, they would find an answer for almost any challenge. Whether it truly is a solution, or merely mirrors a solution of some kind it yet to be fully determined. In other words, the jury is still out on many of them, including sites like Linked In, Groupon, Twitter and the like. But that’s another article all together. I apologize for diverting and beginning my rant. Back to the topic.
Apple boasts more than a half-million apps in their store, with throngs of new applications being created by the day, with no end in sight.
There is no shortage of social media platforms, tools, apps and device add-ons that it is no wonder to me, the results have diminished over the course of the past year. Look at what is happening to the technology we are all inundated with; everything from smartphones to tablets to video email to video conferencing to, to, to, you name it. Just thinking about it all makes me stutter.
While most will agree that there is a viable return for the time investment into social media marketing, it is still a relatively new concept for some. To capitalize on the phenomenon known as Social Marketing Expertise, you had better get on the bandwagon. Time’s a wastin’.
Where do you fit on the survey? If you’re uncertain, you just might be behind the trend.
Hang in there, my friend. There’s more technology heading our way!
David J Dunworth is an internationally acclaimed author and presenter on the subjects of business, focusing on the entrepreneurs and emerging enterprise arenas. He is the CEO of TeXT-Icon Mobile Marketing Communications (www.text-icon.com), an international text and video communications firm offering affordable and bleeding edge technologies for marketing.
For complete contact information and links, text the word “texticon” to 90210.