Back in November I confessed to being a networking junkie. My habit has gotten more addictive thanks to LinkedIn. Conversely, as a result of my engagement in Discussion Groups and Q&A, I am experiencing LinkedIn fatigue which I credit to social media hyperbole.
Disclaimer: Before becoming a Business Catalyst and starting my own company, I was classically trained as a CPG marketer by some highly respected Fortune 500 companies – Unilever, Quaker Oats and the Campbell Soup Company. In total, I have been marketing numerous brands/products for 27 plus years, primarily in the food business. However, marketing is morphing with the advent of social media. Candidly I am learning about these new tools, just like everyone else in the business universe since social media is constantly evolving, even as I write this post. However, it never ceases to amaze me when I engage on LinkedIn, how everyone claims to be a marketing guru and promotes their expertise, especially when it comes to social media. As I stated above, LinkedIn fatigue is setting in due to online social media hyperbole.
Let me share two examples.
• In my Philadelphia Group, an individual advocated the value of Foursquare to drive Retail sales. He indicated that McDonald’s ran a Foursquare promotion in April 2010 and witnessed a 33 percent lift in foot and click traffic for a total investment of $1m. Fact: McDonald’s only ran a one day Foursquare experiment at 100 select restaurants out of their vast empire of 31m plus restaurants. When I challenged his post, I fielded a “get your head out of the sand” comment, social media is the way to go, look at Coca Cola, Victoria Secret, Groupon, etc. Valid point, but we are not all Dell, Best Buy, Comcast, etc., I realized that some local business was going to read his dubious post and reach out to this self acclaimed social media guru for potential consultation based on McDonald’s success. For the record, when I conducted an archeological dig on Mr. Philadelphia Promoter, he had an impressive IT background, but had only been consulting in social media for less than 2 years. Social media hyperbole!
• When it comes to social media, I advocate that you need to work the platforms that work best for you taking the following factors into consideration: identify your community, develop relevant content, calculate your time management, etc. As a result, I have made Facebook a low priority. Because I am currently working on my Facebook strategy I posted a question. An event planner/social media consultant out of Boston provided me with her doctoral thesis on how Facebook has helped her business including her ability to track coupons redeemed that come directly from Facebook. My apologies, but I do not coupon and this individual has only been in social media marketing less than one year. Once again, an example of social media hyperbole!
Are you experiencing social media hyperbole? Please share your stories.