Hi guys,
I just wrote something at work that comments on social networking in general as the perceived "be all and end all" that I thought some might find interesting.
Corporate Communications and the Illusion of Social Networking
Many feel we need to be on each and every social networking platform, but nobody can prove that it actually shows a net gain in message uptake or conversion to action over the traditional web channel.
There is a powerful illusion regarding social networking (and new and emerging communications technologies in general) that needs to be addressed. It goes something like this:
- Participation on social networking platforms is essential to the successful distribution and promotion of information beyond the traditional website;
- The cost of social networking is so small that it doesn't require cost/benefit analysis;
- Non-participation means important audience segments are left out of communications efforts;
- Agencies that participate in social networking platforms are seen to be "with it" and those who do not are "missing the boat".
A few things to consider …
The number of social networking platforms is directly proportional to the amount of effort required to communicate on them. As the number of social networking platforms grow, so does the amount of energy needed to participate on them. This has real costs, in terms of both the time directed at communications for the social networking channel as well as the time taken away from the traditional channels.
As well, the number of voices on a given social networking platform is indirectly proportional to how well a voice will be heard. The more voices speaking, the more one must raise their voice to be heard. What is true for a crowded bulletin board on a lunch room wall is equally true for the social media platform - to be seen in a crowd, more energy is required to stand out. As more realize this and try to stand out, even further energy is needed to invent creative solutions to draw attention toward a message. The energy needs are therefore ever increasing.
It could be that social networking platforms actually cause a duplication of effort that only dilutes success in messaging. An entire industry has grown to help companies and governments make better use of social networking, often at the expense of focusing on current web channels.
People still use search engines and directories as their primary source to find information and Google is the most popular by far. In fact, the majority of users come to a corporate website through a Google query. If people need to find information, they will search for it. Therefore, all a website owner needs to do is ensure their content is accessible and optimized for search engines to crawl and index. Of course, it had better be relevant, up to date and accurate as well, otherwise a first visit may be the last visit.
The website is the only channel where an agency has total control on the signal to noise ratio. It can constantly be tweaked to increase focus on a given message.
Traditional methods
It is interesting to see the constantly growing perception that an agency must participate in social networking. But if the intent is to increase an agency's ability to reach its audiences, where are the calls to explore the more traditional marketing approaches that are known to have an impact on increased outreach, uptake and conversions?
For example, it is known that efforts directed at forging relationships with other related websites and offering cross promotion through exchanging links translates into increased traffic to a website and overall audience awareness of the website's presence.
If outreach and promotion are the driving force behind the perceived need to get onboard with social networking, then there is enough scientific evidence that traditional avenues need to first be exhausted before investments should be made in a new direction.
Traditional methods include, but are not limited to Search Engine Optimisation (SEO), web usability and user acceptance testing to ensure efficient user task completion and information uptake, enhancing the User Experience (UX), enriched dynamic content, content management and continuous improvement, direct marketing, indirect marketing, content sharing and syndication, outreach and education.
When applied to the current web channel, these methods have the ability to yield even higher returns than spreading one's energy out across multiple channels and platforms.
As well, if a business needs assessment indicates a requirement for dialogue or bidirectional communications with audiences, then the most appropriate environment to host such activities is within the sphere of control of an agency's dedicated web space. After all, that is where the content is.
Thanks,
Gonzo
