You will know you’ve graduated beyond the superficiality of social media marketing when you shed the “social media” label from your thinking. Certainly, I’ve built a nice reputation by talking a lot about social media in the last few years. But social media is a small part of what will drive customers to buy or try, think or say.
In our book, No Bullshit Social Media, Erik Deckers and I playfully talk about the hippies and tree-huggers — the social media purists — who think social media success is best measured by how warm and fuzzy your warm and fuzzies are, and how many times you get to sing “Kumbaya” with your customers. Granted, there’s nothing wrong with warm and fuzzy or “Kumbaya,” but neither make social media marketing successful.