Social Media the Elephant in the Marketing and Communications Room

We now live in an era where the communication and marketing landscape has been completely turned upside down in both the public and non-profit sectors. Social media has become the elephant in the communications and marketing room and many people who work in communications and marketing are overwhelmed with the changes that are taking place. Personally, I spend many hours keeping up with the innovations that are happening in our field. Sometimes I feel that the tsunami of information is overwhelming but as a consultant you absolutely need to be on top of your profession.  Let’s look at what’s happening out there

There are over 200,000 new blogs being created every day. Bloggers publish over 1.6 million posts per day, or over 18 updates a second[1] . Facebook has surpassed 500 million users! Linked-In is now the world’s largest professional network, with over 75 million users. Twitter, a real-time, public, short messaging platform, is used by well over 150 million people worldwide. There are more pod casts in the world than there are radio stations. The variety of topics covers every niche imaginable. What’s more, the widespread adoption of geo-tagging and location-based mobile services is slowly making the concept of privacy extinct in exchange for just-in-time convenience.

So what do a marketer/ communicator do with all of this stuff going on? Before you consider getting into the social media game in any major way a certain mindset shift has to occur within your organization that caters to transparency, collaboration and participation. This crucial part of the process is all too often being ignored. Instead, organizations are jumping into tactics thinking that social media is merely just another communications channel. That’s a big mistake!

The amount and quality of tools and applications is growing at an incredible pace. This leads to many skeptics not wanting to invest time in any particular tool in case it’s obsolete by next year. However, if this is your thinking then you’re missing the point. By engaging in social media, you’re not investing in the tool, you’re investing in the people behind that tool (i.e. building genuine relationships).  People are real and they are here to stay, no matter which platform they’re using down the road

There are many major changes in the world of marketing and communications, however before public sector and non-profit organizations start developing social media tactics it is important for them to ask some fundamental questions such as: What are the key issues that we are trying to address by engaging in social media? Which channels make the most sense based on our target audience? What is the relevant existing conversations already taking place? How are we going to measure performance? What is our existing digital footprint?” and “How can we get engaged in this new digital space of social media before we become obsolete?”  Too often we see public sector and non-profit organizations launch into social media without first having a strategy developed. Now, you would think by now   marketers and communicators would know that it is important to develop a comprehensive communications or marketing strategy before engaging in tactics. But many organizations are becoming so enamored with social media channels like Facebook, Youtube etc. that they forget that strategy comes before tactics. In addition many organizations are not integrating social media with their traditional marketing communications activities.

To learn more about social media marketing check out Public Sector Marketing 2.0 – Fresh insights on government, association, and non-profit marketing in a Web 2.0 world

Also considering taking  a social media marketing course. Go to the following links

Link 1

Link 2

Link 3

Also we have included social media marketing into our Professional Certificate in Public Sector and Non-Profit Marketing.


[1] Technorati, 2009

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