No Use in Walking with the Bulls

May 22, 2009

If you’re typically courting clients under a cloak of secrecy – for example, if your clients demand proprietary restraint, or if they are well-known, well-endowed or well-heeled…

If you provide a service geared toward those who typically don’t use computers…

If you’re bound by regulations (see: insurance, health care and public service industries)…

If you’re only interested in offering coupons, and not in creating a conversation…

If you have no one dedicated to working the wires or keeping track of mentions…

Most importantly – if you’re only interested because it’s the cool new thing, and not because it’s the right thing to do…

…there’s a good chance that social marketing might not be for you.

Let’s be honest. While social marketing is a valuable marketing tool, it’s not the only tool. Contrary to rumblings on the Internet, print, broadcast and traditional Web marketing aren’t dead – but they certainly can’t be relied on as the only marketing source.

Just as social marketing can’t be relied on as the only marketing source.

Today’s marketing landscape demands not a plan, but a web – a full-out interconnected brand development that reaches from one medium to another.

One strand in that web is social marketing. But if you’re not going to do it right – if you’re not going to keep up with it, and if you’re targets aren’t going to recognize the value – sometimes you simply need to step back and let it pass.

In other words, either grab the bull by the horns or think about vacationing someplace other than Pamplona.

By Corey

Filed Under Technology, Marketing, The Process

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