Mashable Marketing Director Takes on Social Media

By iCopy Blogger, Senior Social Media Analyst and Movie-Meltdown Expert, Alex Dalenberg

A couple weeks ago, Todd Wasserman, marketing editor for Mashable, posted this share-worthy takedown of social media marketing – Let’s Face it: Most Social Media Marketing is a Waste of Time.

Read the whole thing. It’s worth your time, especially if you’re tired of the usual social media evangelism that floods your B2B Twitter stream.

Basically, the point Wasserman makes is that the importance of social media is way overblown for marketers and needs its own Jerry Maguire moment. You know, when Tom Cruise gets mad at his seedy sports agency and decides he isn’t going to take it anymore.

And Wasserman’s not the only one pointing this out. A study from IBM, which he cites, shows that Twitter generated zero sales referrals on Black Friday.

My personal favorite piece of social media analysis gleaned from Black Friday: most people were tweeting about long lines. Now that’s some serious brand insight.

Among Wasserman’s more salient points were a few that I heartily agree with:

  • You can’t buy “likes” anymore.
  • The level of engagement from your followers is much more important than your raw number.
  • And your social media efforts mean absolutely nothing if you’re not offering a quality product.

Take it from us: We write and edit the heck out of everything iCopywriter clients assign – but there probably isn’t a case where sterling grammar saved a bad business model.

But there is one point Wasserman makes that I think is up for debate. You’re not a publisher, you’re an advertiser, he says.

I’m not so sure. In the literal sense, yes, you are promoting products and services with your content. But from a nuts-and-bolts perspective of what it takes to do that online, you face the same challenges that print and online publishers do everyday:

  • How to create clean, compelling content that reflects well on your business.
  • How to keep that content updated on a regular basis.
  • And, most importantly, how to find the people who can make that happen.

How much time, energy and money you invest in social media and other forms of content depends on how you measure ROI. That’s going to be different for every firm. You might say the right response to social media is also from Jerry Maguire: “Show me the money.”

But from our perspective, businesses are cranking out more text than ever before. Like everything else your business does, it needs to be quality.

[Editor's note: I resisted the urge for a shameless self-plug in that last line...well, almost...]



Does Your Brand Need a Social Media Mascot?

By: iCopywriter Blogger, Kimberly Crossland

Social media is all the rage in today’s marketing world. It’s free (and who doesn’t love free), it takes only as much time to implement as you put into it and if you create amazing content that people love, your fans do all the work for you.

Sounds easy enough, right?

But there’s more to social media marketing than meets the eye. While it is truly easy, and gives many brands the legs they so desire through viral sharing of their blogs and articles, it is also seen as a platform for people to converse, instead of be sold things. Companies are inherently seen as trying to sell their product or service, which of course they are. But the way in which they go about this on social media has taken a unique and fun turn for marketers.licensed inflatables

Now, companies are using actual personalities to brand themselves. Instead of a logo, people are “friending” a familiar face. It personalizes a corporate entity and can be the easy fix to getting potential customers to work with people instead of large, intimidating enterprises.

Here are a few examples of company personalities on social media that you have most likely seen:

  • Flo’ from Progressive – Her bubbly personality on the television commercials and radio has spilled over onto the Progressive page. Now, fans of Progressive get their chance to get a quote from the ever-excited Flo, who is so clearly passionate about saving you money on your insurance.
  • The M&M family – Every color has its own personality, which we have come to know and love over the years from advertising. Now, on the M&M Facebook page, fans can interact with these beloved characters. Most recently, Ms. Brown is authoring posts with her now well-known charm and sass that the nation seems to love.
  • Dos Equis Most Interesting Man in the World – This is naturally a personality that anyone would love to have, and one that has caught on rapidly. The brand entertains its fan base with information about what this man can overcome simply by being amazing. And more than that, fans put up their ideas of what the most interesting man in the world can accomplish. The character is engaging and memorable for the next time they are out at the bar or buying drinks.
  • Planters Mr. Peanut – The brand has chosen to use its classic top hat-wearing, sophisticated peanut as its social media mascot. From the small peanut point of view, Mr. Peanut happily entertains fans with his information and wit about all things from golf to contests.

Personalities and mascots bring out the fun behind a brand and allow companies to create voices of their own that are unique. Memorable and fun, this is becoming the hot way the social media world is headed to encourage engagement.

What are you doing to promote your brand on social media?

Have you checked out lately?