There are many conferences in a year I wish I could attend, but few lately seem as valuable as the latest Search
Then sometimes you get lucky, and stumble across a fellow student’s “really good notes” from the “lecture” you missed. Take for example a post on social media marketing (SMM) by Scott Clark. Here are a few favorites:
- SMM cannot be sold as a one-off service or “by the campaign.” Too many external variables mean you have to execute many campaigns over time to hedge your bets. To sell as a one-off service is to invite failure and client ill-will.
- Explaining SMM to clients is going to be very, very difficult. But those who have an inherent curiosity and willingness to participate will earn a strong competitive advantage.
- To succeed in social network marketing, plugged-in individuals who know the “tribe’s habits” will win. 20-year PR veterans need not apply if they are still in the mindset of the press release or are unwilling to spend time participating before promoting. Plenty of people have got in trouble.
- There are a lot of really smart people in SMM. Compared to other forms of marketing, the growth and opportunity aligns with trends towards authenticity, word-of-mouth, and making up for short consumer attention spans.
- SEO/SMM are joined at the hip for many things and a link building effort can stack up dozens if not hundreds of authority links — but direct-click traffic itself, independent of the SEO/link advantages, can be significant.
For all the reasons above, this one is my favorite. He states that for the most part, “Advertising agencies don’t get it.” Got it.
Thanks, Scott, for summarizing so well.