Connecting over Facebook does not mean a successful social media program

12/28/09 07:16 AM Filed in: #socialmedia

"We believe that 'connecting over Facebook' is similar to 'connecting over coffee'," says Alisa Jacoby, senior brand manager, Eight O'Clock Coffee Company. This is a quote from someone who, quite frankly, is clueless when it comes to integrating social media and business objectives. Does she really think that this is going to lead to more sales of their coffee brand ? How is helping people learn Facebook going to get more sales of coffee?

OK, I love social media but way too many companies are spending ridiculous amounts of money on social media without tying it back to business objectives. I really don't see how a video on how to use Facebook is going to get more coffee sales for Eight O'Clock coffee but then I know that everything marketers do today had better show up on the sales chart as an upswing.

A video on how to use Facebook could in fact be useful for some people who are on the sideline and want to catch the social media wave but are unsure how to do it. The real challenge for marketers is not only identifying the needs of consumers (value) to interact with the brand but to ensure that you can also integrate the business objectives. Way too many social media programs are great for engagement but don't meet business bottom lines and therefore are a failure. Too many marketing people think social media is going to save their brand when in fact it's just part of an integrated marketing plan.

Tags: Brands