It's Time To End Social Exceptionalism

Today, social media is part of nearly every marketer's strategy: More than 90% of the marketers we survey are already using social tactics.

But the sobering reality is that nearly a decade into the era of social media, more social marketers are failing than succeeding. Why? Because of a problem we call “social exceptionalism.” Rather than regarding social media as just another marketing channel, marketers act as if social is somehow unique:

  • Some treat social media as an island. Too many marketers never connect social to the rest of their marketing programs. But social messages that don't match the rest of your marketing program are unlikely to contribute much value.
  • Others ask social to carry the weight of the world. No matter how social your audience, no one channel can shoulder the load of an entire marketing program on its own — as many marketers ask social to do. Successful marketing always relies on finding the right mix of platforms and tactics.
  • Most use unproven metrics to track performance. Marketers have moved past tracking only fans and followers — but few have gotten much further. Too many measure recently invented metrics like "engagement," and too few track the brand impact or conversion rate of social programs.
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