Social Media Marketing is about the Social, Not the Media

social media developers

Social media platforms are tools. Social media platforms are software. There are other tools and software out there. There will be better tools around the corner.

Twitter doesn’t matter. Facebook doesn’t matter. LinkedIn doesn’t matter. Blogs don’t matter. They all just help us get a little closer to what we really want.

  • What we really want is the truth.
  • What we really want is to trust.
  • What we really want is to understand.
  • What we really want is friendship.
  • What we really want is help.

This month is a HUGE month for one of my good friends in technology. He’s moving his social media company from Indiana to California. He’s going to be embedded in the heart of The Valley with some of the other sharp minds that have grown their social media applications explosively. (Yes, I’m a little bit jealous).

The application that his team built is simple (so is Twitter!) but it gets to the heart of what people really want. They make it easier. The platform is simply the means to get to the social part. I’m not underestimating the incredible talent and imagination it took to launch such a cool application, there’s no doubt. But the popularity is because of what the application enables. It enables a social engagement we’ve not seen yet.

I educate clients and customers about the technology so that we can fully leverage it and maximize their social impact. So, when clients ask me, “How do I get more [insert followers, fans, subscribers, buzz, retweets], I’m always a little put off. If your company is not a social company, if you don’t care about your clients, if you don’t write fantastic content, if you don’t have a great product, if you don’t have special people, if you’re not remarkable… then the big numbers won’t do you any good.

I keep saying it…. Social media is an amplifier. If you have nothing to amplify, then the biggest amplifier in the world won’t help! Stop searching for bigger and better social media experts to keep building bigger and better amplifiers for you. It’s what they’re amplifying that makes the difference.

It’s the equivalent of someone who can’t sing asking us to fill a stadium. After we fill the stadium, then what? If you can’t sing, we had no business selling a single ticket! Folks like me can get people to show up to the concert… then it’s your job to put on a heck of a show!

So… quit asking me to get you more if you can’t handle the ones you have now. If your 500 followers aren’t doing business with you, then how is getting you 5,000 more going to improve your results? Here’s a tip… it will result in ten times the impact.

Ten times zero is zero.

Some day Twitter won’t be here, Facebook won’t be here, LinkedIn won’t be here… and we’ll be working with newer channels that may continue to make things just a little bit easier. Those new media platforms still won’t be able to fix the core issues challenging your strategy, though. Let’s fix those first.


  1. 1

    As the popular phrase say “If you fail to plan, you plan to fail”. What I mean is, you cannot have success on social media and business if you don´t have a well shaped plan to monetize your efforts. I liked when you say “Social media is an amplifier”, I completely agree with that!

    So my advice is, plan your social media strategy, build strong relationships and increase your conversion rates!

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