More than ever, social media requires creativity

It’s pleasing that more professionals seem to be considering social media as part of the communications mix.

But I’m increasingly bemused by many of their efforts to see the changes that are happening in the industry in black and white money terms.  

Only this week, a representative of a smallish marketing company told me bluntly that blogs were dying – and therefore, were not worth considering as a communications tool.  He didn’t offer any evidence to support the assertion, which came at the same time as he was sprouting marketing assumptions based only on nothing more than a telephone sample of 500 people.

According to this gent, there was no way of making money from blogs, so they should be dismissed — and all faith placed instead in social networking sites like Facebook. Strangely, he didn’t explain how a communications mix centred solely on social networking would produce the goods – but I presumed that he would be willing to expound further if offered a consultancy fee.

Social media is dramatically changing the way our industry works, but it is a matter of selecting horses for courses when designing a communication strategy.  It isn’t black and white — and nor should it be.  And making it work requires professionals with broad thinking and creativity.  Sadly, I meet too many people in our industry who are lacking in these areas.

Ian