This blog is in response to reading a recent press release entitled "Expert Says More Than Technology Needed to Communicate Successfully" refer to: http://www.businesswire.com/news/home/20101027006516/en/Expert-Technology-Needed-Communicate-Successfully
In this release Robert L. Dilenschneider in an address to the New Jersey Communications, Advertising and Marketing Association states "You must still develop a compelling case with powerful words to reach your audience. Facebook, YouTube, and Twitter can't do it alone". He goes on to state "Cyberspace is cluttered with millions, perhaps billions of messages sent by tens of millions of individuals every second of every day hoping their story registers with those they're trying to impress". Those of us that have seen the birth of the internet and seen it transition from our own private Techie playground to the foremost communications vehicle for the human race would say this is stating the obvious. However, it is clear that for many this is a unique observation.
For Softletter, the home of metrics and benchmarks for the software industry, this observation helps explain why social networks being used for sales and marketing programs have consistently scored low in our satisfaction and efficiency surveys. Software industry sales and marketing have repeatedly ranked social marketing programs in the bottom five for effectiveness in marketing their products and services and as a source for marketing leads. When you consider the statistics as presented by Mr. Dilenschneider and consider the purpose and mindset of those navigating these social networks it becomes very clear why it is so difficult for a company's message to be seen, much less reach qualified prospects for the company's goods and services.
With the above said, I do still believe there is a place for social network marketing programs. There are many organizations that have had a great deal of success in using these networks to promote their products and services. It is just very important to understand their complexity, know you are competing with a flood of information, and learn to navigate these information channels like white water rapids. The point of the release and Mr. Dilenschneider's observations, that I fully agree with, is that you cannot rely on social network programs to successfully communicate to your target audience. Successful product marketing and lead generation programs must utilize a variety of vehicles to get out your message.
Randy Hujar - Softletter (www.softletter.com)