1. So, I’m guessing by this that your definition of marketing is way broader than mine?

    Because, by the definition you present here through the context you offer, we actually agree on lots of things (which is not terribly surprising).

    I didn’t specify in my post, but what I’m talking about in my post when I say marketing, is advertising-type campaigns aimed at selling stuff or increasing market share and run by the marketing and advertising industry. Mostly short term. Mostly with a particular product as focus.

    The approach I want to see more of in social media marketing is akin to the Harley-Davidson case study at HBR that I linked to. That’s real. That cares deeply about it’s community. That’s tied hard into overall company strategy. That’s about innovation and richness and a world of things that short term, opportunistic use of social media for marketing can never be about.

    I’m guessing, but could be wrong (it happens, often) that our divergent perspective is born of our backgrounds and exposure – me with a long career in government and private and yours with a lot more exposure to the marketing industry (I don’t think I’d met a marketer professionally until two years ago).

    And like I said, one person’s perspective. I want to generate useful debate.

    Stephen Collins’s last blog post..Social media? It’s not actually about selling anything…

      1. I changed “dodgy” to questionable – which is the word I actually meant/was looking for. 😛

    1. I don’t have a traditional marketing background either – I’ve built and managed massive online communities and now work with companies and governments to understand how best to connect with the communities.

      But inside or outside of marketing, I do think that people don’t understand that companies add a huge amount of value to their social network, if done right. There’s some negative generalizations floating about, without recognition that companies and government are part of the community, not outside of it.

      1. I completely agree with your second paragraph above.

        It’s the failure to recognise that all organisations are of rather than apart from community that’s spoiling the perception of social tools in parts of the business world.

        So, like I said, I chose a really narrow definition of marketing – about selling actual stuff (or convincing people to buy) as opposed to your broader definition which is (I gather) about convincing people of things and ideas (which I’d rather call change management).

        Stephen Collins’s last blog post..Social media? It’s not actually about selling anything…

        1. but .. but.. what about sports marketing? I mean, coca cola co-sponsoring Olympics? Is that marketing, change management or sales? What about all the marketing managers that don’t have a KPI of sales but of brand recall etc. ?

          I think you mean “Sales”. As in, “click on this link and buy my crappy e-book please.” That is definitely sales masquerading as marketing, no?

          1. Hmm…

            Coke and Olympics I’d say is defintely about sales.

            So yes, my definition is skewed to sales. For the purposes of my post.

            For the other marketing types with recall or message or awareness KPIs, I think big parts of their jobs are very different to sales-focussed marketing. It skews in those cases much closer to change and culture management. But that’s just my opinion.

            Debate is a beautiful thing.

            Stephen Collins’s last blog post..Social media? It’s not actually about selling anything…

  2. I think that promoting your brank on soicial networks is definately marketing. Whereever you can create a touch point with a customer is some form of marketing. How is it not marketing if you create an “interest spike” and reach several hundreds of thousands of page views. I have seen clients hit these sorts of traffic levels through targeting social media camapigns. It has done wonders for there online awareness and traffic levels.
    .-= Shout SEO´s last blog ..Hello world! =-.

  3. Hi Laurel,
    It was very interesting to read this blog. I loved that the sentence ‘Marketing is not Sales’. Also the way you look towards Social Media Marketing is totally different.

  4. I too have had the Marketing debate so many times I’ve lost track. My case is that Marketing is everything, affecting everyone, and everyone is guilty of Marketing to a certain extent. To me Marketing represents the communication of a message (any message) to a second or third party. How this message is interpreted is subject to the quality of the medium used as appropriate to the desired outcome. Much of the Marketing that we are subjected to on a daily basis is impervious to attracting our attention.
    The argument as to whether or not a specific use of marketing results in a sale or an expression of interest cannot be substantiated in the specific case of social networking but more on the groups as to whether or not that specific communication appealed effectively enough to the desired target audience.

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