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By Chris Blair

I’ve long been on the fence concerning the value of using social media to promote a business or non-profit. I certainly think if an organization can keep relevant information flowing, it can add value. But even when a social media site is well-maintained, using it for marketing is at best a shot in the dark since it’s difficult if not impossible to control who your message is reaching.

The biggest issue I have with a business or non-profit using social media is that it exploits the original intent of the sites, which in Facebook’s case, was as a means for students to stay connected and easily communicate. Unless a group is providing useful information or uses a site as a way to provide customer support, I think most consumers see the practice for what it is: a veiled attempt at selling something.

Of course most people are used to being bombarded with advertising and they realize that few truly non-commercial entertainment or communication venues exist. But there just seems to be something smarmy about an organization that tries to capitalize on what is mostly a social phenomena. In my opinion, the only way a company or non-profit can successfully use Facebook or Twitter is by providing timely, useful and relevant content. If they’re doing that, then social media can certainly be a useful part of a an overall marketing plan.

Here’s a nice article from Business Week’s website listing some of the myths of social media marketing: 

http://www.businessweek.com/technology/content/may2009/tc20090522_078978.htm

Filed under: Marketing, Online Marketing, Thoughts & Musings on July 15th, 2010