A Social Media Plan Does Not Make A Marketing Plan

I’ve written about the benefits of social media for start-ups and challenger brands plenty on this blog over the last year.  I’m a big believer and personally use and encourage early stage companies and small businesses to put social media to use on a daily basis.  There is no doubt  it has forced marketers to change how they think and approach the marketing mix.  When put to use properly it is a way for challenger brands to get a leg up on the competition.

Several times over the last few months I’ve heard from some start-ups and early stage companies that are betting much of their future success on the power of social media.  In many cases I  believe they may be over-relying on social media.  They talk about going “grassroots” and being “viral”  and “authentic,” and significantly decreasing their paid ad spend.  It all sounds great on paper, but I have to ask myself  “who is going to care?”  It is great that you have 700 Facebook fans, and 4000 followers on Twitter, but that does not make a market.

I believe a Social Media strategy should not replace anything in your current marketing plan.  You need your marketing mix to create awareness, leads, prospects, and customers and your Social Media plan should enhance and add to the effectiveness of all these efforts.  It should be put into place to create conversations and transparency through-out the purchase process.  It builds trust and customer service.  When it does create new leads, referrals, and awareness (and it will eventually) I think of it as icing on the cake and an investment in your brand that pays dividends.