Conversations on the topic of social media are everywhere and everyone seems to want to get a piece of the social media pie, especially advertisers. Todd Defren posted a summary of the conversations he has had with various advertisers he has met with regarding social media in his blog post “Is Social Media Too Boring For Advertising Industry?” on his blog, PR-Squared.
In these conversations the overall attitude from the advertising executives was that they love social media for the fact that they can start conversations and get “fans” for free. However, when it comes to actually following through with these conversations that they started, that is where they seem to lack.
Advertising executives enjoy the free publicity that social media can bring, however they believe that they do not have the time to continue on the conversations that they started because, “that is not what they do.”
Advertisers are there to make their product known, sell it, and make lots of money, not necessarily to communicate with those who are supporting and purchasing the product or service that they are advertising.
In Defren’s hypothetical conversation, the “PR Guy” says that he gets that the relationship building part of social media seems mundane to advertising executives whose job it is to focus on the numbers and selling. However, isn’t relationship building and networking what social media is all about?
When the creators of Facebook and Twitter were building their social media websites I highly doubt they were thinking that their website would be a great place for Sprinkles Cupcakes to advertising for free.
In my opinion advertisers should be willing to have a member of their team dedicated to carrying on the social media conversations that they start. I think they might find that what they started could become more successful if they actually follow through with it.
This leads me to my question, if advertising executives are not willing to carry on the conversations that they start on various social media websites, should they just leave social media to public relations practitioners? Also, could social media be a tie that could link advertising execs and PR practitioners together as members of the same campaign team?