from Forbes.com
By Christa Carone
Each morning when I'm hit with the news alerts from
marketing publications, I find myself sifting through the clutter
of social media stories. Most read like a deja vu from
yesterday's news: "How Facebook's Geo-Networking Will Change the
World." "How to Tweet Like Ashton, Meet Demi in
Cyberspace-and Save Your Brand."
Yes, yes, we get it by now. Social media is
here. It's here to stay. If you want to be in the game,
you better come to play. To me, the the rhetoric is getting a
bit tired, even while the social media landscape continues to
evolve.
That's why I was pleasantly surprised to see this
headline pop up in the AdAge alerts today: "Overeliance
on Social Media Will Damage Your Brand."
Written by Marc Brownstein, whose agency has spearheaded some
social media initiatives, it is a refreshingly candid and credible
take on the exaggerated exuberance companies have for social media.
And, it got my attention for being spot on with a sensible
strategy. It's one that all marketers intuitively know but
too easily forget when attention shifts to the latest trend.
Sometimes it's ok to take a refresher course in
Marketing 101. Marc Brownstein offers the Cliff Notes
version. Let's make it mandatory reading. Ashton can
wait; read this first.