{Note:  This entry was recently published by Zephyr 47′s CMO Brian Hansford on his personal blog here.}

Recently I had a very interesting meeting with a new B2B Zephyr 47 customer in the Puget Sound area.  This company recently engaged with a pure social media consulting firm which revamped the company’s web presence and implemented a social media marketing strategy.  I do believe the company’s web presence is nice and the social media tactics are manageable.  As much as possible they build their blog and Twitter account which should ultimately help a bit with SEO.

Here’s the rub and our customer said it best.

“I’m not seeing the needle move.”

The agency who consulted and led the social media marketing engagement with this company didn’t set expectations properly and focused exclusively on inbound marketing.  Additionally they didn’t implement a true demand generation program.  Also, the agency created more work for the customer through the use of peripheral tools which took away from sales and operational details.  The social media marketing effort appears to have been sold as a silver bullet solution to replace sound practices in demand generation and sales.

Social media emotions and swirl are redlined now.  However business still operates on the principles of ”creating customers.” Social media marketing is NOT a silver bullet and does NOT replace focused sales efforts and demand generation marketing.  For the right business in the right scenarios they are potentially complementary.

Now before the fanatics and activists get twisted panties, think about our new customer’s statement. THE NEEDLE HAS NOT MOVED. The web presence looks good but it has NOT made any difference in sales over the last 12 months.  This is where the social media “guru’s” and “ninja’s” have fallen off the rails.

Yes, Zephyr 47 advocates the pragmatic use of social media and as an organization we utilize several social media channels including this blog, Twitter, CinchCast, Facebook, Gist and LinkedIn. etc.  Social media provides interesting ways to learn, engage with old friends, connect with thought leaders and exchange ideas with industry experts.

Yes, I have developed many strong and special personal and professional relationships through social media.

No, I am not saying social media will die.

No, I do not care how many followers I get on Twitter.  Sorry.

No, I do not believe all social media activity should be directly tied to or measured in revenue. (unless it’s sold that way.)

Social media marketing does NOT matter to a business if customers aren’t there.  Remember, a business exists to create customers.  It’s a simple as that.

Go to Where Your Customers Are

The bottom line is social media provides a “channel” for some businesses to engage with customers or potential customers. For some businesses social media may work well at moving customers through a buying cycle or bringing customers to the site or in the door.  For others, it’s a waste of time, money and resources.

Where social media can help is providing high value content to customers at the right time and place.  But outbound and targeted marketing efforts along with strong sales will ALWAYS be required to drive and build a business.

To execs, business owners and social media activist alike, keep your wits about you.  Find the balance and avoid the snake oil.

Brian Hansford, President & CMO, Zephyr 47

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