on the Forrester report? Its easy, actually. 200 companies that say they sell social media software, or provide social media widgets, or promote brand connection via a corporate social networking platform. I'm surprised it isnt more!
The trouble is, Social Media is a big ol' catch-all phrase. Its like saying you work in "marketing." Do you create collateral, or do you define corporate brand strategy? Marketing is a broad term that encompasses many elements. Social Media is the same. How similar are a media company that creates and hosts corporate videos and a social media marketing agency that works to define an integrated brand strategy centered on social media communities. Both can claim to provide a product or service that is "social media" but you would hardly assume that they would be bidding for the same business.
Businesses today need real help defining a strategy that meets specific busines goals. Social media communities are an excellent option to consider if a business wants to expand the conversation around their brand, and genuinely has something of value to offer consumers that might want to join that conversation by coming to their community. But what works wonderfully to achieve the goals of one company would be out of step for another. As vendors, it is imperitive that we become more rigerous in both our language and the jargon that is endemic within our industry, and that we work with prospects to help them better define what it is that they want to accomplish. It may be that they are a perfect fit for all that we have to offer, but it is also possible that there is another option for them that focuses more closely on their specific concerns. One size, most definitely does NOT fit all.
The trouble is, Social Media is a big ol' catch-all phrase. Its like saying you work in "marketing." Do you create collateral, or do you define corporate brand strategy? Marketing is a broad term that encompasses many elements. Social Media is the same. How similar are a media company that creates and hosts corporate videos and a social media marketing agency that works to define an integrated brand strategy centered on social media communities. Both can claim to provide a product or service that is "social media" but you would hardly assume that they would be bidding for the same business.
Businesses today need real help defining a strategy that meets specific busines goals. Social media communities are an excellent option to consider if a business wants to expand the conversation around their brand, and genuinely has something of value to offer consumers that might want to join that conversation by coming to their community. But what works wonderfully to achieve the goals of one company would be out of step for another. As vendors, it is imperitive that we become more rigerous in both our language and the jargon that is endemic within our industry, and that we work with prospects to help them better define what it is that they want to accomplish. It may be that they are a perfect fit for all that we have to offer, but it is also possible that there is another option for them that focuses more closely on their specific concerns. One size, most definitely does NOT fit all.
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