Social Media is not trendy.

Although some people are claiming it is.
They talk about it not scaling, about it being a fad, they deride Social Media advocates for treating it as a universal panacea (it’s not).

And they have completely missed the point.

If you run a small or medium business this stuff is manna from heaven -
You suddenly have a platform from which to engage.
You can measure what happened.
You can keep it affordable.

I ran a small business for six years before selling my share late last year and moving into this area – I understand very keenly the need for there to be a measurable result for every dollar spent and I understand how tight cashflow can get. I’ve also been fortunate to work both in Australia and overseas directing TVC’s and experienced first hand the orgy of spending that most TVC production is (and don’t get me started on media).

This is not to say that TV doesn’t work or traditional media should be dispensed with, but there is a huge number of businesses who cannot afford to play in those areas in any meaningful way.
Social Media gives them the chance to compete for attention – I’ve covered this before in Media Meritocracy but raise it again because the criticism I have heard levelled at Social Media comes from those used to dealing in large corporations and on large scale.

And some of their issues are real concerns (creating scale, management across a large organisation etc) at that level.
For the smaller operators this stuff is a great equalizer as they now have access to these marketing tools and are not encumbered by a lot of the issues that can make larger corporations slow to act.

Social Media is not trendy, it is a new fundamental.

(Image by: Tony the Misfit)

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