It’s the Message, Not the Media. (Don’t Let Social Media Take Undue Credit)

by Brad Smith

Recent headline: “Egyptian Revolution takes just 18 days thanks to social media.”

True, but not entirely. If you take this at face value, you’re missing the big picture. Communication, not the conduit, is what’s to thank. The message delivered, not the media channel, is what made it all possible.

By way of example, think about the message that galvanized the American Revolution. It took years to come to fruition at a time when messages were passed on by word of mouth or printed on pamphlets (on scarce printing presses) and delivered by riders on horseback up and down the east coast…over and over again, for years on end. Imagine what Thomas Jefferson, George Washington and Thomas Paine could have accomplished in short order if they’d been able to take their message to the majority of the colonists almost instantaneously. Imagine if their words, thoughts and ideas had been pushed out to friends and passed along on Facebook and Twitter. We’d have booted King George in weeks, not years. Because of the message, not the media.

Point is, it’s not social media that’s solely changing the world as we know it. Behind this new stardom is the real power – the power of communication. The power of capturing with clarity a compelling idea(s) and delivering it to a mass audience with the intent of spurring them on to action. Social media may get the message out a whole lot faster, but if the message isn’t poignant, it’s as moving as what Lady Gaga had for breakfast this morning.

But wait just a minute. Isn’t that message thing the essence of branding? Isn’t that what I’ve been doing my entire career? Isn’t that what I’ve been calling “marketing communications” all of these years?

So the essence of marketing really hasn’t changed. When you’re thinking about your own marcomm efforts, think message first, and media second. Or to paraphrase using today’s parlance, it’s the content that counts.

I used to think of “mass communications” as TV, radio and newspaper. Now it’s time to add one more. The new shining star in mass communications is called “social media.”

Feel free to use it – it’s practically free. But don’t forget the message – it’s more important than the media, no matter what the price.

Flickr Photo Credit: colindunn

Social Media -- Is It Time To Go "All In"?

by Brad Smith

Yep, I’m a poker player. My auto license plate reads PKRCHPS.

One of the most powerful plays in Texas Hold’em is the all-in move. It’s also one of the most dangerous. If you’re right, or lucky, you get to play on with more chips…more money. If you lose, you go home. Sometimes when you go for broke, that’s exactly what you achieve.

So is it a gamble to participate in the new social media?

FaceBook. LinkedIn. Twitter. Blogging. YouTube. Etc. Should you be there? Should your clients?

I view these as tools. Valuable tools that can connect you with prospects and drive increased traffic to your Web site.

But they are not the panacea or the answer to everyone’s marketing dreams. They should not receive 100% of your attention or your budget. Social media is not the silver bullet, but should be viewed as one of the many bullets in your marketing communications arsenal.

Like I said, I’m a poker player. That doesn’t mean I’m a gambler. I like poker because it’s a game where you assess and calculate the risks you take. If your chances of winning are too slim, or the rewards aren’t great enough (we call this “pot odds”), then you don’t gamble, you fold. If the potential rewards are in sight, you make an appropriate bet.

So place a bet on social media. But don’t go all in.

Flickr Photo Credit: http://www.flickr.com/photos/chaps/