Monthly Archives: July 2013
Posted by DeanShaw
Recently, Mitch Joel (@mitchjoel) & Chris Brogan (@chrisbrogan) talked about their disappointment and frustration on the state of social media marketing. In The Depressing State of Social Media Marketing”, Mitch said companies were missing the opportunity to create real relationships with their audiences in favor of adding to the noise that exists on social channels. In “The Bare Truth About Social Media Marketing”, a shirtless and rakishly handsome Chris Brogan, lamented that brands are just being too mechanical and “chirping out blather to elicit responses or likes, but with no follow-up, no next steps, no actual business intent. Just… faux interaction.”
The truth is that they are both right.
With that, I guess I’m surprised that Mitch and Chris are surprised at the state of social media marketing. While it’s easy to look from the outside and say “Why are they doing this?”, “How come they are not doing that?”, “They should be doing a better job about this”. “They don’t get it”. The fact is you’re dealing with organizations, and organization have “friction“, lots and lots of friction. Friction is the thing that prevents companies from achieving the idealistic nirvana that from the outside seems simple, obvious, and necessary.
Some examples of corporate friction?