Are the Basics of Social Media Marketing Obvious?

Last week ReadWriteWeb posted an article explaining why business should have a Facebook Page instead of a Facebook Profile. When I saw the headline, I thought it might have been a post from last year, when everybody was staking their claim in the big Facebook Fan Page gold rush, name grabbing and asking everyone in the world to be a fan. I thought it was an old post because I just assumed that by now it was a given that any business getting into Facebook would think to start a fan page. I am wrong – that style of thinking is more rooted in the desire that it be true than in the actual truth. That assumption’s about as faulty as the one made at the beginning of the article:

The need to leverage social media for business is a no-brainer at this point

Photo Credit: Dru Bloomfield

Is it really? I don’t quite think we’ve hit that finish line yet. I understand the need to address that point quickly and then shove it aside to get to the meat of the article, but I don’t think we’re at the “no-brainer” point yet. There’s still plenty of resistance, plenty of people who are lost, and plenty of people who don’t engage on social sites. Don’t get me wrong; I’m definitely of the opinion that it will become a no-brainer, but to me this is the equivalent of declaring print to be dead because a lot of people buy Kindles and iPads – ain’t happening yet, and instead of declaring something dead or a no-brainer, maybe we should focus on the growth of the new thing instead.

For the purposes of the RWW article, that opening statement was completely unnecessary, but it really stuck in my craw. I think that’s because I see Social Media Marketing as still having a ways to go. It’s definitely become a more prevalent part of marketing strategies, but right now I see it the way I saw corporate websites in the mid 90’s – everyone was getting one whether they knew what to do with it or not.

Thinking about it now, maybe the need is a no-brainer, but the how seems to remain elusive, in my humble opinion.