For the past few years, Chris Brogan has become among the most enthusiastic, active and engaged people about the power of social media.
So it comes as somewhat of a surprise that Brogan has declared his love affair with social media is over:
“I don’t really care much about social media. I used to. But it’s just not the most amazing thing in the world to me.”
At first blush, it begs the question: why has Chris Brogan soured with social media?
The answer is multi-faceted.
First, Brogan is a master marketer so his declaration is strategic, calculated and positioned to attract the spotlight.
Second, Brogan is no dummy. He can see the tectonic plates of the social media landscape are shifting.
The novelty is over. In fact, it may not be that long before the terms “social media” fades into the background as just another marketing tool.
What Brogan is doing is distancing himself away from being a social media guy. To be honest, it’s not a good place to be because social media is getting bored.
Boring, you say? Yes, boring…but that’s a good thing.
For social media to thrive and become an integral part of the sales and marketing mix, it needs to stop being seen as shiny, sexy and magical. Within a holistic marketing program, social media has a definite role but – and this is a big but – it has its places alongside advertising, content marketing, direct marketing, email marketing, etc.
For consultants such as a Brogan, it’s dangerous to be seen as a general social media specialist because it means you’re only focused on one part of the overall mix. It explains why Brogan is jumping on the content marketing bandwagon.
The changes happening within the social landscape was nicely captured recently by Jay Baer in a post with the provocative title – “3 Ways to Survive the Coming Social Media Bust”
Baer, one of the smartest social media practitioners around, hit it on the nail when he wrote:
“Social media is part of the marketing and customer satisfaction success path for companies, but it’s not the whole story.”
In his post, he suggests that people involved with social media need to focus on areas where they can provide value – as opposed to trying to be all things to all people.
The common denominator between what Brogan and Baer are saying is the social media world is evolving, which is a good thing.
The novelty of social media is over as brands look to extract more value, traction, relationships and, frankly, business from their social investments.
A big part of this change will be how social media is perceived and treated within the marketing mix. You will likely see much more integration and cross-pollination to point where the lines between different marketing activities will be indecipherable.
Along the way, social media will just be another tool, which is a healthier place to be.