I had an interesting conversation with a colleague the other day. As a little background this colleague is a front end developer by trade so therefore, at least IN the new media industry. He suggested to me in no uncertain terms that (paraphrasing) social media as an industry is similar to the “craze” of SEO a couple years ago – and as such will be a fad similar to the aforementioned SEO.
I was a little surprised that someone that works in the industry and has seen as many changes in it as we have would make such a blanket dismissive statement – but he made an interesting point however.
He said that he remembers a couple years ago that when SEO was the big buzz word du jour that web firms everywhere were clamoring for the ever so trendy “SEO Specialist”. He or she would come in and promise to revolutionize your SEO strategies. Then they would provide you with a fifty page report, charge you big bucks and then applaud their diligence if you moved up a spot or two on a Google search.
Although the above is sadly true – I still fundamentally disagreed with his comparison.
SEO is more technical structure and additions to code and strategies that can, and in most cases are, now being implemented by technical and information design teams. Conceptually, they are more of an overall technical strategy now – building a website without considering SEO is as much of a fundamental flaw in process as building it without a well thought out information architecture, in other words, you just wouldn’t do it any more.
Social Marketing on the other hand, is another part of a solid online marketing strategy. People inherently want to communicate – its how we learn. For companies, it shouldn’t be any different. If you want to know what or how to sell things to your customers then all you have to do is listen to what they are asking for and then provide it to them. Fundamentally speaking, that is why social marketing in my opinion will only grow in popularity and consumer and corporate proliferation.
As a “web professional” I would be remiss in approving any kind of online marketing strategy that didn’t include a solid basis and thorough thought out Social Marketing strategy. Done correct and the SEO will take care of itself – much to the chagrin of the “SEO Specialists”.