Ilya Vedrashko displayed some interesting numbers on social marketing hype yesterday. The numbers point to the frustration being felt by CMOs with digital marketing. Gone are the days that we can trot out the 2.0 and social terms. The absence of any action in the past 24 months have created a stigma around these terms.
And good riddance.
After all, terms like Web 2.0 and Social Media don’t really mean anything. They are (and always have been) placeholders for something larger. If you truly believe there is value in a connected web as a platform, it’s time to take action. We don’t need catch phrases and buzz words. We need innovative and actionable thinking around how to market using this new media.
These numbers are a call for accountability. They show a collective CMO crowd standing up and pleading for something of value. The time for playing around with Twitter and Facebook aps are done. Now the exciting part begins. Let’s do something that shows up on the bottom line. Let’s create, target and track. Let’s make this thing better.
In the end, we won’t be talking about Social Media. We’ll be talking about social messaging, targeted networks, micro channel integration and a lot of other new buzz words that actually mean something.