How Heavily Should You Rely on Social Media?

We’ve discussed social media strategies quite a bit since the inception of CMA Central, but it’s an ongoing conversation that needs to be had, as many organizations have come to rely on various social media to stay connected to key audiences.

But how much is too much reliance on social media?

In one of the most poignant speeches on creativity I’ve heard in a long time, Brian Crooks, a seasoned creative director and regional speaker, cautioned a crowd of New Jersey Communications Advertising and Marketing Association members to be careful about two particular things: 1) don’t proclaim anything “dead,” and 2) don’t put all of your eggs into the social media basket.

I tend to agree with Brian’s perspective, where social media should exist as just another medium to be considered. As creative professionals, it’s our challenge to create a plan where a website, traditional printed pieces, public relations and perhaps social media campaign interlock and complement each other in a way that resonates with the target audience. The tactics are a means to an end—a way to achieve the goal—and not necessarily the goal themselves.

CMA creates social media campaigns where it makes sense. Is your target audience on LinkedIn, for example? We won’t direct resources and energy in any area of social media until we are sure it’s the best medium to reach them. It helps to start to dip your toes into the waters of social media yourself, if you haven’t already. For the best information on new social media developments and guides, check out Mashable.com to learn more about social media’s capabilities for business applications. Or give us a call to learn more about the ways we can help you determine the path that’s right for you and your brand.

Jeff Barnhart
President and CEO
jbarnhart@cmasolutions.com