Don’t take the bait. Don’t take the bait. Don’t take the bait. Don’t take the bait. Don’t take the bait. Don’t take the bait. Don’t take the bait. Don’t take the bait. Don’t take the bait. Don’t take the bait.
OK I’ve taken the bait.
As Milo Yiannopoulos, known as Nero on Twitter or found on Facebook , Foursquare or on LinkedIn, clearly doesn’t believe in the power of social media or it’s importance, I’m going to trust that his recent rant on the Telegraph site wasn’t purely link bait and he really is uneducated enough to believe the points that he raised. So I thought that I’d kindly take the time to teach him a thing or two on the subject. So, Milo my friend, this goes out to you.
For those of you who were fortunate enough to have not read the article, let me summarise for you in a quick excerpt from the article:
“Social Media consulting amounts to little more than mastering the art of the bleeding obvious and no company, no matter what its size, should even consider hiring external Social Media Consultants. Internally, the most you need is a couple of interns with laptops.”
Now before I start, let me quickly add that I completely understand people taking objection to the term “Social Media Guru” and it’s definitely one that I avoid myself. Social Media is just one aspect that makes up digital marketing and whilst Milo would have you believe that anyone with a laptop is capable of posting links to Twitter and Facebook, this just highlights his lack of education on the matter.
The Ways Campaigns Should Work
Social media should NOT be used to drop links. It’s something that lots of companies still do, but it doesn’t make it right. Good campaigns will involve listening activity to work out where the target audience lies for your product or service, looking at what content they respond to, how they interact and what interests them. From there, a detailed strategy should be created with objectives, and gasp, measurement. Once you’ve got your strategy and your content for delivery, it’s not just a case of putting it out there – it’s about opening conversation and engaging with that audience to truly understand them and to develop genuine relationships. You have to follow up.
In his post, Milo states that Social Media Consultants didn’t exist in London in 2007. Now, I’m not sure where he was living at the time, but I’m assuming it wasn’t in the City, as they certainly were. It may not have carried the “Social Media” tag but ultimately all that social media represents is tools to engage with your audience and that’s definitely not only just popped up in the past 3 years.
The ‘Rot’ of Social Media
If Milo truly believes that Social Media is purely saying ‘hi’ to your audience as he suggests, then I can completely understand why he would also believe that any PR bod could do this. However, you only need to take a look at the recent Old Spice campaign which completely turned the brand around and drove a demographic that would never have considered the product before. I don’t think a PR person saying hi would have had the same effect.
Stick To What You’re Good At Milo!
Given that Milo feels so strongly against social media, it amazes me that most of his articles are written about the topic. Of course, I very much doubt that he cares about the number of followers that he gets on Twitter or comments to his articles…. but Milo, I beg of you… before you make sweeping generalisations about a whole profession, please at least do some research. Somehow, if you had people writing about your role as a blogger (also a form of social media) I think you’d want educated views and not just trash.
*climbs down from soap box*