Not Doing Social Media

Posted by on Apr 29, 2013 in Internet Marketing

Once upon a time, I learned of an organization that was undergoing a re-branding process. The company was actually doing quite well but they had an identity crisis on their hands and they needed to get “their story” right before they set out to grow. They needed core messaging and an identity…a story to tell.

Upon reviewing the upcoming schedule for new copywriting, logo and website the topic of social media came up. Would they put together a social media strategy? It was decided that the company wasn’t going to worry about social right now and that they would worry about “marketing” later.

A Flag Went Off in My Head

Listen, I’m no Chris Brogan but let me share some thoughts on why “not doing social” (at least figuring out the plan) is a very bad idea in this case. So here goes, this is just free-flowing thoughts and not organized in any manner.

The  question is: what is this company’s digital marketing strategy? I mean, if they’re going to have this great story and identity, they need to market it. There are generally two families of digital marketing: outbound and inbound marketing.

Outbound marketing usually means “buying attention” and sending messages out through old-fashion marketing like tv, ads, trade shows, cold calling, etc. In many cases outbound marketing is 100% necessary and required. However, no one in their right mind would argue that new age of marketing communications consists of a “pull” technique where you earn buyer’s trust and build authority by sharing valuable content.

Here’s how wikipedia defines inbound marketing:

Inbound marketing is advertising a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing.

More and more, it’s becoming paramount to have a content strategy that drives all your inbound marketing. As Neil Patel has pointed out, content marketing is the new SEO. The content strategy for this company could/should find it’s origins in the identity and story they were planning to identify and start to build. I say “start”, because we all know a new logo doesn’t encompass a company’s brand. It’s the story they tell and the attitude of their online identity. How do you get this out? Through content? What platforms? Email marketing, blogs, website, and yes social media. In other words, through inbound marketing!

We have all these great social networks now, but companies mostly use these platforms to get content out there (in addition to engage with customers on some level) thereby building their “identity”.

This company already has a presence on social platforms and they need to be utilized to really start telling the story and bring the refined brand to life! This starts with a “strategy”. Social media marketing will define your company’s identity. In other words, what your company does on social media becomes your identity whether you like it or not.

Do you agree? Please leave a comment!


  1. Graham
    June 4, 2013

    Thanks for this post. I am trying to persuade our non-profit to move more in this direction.
    The main constraint for us is having enough writers who are familiar with our work and are willing to work for little or nothing. We need a marketing budget I guess!

    All the best

    • Matt
      June 5, 2013

      Thanks for leaving a comment Graham! Yeah it’s all about content strategy these days so you have to find writers. Perhaps you could fine a pool of people that woudl be interested in doing a post once a month for you. If you found 12 then you could budget $75-$100 a month for someone to write you a post then you guys could proof it. Have some topics in mind for folks but just find 12 people who would at lease give you one post. Then you’d have a blog post each month…at the very minimum.

      • Graham
        June 5, 2013

        Thanks for this helpful suggestion, Matt. We will see who we can find for a once a month.