Over time, clients begin to understand that 'not now' doesn't mean 'no' or 'I can't' – just not now. It's not about “standing up to the client” but about teaching them patience and the art of conversation.

It's funny that Social Media is grouped into the category of non-traditional media. It's my opinion that social media leans toward the oldest form of marketing (more so than radio or print). It's about building relationships and two-way conversation (something unlike radio, tv, print – just push, push, push). You know, remember the days when “you” were all you had – no tv, radio, magazine, marketing team or tribe.

When you share this with them, it can make clients uncomfortable, but it's our job to know our 'stuff' enough to offer them solutions and alternatives that fit their needs, understanding, patience, man-power and budgets.

That's my .02 cents!

I think the thing we all need to keep in mind is that while social media has tremendous opportunities, and frankly, it's something we should have been doing all along, for most businesses in a capitalistic society, it still comes down to being a viable, profitable company. And to do that, we, as social media marketers, need to be sure that any – and all – of our social recommendations are well planned, researched and in the end, will help deliver ACTUAL business efforts and goals. My concern is that after this recession ends, are businesses going to see through some of the hype of social media and realize that a) Like everything else in business, social efforts actually require a strategy and goals; and b) Some social ideas may not be the best idea for all businesses?

That's why, I think now, more than ever, we really need to scale back a little on our seemingly constant push for every business to adapt social media efforts, and realize that change in the business world does take time, and that's not neceessarily a bad thing. In some ways, that time helps to really shape and formulate much stronger plans and goals, and we need to be cognizant of this as social media marketers and help brands find strategies that are more fitting to their overall business efforts, rather than getting them in front of the “shiny object” crowd for an exciting – but very brief – moment of social glory.

Keith Trivitt
@KeithTrivitt

@TomMartin

As people advising companies, we need to be tool-agnostic. If a tool isn't right for a client, we shouldn't recommend it. Heck, if a company isn't ready or willing to engage in social media properly, we should should recommend other media (although listening is always a good idea in my experience). That's why I consider myself a communicator, not a social media guy.

Thanks for making me think.

I am acutely aware that we social media/marketing folks who REALLY use social media for relationship building/engaging/etc. are FEW and FAR between. Moving forward, RARE will be the companies that actually use social media for relationship building and engaging with customers, clients, prospects, employees, etc.

Is it just me? This REALLY spins me up… I see so much benefit and potential in social media and I LIKE being able to talk with customers. Heck, they give us their money…why shouldn't we have a relationship with them??

Yet, I feel like I am in a tiny boat with the forces of the sea against me.

Keep up the good fight Matt!

Beth Harte
Community Manager, MarketingProfs
@bethharte