Social Media Marketing Is A Side Dish, Not A Meal

David Wiggs of Hitch, an agency search consultancy in Bellingham, brings up an excellent point about placing too many eggs in any one basket.

With the extreme emphasis on social media marketing today, you might think that modern marketing is a monoculture. That if you’re doing social, you’re doing marketing. True, the way we communicate, consume, share and create content is vastly different that just a few years ago. But ignore a holistic and strategic marketing polyculture for a social media monoculture and you risk the disease and ultimately the death of your brand.

I’ve said many times that social media marketing needs to drive an offline interaction for it to be useful to brands. In other words, SMM is not an end in itself, it’s a means to an end.
In news unrelated, Wiggs would like to hear funny and/or favorite pitch stories from agency personnel.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Hey guys,
    Thanks for the shout out!

  2. It’s hard to argue that a holistic brand strategy isn’t pretty quantifiably the only good road to go down, I question the focus on Social Media as the straw man. Why Not TV? Radio? Print? Why not an article on the myopic focus on broadcast strategies from traditional agencies?
    Point being, yes, “Social Media Agencies” are bullshit, Im just not just most traditional agencies are any better, just different.

  3. Hi Justin
    Very good points indeed. The fact is, you rarely run into agencies who “do” radio, print or TV – they’ve long since faded into obscurity. Which, in itself should be a cautionary tale. But you can throw an iphone and hit a social media marketing agency these days.
    Not picking on social media agencies. There are some great ones out there. Simply stating the obvious: Have a broad field of vision. Anytime an agency (or client, for that matter) gets caught up in tactics or execution over strategy that short sightedness kills.