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

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.