I must add a very important precursor here because I had some enlightenment tweeting with Adam Kmiec of Walgreens, this post is not aimed at Brand Side Marketers. Only Agencies and Personal Brand Marketers who work with Brands. Brand marketers just want to reach customers and sell product. They don’t make money from this process. They are the ones who pay for the process. And when they pay for processes that do not work, the Agency or Consultant doesn’t give back the money they charged. But the Brand Marketer loses theirs.
I sent this to someone who was upset I called them out for fraud. They tweeted me with their email asking why I had a problem with them. And decided it makes a great open letter to my peers. Italics were not part of the original letter. I have not heard back yet since sending on Saturday.
Hi (Insert most Social Media Expert”s name)
My issue is with so many industry peers fibbing and selling bs to clients to make money and industry peers clapping and cheering it on. To be honest I have zero respect for Edelman Digital. I feel they sell a line of bullshit. Social Business is bullshit. As was F Commerce, Social Commerce, Klout, Viral Marketing, geez so many things that once the fad is gone people jump on the next.
So a friend linked me your post and I was like whoa. How could you of been doing what you were doing not knowing much about data or PR (what you were blogging about)? And everyone selling social business refuses to talk money. I like Ted Rubin but he too refuses to admit that only businesses that pay employees well will ever have employees advocate for them. Which means only 20% of the US workforce ‘possibly’ could be conned into doing this. 80% of jobs make $33k or less. Those people don’t give a shit about their employers. (If your employees aren’t already your advocates in real life offline, they will never be online.)
So you can’t blog or pitch a one size fits all. Because it is wrong.
Now that my rant is done I give you huge credit for admitting things (that you once blogged about things you weren’t educated in and passed them off as expert advice) and also I agreed with your post on Data but it is hard to believe you mean it (your new position requires you to be an expert but you just admitted you have until now been clueless on the subject). Chris Brogan told me ‘marketers lie so its ok to have bad data on an infographic’. No it isn’t ok. Chris Voss hides behind other people’s data and shoves the same stuff. Brian Solis writes long posts about nothing with no proof anything works. Drives me bonkers. It is why marketers are trusted less than used car salespeople and just above politicians, never mind by CEO’s and CFO’s. Most social media stuff has been false. People don’t like talking with the brands they love. I wish a big name would admit it.
I have a finance degree and did B2B sales and worked on NASA programs, Missile Defense and big engineering projects for awhile. But I like consumer businesses better, but hate that I get thrown in with all those liars. It sucks.
So help me change that.