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August 14th, 2009

Promoting your social media profile through paid media

During one of the shows we watch regularly each evening there are always plenty of promotional spots for the network’s other shows. The commercials for one such show, though, include a heavy helping of quotes seemingly pulled from Twitter users, with the spot ending by calling for viewers to follow that channel’s Twitter feed.

I get that the channel – and they’re by no means the only ones adopting this sort of strategy – wants to get people talking (with the channel itself and with others) about what they’re watching. But as always I’m concerned that this rush to off-domain strategies means that marketers are forgetting that it’s not, as Mike said previously, an either/or situation.

I guess I just worry that there’s not nearly enough long-term thinking going into this sort of thing when efforts should be made that more neatly fit the two together. Let the conversation happen and engage in it on Twitter or Facebook or wherever, but devise a strategy that also accomplishes branding goals that have long-lasting payoffs, one that shows forward momentum after those tools that we can’t stop discussing now have fallen off most people’s radars.

As the DDOS attacks on Twitter, the acquisition of Friendfeed by Facebook and other recent events show that relying too much on one third-party website that’s outside your control can result in scrambling to adjust if a strategy is built around one of those sites and it fails on you. So while promoting that social media profile can be part of a good strategy, I’m not quite sure it’s something that needs to be the centerpiece of one, especially one that promotes it using valuable paid media time.

About the Author
Chris Thilk works on the Client Services team, part of Voce Connect, developing and executing social media strategy. You can follow him at @christhilk on Twitter.

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