Is social media overrated in business ?

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BOZO

Journey Man
Tipping Member
Read these two articles and tell me your thoughts ???

Article number 1 ...
Social media is the most overrated skill looked for by businesses of their marketers, according to Marketing Week’s 2023 Career and Salary Survey.

More than a fifth (22.9%) of the 3,000+ marketers that responded to the survey identified social media as the most overrated by businesses.

Social media was said to be overrated by 22.4% of B2B marketers, compared to 24.2% of B2C marketers. For marketers working in businesses with a mix of B2B and B2C, that figure is 22.3%

SMH Article Number 2 ...
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To appreciate how popular young NRL superstar Reece Walsh is, you only need to take a quick peek at some of his social media numbers.

The Brisbane Broncos’ pin-up has more Instagram followers than every NRL club except one. And that’s the team he plays for.
Walsh has 379,000 followers, the Broncos 437,000. His figures are higher than the Melbourne Storm (348,000), New Zealand Warriors (343,000), South Sydney Rabbitohs (307,000), and he has more than double the followers of the Wests Tigers (152,000), St George Illawarra Dragons (140,000) and Manly Sea Eagles (138,000).
Dally M winner Kalyn Ponga has 358,000 followers, while Nathan Cleary, who will line up against Walsh for Penrith in Sunday’s NRL grand final, has a healthy 323,000 followers.

His isn’t a story without controversy. But not even a foul-mouthed tirade at a referee earlier this year that led to a three-game suspension, a verbal clash with a teen Penrith fan on Thursday nor being caught by police with cocaine in 2021 has done anything to dim the high-voltage star’s power.

ARL Commission chairman Peter V’landys this week dubbed Walsh the “Justin Bieber of rugby league” and said his profile was driving interest in the code among girls and young women.

“My focus group is my 13-year-old daughter, and she’s got posters all over the wall of him, and she has no interest in rugby league whatsoever, even though I’m the chairman of the ARLC,” V’landys said.

When you factor in Walsh has a further 237,000 TikTok followers – and how one State of Origin post about Walsh by this masthead had nearly 3 million views earlier this year – it is little wonder some in rugby league are raving about the 21-year-old with hazel-green eyes and pink boots being the hottest sporting commodity in Australia.
“All she’s interested in is Reece Walsh. He is the Justin Bieber of rugby league. Not only is he a brilliant rugby league player, he’s bloody good-looking.

“He’s great for the game. He will be a brand in himself over the years. He has a massive future as a rugby league player and as a rockstar.
“We’re very fortunate to have him. No other sport has a Reece Walsh at the moment. I just hope he stays fit and healthy.
“He’s the full package. Every time he touches the ball, fans get on their feet. He has the looks, and there’s an element of charisma, there’s something that’s present that not many people have, but he’s got it.”

Departing AFL boss Gill McLachlan declared in July that, “we’ll be the biggest sport in that [Queensland] market in 5-10 years across most metrics”. The Brisbane Lions played in Saturday’s AFL grand final – but have just 167,000 followers on Instagram.

The excitement machine has often been compared to Queensland legend Billy Slater. Slater was hugely popular when winning premierships with the Melbourne Storm, but his profile was likely lower given he did not spend his career in a league-mad city like Brisbane.

Slater coached Walsh in the Queensland State of Origin team this year, and said the hype was certainly justified.

“He’s a young man, he’s a good-looking lad, and he has really attractive attributes, attributes that get you excited when watching him play,” Slater said.

“He’s also an honest guy, he’s honest with his footy, honest with his mistakes, and honest with himself. He doesn’t hide his passion or emotion, he loves the game of footy, and this is all he’s wanted to do. You can see that in his footy.
“He’s not perfect, nobody is perfect, and I love when he does make a mistake, he puts his hand up and learns from it. People in Australia resonate with that stuff. It doesn’t surprise me how popular he is. He’s just a good person.”
 

Brookie Bob

"I come back to you now at the turn of the tide"
The utilization of social media is a part (and a part only) of a channel strategy by a successful marketing manager, and just one of many channel strategies than can be used.

It is bad form for some /many businesses (particularly B2B) to use Facebook, Instagram and Twitter (don't get me started on CCP 'trojan' TikTok).
Why? The platforms reason for being (for users) is literally a holiday from the world of work, amongst other things. If you proliferate Facebook with ads about your product or service, you'll turn a lot of buyers off. LinkedIN is better - but use an advocacy aspect, rather than direct ads.

Social media is good for 'personal branding', though. B2C entertainment marketing. Mind you, I wouldn't mind betting that most of the 'influenced' fall under the category of the 'easily-influenced' or 'not at all discerning' buyer. Shallow as a wading pool, if you will. Fickle too - wait till the 'new kid in town' comes along.
 

BOZO

Journey Man
Tipping Member
The utilization of social media is a part (and a part only) of a channel strategy by a successful marketing manager, and just one of many channel strategies than can be used.

It is bad form for some /many businesses (particularly B2B) to use Facebook, Instagram and Twitter (don't get me started on CCP 'trojan' TikTok).
Why? The platforms reason for being (for users) is literally a holiday from the world of work, amongst other things. If you proliferate Facebook with ads about your product or service, you'll turn a lot of buyers off. LinkedIN is better - but use an advocacy aspect, rather than direct ads.

Social media is good for 'personal branding', though. B2C entertainment marketing. Mind you, I wouldn't mind betting that most of the 'influenced' fall under the category of the 'easily-influenced' or 'not at all discerning' buyer. Shallow as a wading pool, if you will. Fickle too - wait till the 'new kid in town' comes along.
Great Perspective feathered friend
You have made some Great points !
 

maxta

First Grader
Premium Member
Social media is a "Must" in marketing everything from objects, to business, to individuals.
It's an area in my own business that needs to improve as I'm a bit old school and still take heaps of hand written notes and contact ppl wih a call or in person as prefernec to over a phone or via Email, but my process is way slowere, yet more personal so a tough juggle.
Personally Im a fairly private person and if I for example am on a holiday, may take a few family photo's at the "Statue of liberty" or "Niagra falls" with the family....but pretty much then the phone/camera will go away and I prefer to live in the moment, without having to share it with the world, it's hard with the kids though as they live everything through their phones and I'm certainly glad I grew up in a more hands on style era, where mobiles were not an additional attachment to your body.
So many things about it can be annoying also , like these poor ppl on a park bech and someone video's themselves giving this persona sandwich to show they are a good samaritan.....I mean if your going to be a decent person, do it without the camera rolling.
Far as players are concerned, it's simply the times and it is certainly a big way to improve a players status amongst the fans and in society in general, or backfire if a player is in the wrong place at the wrong time or holding up the wrong thing....
Funny thing is, you can be great for 99.9% of he time, yet if that camera catches you at .1% your hung out over the fire.....and reversed its you can be a total egg who is made look good on video by walking the old lady across the street while your mate holds the camera.
Bottom line is this Social media stuff is not going away and will only have a BIGGER effect over society as we move forward, especially sport stars and those who are in the spotlight daily.
 

manly al

First Grader
Social media is sure here to stay and guess that it can just have a life of its own for better or worse
Business or any marketing entity are virtually obliged to incorporate it into their general operations but those who partake in it for whatever reason or motivation can hardly complain then about their privacy being compromised or any consequences not of their liking .
Good for some better interaction and connections with sporting teams or individuals and the supporter base .
as long as it does not get much out of control or A I not to adversely have an impact , sure that the general public will be and continue to be quite ambivalent in general to it .
 

lsz

First Grader
Staff member
Without social media I am pretty sure I would not have a house.

All that said there are many reasons why it is far more negative than positive however the key is how you interact with it. From a business perspective it depends on what you are trying to acheive. Large followers do not equate to success unless there is a defined strategy

As an example the club has created some great content on tik tok especially this year however I would be interested if there was a commercial return (although this may not have been the goal of it)
 

Brookie Bob

"I come back to you now at the turn of the tide"
"When contrasting marketing vs. advertising, it’s important to know that advertising is actually a component of marketing. Marketing refers to preparing a product for the marketplace. Advertising is making your product and service known to people within that marketplace. In other words, advertising is a step in the marketing process — one that uses the data and research collected by marketing strategists to craft compelling promotions."


Social media commercial placements are a form of advertising (not marketing), utilizing a particular channel strategy.
Marketing is a business discipline - much the same way that Accountancy and HR management are business disciplines.

Equating marketing with advertising (i.e. calling it 'social media marking - which I hear ad nauseum on TV ads) is akin to calling a general medical practitioner 'a stethoscope'. A stethoscope is a tool used by a GP; in the same way advertising - or social media advertising - is a tool used by a marketing professional.

It's a topic close to my heart - I worked as a regional ANZ marketing manager/director for 20+ years in multi-billion revenue multinationals - in both B2B and B2C. High-range distinction in Marketing in my masters degree. I had to map out the digital strategy globally for one organization (website, competitive offerings, social media strategy and which channels optimize 'looks' versus buyer preference).
 

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