Lack of time was the main reason I did not sign up for HubSpot’s presentation yesterday, entitled “Social Media is BS.” But I also didn’t mind missing it since I have the arrogance to think I already know what Mike Volpe is going for under the aegis of that link-baiting title (JK, Mike).
I think I know because, while this blog is mainly about social media marketing, my website – like HubSpot – is about inbound marketing. Social media is one of many tools in inbound marketing. And IM itself is a term that includes not only a large set of tools, but a progressive attitude toward commerce as a whole. IM requires re-thinking of all aspects of a business, from mission to structure to production to marketing to distributing. It’s possible that the perfection of IM is the dissolution of the marketing department, because that job is accomplished through everyone’s everyday work.
But I digress. I meant to use this post as a reminder that social media must be integrated into an overall effort to achieve a clearly defined organizational goal. On its own, unsupported by other parts of the biz, social media is like the emperor without clothes.