Depending on who you ask, social media marketing means so many different things to so many different people. It’s kind of like the old parable of the tools. When you are a hammer, for example, everything starts looking like a nail. If you are a screwdriver, on the other hand, everything starts looking like screws. In other words, you start looking at the world based on your specialization.
Similarly, when it comes to different types of specialization, social media marketing can be compared to blind people trying to describe an elephant. Imagine that several blind people in a room feeling out an elephant. To the person next to the trunk, an elephant can be described as a snakelike feature. To the person next to the tail, the elephant can be described as some sort of worm or a long rope-like animal. To the person feeling out the elephant’s massive and wide legs, an elephant can look like a very wide or thick bamboo-looking animal. It’s anybody’s guess because nobody has a broad enough idea of what the elephant looks like. The same applies to social media marketing.
If you talk to a content marketer, social media is all about content, content, content. When you talk to an SEO specialist, on the other hand, social media marketing may lean more towards outreach, backlinks, authority and credibility. It really all boils down to who you ask. This is why it’s really important to connect the dots. Believe it or not, all these people are absolutely correct. Just like when you ask people in the dark room about the elephant. They’re absolutely correct. Some people would say that it has huge ears. Others would say that it has a trunk. Others would say that is has wide legs. They’re all absolutely correct, but they are all wrong in one respect. They forgot to piece together or create a context for their observations.
This is the mistake you’re at the risk of committing if you look at social media marketing too closely. You have to maintain some sort of objective distance to it so you can see the big picture. That is the essence of social media marketing. It really all boils down to a cohesive branding of whatever product or service you’re trying to promote. Because if you are to drill too deep, it’s too easy to get lost in the details and focus on the specifics that you lose sight of what you need to do and when you need to do it to produce the right results. In other words, you lose sight of the promise of social media marketing, which of course opens you up to the very real possibility of missing out completely on the results that it could otherwise bring to the table.