Why social media “usage” isn’t enough for me

  • An artist uses a paintbrush to create a work of art
  • A chemist uses a microscope to create a vaccine
  • A carpenter uses a hammer to create a home

Usage is just a means to an end. It’s not the key to success. The same holds true for social media, especially when it comes to how brands use social media.  For individuals like myself, I use social media to make connections with old friends, to make weekend plans, to stay in touch with family a thousand miles away, to meet new people that share the same interests.

A recent study by Constant Contact revealed that “73% are currently using social media, and among that group, 80% reported that their usage of social media marketing has increased in the past 12 months. Of the 27% not already using social media for marketing purposes, 62% said they will be using it at some point in the next year,” according to an article by Information Week.  Another article by eMarketer reports that “In 2011, four out of five US businesses with 100 or more employees will use social media marketing. That’s a dramatic change from 2008 when just 42% of companies marketed via social media.”

Stats like these somewhat annoy me, because I really don’t care about usage. I care about what these companies are making or creating using social media, and I don’t mean #followers or fans, website traffic, search rankings, or even leads.  What I mean is real change, real results. This goes back to one of my earlier posts: Social Media Goals vs Objectives.

Some companies use social media to create a means to provide customer service. A company like Storify use social media to create stories. Those are the topics that most interest me, that make me think outside the box on new ways to “use” social media. Stats are nice, but they don’t really present anything other than a market opportunity.

Do you have some social media “createage” stories. Feel free to fill in the blanks.

  • _____% of companies use social media to create _____________ .
  • _______________ company uses social media to create _____________.

Click here for more of my take on social media.

Create or die by Hugh MacLeod: http://gapingvoid.com/2009/04/07/create-or-die/


One thought on “Why social media “usage” isn’t enough for me

  1. Pingback: Making “friends” is no different in the B2B world | mark wojtasiak

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