One of the things those of us who love social media often discuss is unrealistic expectations. Many do not realize how much time it takes to do it well – or even what doing it well might mean. They also expect it to convert like search – and that doesn’t generally happen because social media is more like content advertising than search.
These two infrographics provide a much clearer idea of what the true costs of social media really are – unless you do it yourself:
Did you see the overall median salary in the survey Social Media Examiner included in their Social Media Salaries post?
$114,750 salary for director level social media positions.
Many businesses have the incorrect assumption that social media is an entry level position. They need to remember that the person communicating for their business on social media is their most public interface with their customers.
Do you REALLY want someone without significant business experience
speaking on your behalf online where what they say can live forever?
Taking social media seriously means understanding that you need to do it well because it DOES reflect on your reputation. When you’re deciding who to allow to speak publicly for you, be sure it is someone who clearly understands what is acceptable to your business and your customers.
Young people today have no idea what is appropriate for business and mixed company – and even many consultants and bloggers use words and share images and topics that older business owners might never expect – resulting in some very public and very embarrassing “mistakes”.
Just recently an exceptional Social Media Marketing blog published a post that had the ‘F’ word in the title and blatant sexual content. Some of us debated whether the title or the post were more problematic. I won’t link to the post in question, but you can easily find it a few posts before the follow-up post discussing the objections I raised.
While I would normally just ignore that type of content and the blog it was published on, this is not just any blog – it is a very polished, professional business blog. I have never met Danny in person, so perhaps my impression of him is not accurate and my expectations too high.
I share this in this post because everyone needs to understand how ‘socially acceptable’ words, expressions, images, and content like this are to many bloggers. You have only to read the comments in Danny’s blog to see that my belief that this type of content and that particular word (among others) is inappropriate and disrespectful puts me in the minority – at least among those who are commenting there.
Businesses who hire content creators and social media managers need to have clear, written guidelines as to what they find acceptable and especially what they prohibit. If they don’t, it is highly likely that they will be placed in embarassing positions and apologizing.
On the other hand, if your customers believe dropping the ‘f’ word lends instant credibility as Brian from Gear Box Magazine commented, then you will want to hire people who will fit your target audience.
Swearing does not offend or shock me. When I worked for IBM I repaired equipment at General Dynamics back in the plant, in railroad yards and truck companies where the men would do their best to get a rise out of me with their off-color jokes and by making their language as colorful as possible.
I simply find it unprofessional and lacking in class. That was why I was surprised that Danny published that post – his blog exudes class. There was a time (showing my age here) when how you acted around your drunken buddies and how you behaved at work and in public – or in front of your Mother, GrandMother or children – was different.
While some are happy with this new-found freedom to act boorishly, others of us choose to set an example for the young people who have been brought up so inundated with sexual imagery and around people of all ages behaving badly in public that they don’t know any better than to put provocative or outright sexual images on their social media profiles.
How could they know what is appropriate and what is not? Television when I was a child had married couples in separate twin beds (that was silly even back then) while Prime Time TV today makes cops watching pole-dancers and bed-hopping plus serial murderers and blood and gore seem “normal”.
‘Normal is however you’ve been raised.’
I wonder what those directors making a median salary of $114,750 would think about all this? If you know any, send them by to comment.
SOCIAL MEDIA INFOGRAPHICS:
- Pamorama: 35 Social Media Infographics
- Penn Olson: 10 Gorgeous Social Media Infographics
SEO INFOGRAPHICS:
- Hubspot: 12 Amazing SEO Infographics
MARKETING STATS, CHARTS and DATA:
Gail Gardner
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I really had no idea about the social media marketing, but through this article, I had a chance to know more about this business strategy. Thank you, Gail. For sharing this precise information.
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In general when dealing with a Danny, your expectations might be high, but in the end will always be proven too low…. Ahum.
Now for this weird not so classy move that this Danny made, I’m sure their is some deeper meaning behind why he used that word and blatant sexual content. ……..or he might’ve still been drunk….. let’s just hope this is not the way of the future.
We(not just the Danny’s but everybody) are still trying to find the right approach for this day and age. Less stiff and formal and more personal. that is where business is going with social media. But sometimes we get a bit too personal.
Danny would love you to read ..Remington RM1015P 10-Inch 8 Amp Electric Pole chain Saw
I take care of all of this myself when I decide it needs to be done, and it makes more sense to do so as long as I am my brand. It becomes difficult to pass that on. Maybe the costs will be justifiable should I decide to create a brand not of myself and to scale, but until then I’m happy with how it is.
Wow..I had no idea that a Social Media Salaries is $114,750. I agree as business try to figure out how they will manage their Social media most view it as entry level position. And so as a job they out source for a few dollars per hour to someone who really does not understand then needs and full scope Socia Media plays for their business.
Me too. I’m really amazed by the salaries.
It’s also amazing that social media is really efficient when it comes to increasing sales to your site and as well as your products. I think SEO paired with Social Media Marketing would be the best in terms of internet marketing.
One after the other, you bring out superb articles that open the minds up of the people. Ans this time what made me like your post some even more was that you have done plenty of flowcharting to illustrate this concept. Fabla!
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Hi Joshua,
Thank you. I can’t claim credit for the infographic (what you called flowcharting). I locate and share them but don’t actually create them myself.
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Thanks for blaring out the truth so straightly and in such a manner that everyone can understand and make right strategies. The detailed stats and graphics were an added delight.
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Hi Sonny,
Small businesses actually have an advantage. They don’t need to spend that kind of money or even a ton of time. All they need is what I offer in my Small Business Internet Marketing Starter Package.
Many find or buy how-to information and never get it done. It makes more sense to just hire someone to set it all up and teach you one-on-one how to simply use Twitter. Instead of $210,000 you’re talking $570 ONCE (which includes getting your business into ALL the local directories including Google Places and Yahoo! Maps).
Then your businesses is advertised online indefinitely for you and all you have to do is respond to tweets sent directly to you. If you want to get fancy you can also set up searches and reply to tweets seeking what you have to offer.
Corporations have HUGE overheads and have to have powerful tools to manage volumes small businesses don’t deal with. Your Twitter account can grow organically very quickly (without you actively doing anything) IF you let someone set up the best feeds and tools for it on your behalf. If you’re proactive you can grow it even faster.
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Hi Elena,
Thank you so much for coming by and taking the time to write such a thoughtful comment. I did link to Danny’s authenticity post in this post. The main reason I brought this issue up publicly is because I believe it is something that really needs to be discussed.
What someone publishes in their blog is totally up to them, and we all have different audiences. How we each behave and speak used to be different in public than in private with close friends. The main reason I was surprised is really because I considered Danny’s an extremely high-class, business blog – and him publishing that post still seems incongruent to me.
We collectively – ALL of us – can influence what is “socially acceptable behavior” in public, in business, on blogs, and across social media. I believe that those who understand the importance of not pandering to the lowest common denominator may wish to exert a little influence to bring standards back up out of the gutter.
As my Mother always said, “if everyone jumped off a cliff would you jump too?”…in other words, just because everyone else chooses to act like little boys titillated by a chance peek into the girl’s bathroom does not mean that some of us can not choose to behave like grown-ups and encourage more respectful behavior.
There is obviously going to be a great divide coming as advertising, television and movies have gone far beyond sexual innuendo to smut. How far will they take it? In ten years will we see full frontal nudity or blatant sex acts in ads and on prime time TV? The only way to put the brakes on is for some people to choose to stop consuming whatever they feel lacks the level of good taste and class they personally choose for themselves and their families.
Everything you listen to, read, and watch affects who you choose to be. Failure to choose is still a choice, so I encourage people to use their mind for THINKING for themselves to MAKE conscious choices – and to accept and understand the consequences of those choices.
Of course for many, it is simply easier to abide by “ignorance is bliss”.
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Hi Elena,
Considering all the support on Danny’s blog for that particular post I considered over-the-line for a classy business blog, I am glad to see people who didn’t even know me supporting the idea of deciding where our own lines will be drawn on what we choose to consume.
The reason I objected to Danny publishing that post but not the many bloggers whose blogs are full of adult content (although THEY probably would not characterize it that way) is that I thought of his blog as highly credible – far beyond the credibility that most bloggers have achieved – possibly even mine (although I am consistently working in that direction).
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Hi, That’s the problem in my social media life. I really dunno how to make this stuff. Even if I want to, I really find it very hard to make. I’d rather discuss it in my articles rather.
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Using explicit language and sexual references on a business blog is sort of like a bait and switch — you think you are getting business information and you are reading things you may object to.
The business may get an initial surge in traffic, but how many of those people will buy your product? And how many customers will you drive away with your language and sex?
I think it is unprofessional and a bad idea.
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I’ll have to read it over again when I’m not so tired.
Am I an idiot for not understanding this…even a little?
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Hi Dennis,
LOL. No. Did you click on the infographics so you can actually read them? The first infographic has details on what it costs if you’re a company paying employees or consultants to manage your social media.
Many people think of social media as being free – and nothing that takes a lot of time is EVER free. Companies need to realize the value – in fact yesterday I saw a post about the VALUE of Social Media instead of the ROI of social media – but realize it is a major investment.
I would like your opinion on the part about the appropriateness – or not – of profanity and explicit sexual content – in a business blog. I know that the world has slid a long way but I can’t believe businesses are going to allow their representatives to use content like that.
The final bit is really hard to see even on Social Media Examiner which made it easier to figure out than the original source. It shows the median salary for those directing social media departments – at major companies no doubt.
Most businesses don’t clearly understand the value of social media yet – nor the time-consuming nature of what we do much less the complexity. It is early times yet for social media.
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