February 23rd, 2008
Nobody Owns the Social Media Sandbox, Especially Not PR
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Quick Summary: My take on the PR vs marketing debate in social media circles — nobody owns the social media sandbox.
There’s a debate going on in search, marketing and PR blogs on what is Social Media Marketing, how does it relate to Search Marketing and Social Marketing, and who owns it.
On one extreme are the SEO/ SEM experts who primarily focus on the role of social bookmarking, social news and other social networking sites in driving traffic to websites (The Search Marketing Purists) –
Social media is easy to hype because there is a lot of traffic on social media sites. But if you try to do anything with social media traffic to convert it to revenue, you will be hard-pressed — unless you are selling CPM-based advertising. (Aaron Wall)
On the other extreme are the not-for-profit social workers who primarily focus on the role of marketing in influencing social behavior and bringing about social change (The Social Marketing Purists) —
Social marketing seeks to influence social behaviors not to benefit the marketer, but to benefit the target audience and the general society. (Nedra Kline Weinreich)
