Social media strategies overestimated, expert says

Executives in marketing jobs could be placing too much emphasis on social media strategies as the benefits of these are widely overestimated, an expert has claimed.

Although companies are persistently encouraged to reach audiences through social networking sites like Twitter and Facebook, the reality is there is little evidence to support its effectiveness, according to Richard White, founder of TheAccidentalSalesman,com.

He said: “Despite being an early adopter of social media … I am not convinced.

“There is a lot of social media snake oil being sold and I know many experts who are just telling people what they are doing rather than having solid results to back up what they say.”

However, the author of The Accidental Salesman - Networking Survival Guide maintained there was a place in marketing for social media, but it needs to be utilised appropriately.

To do this, marketers are advised to clarify their target audience before looking to social media to reach them so they can identify which site is best for attracting their attention. 

Burberry plc recently revealed its total revenue for the third-quarter climbed 21 per cent as its social media position strengthened, including more than ten million fans on Facebook.

Posted by Jake Cantrell

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