There is more to social media than widgets and groups…

After reading a post by Chris Brogan about Blockbuster Movies I found myself quite frustrated.

Social Media as a communication tool for brands is relatively new, so I don’t expect the world out of those who are out there doing “social media marketing.” Hell I am learning new and better ways to do things all the time, so I am not devoid of social media sin.

However I am always bothered by how many people try and boil SMO down to the most basic tasks:

• Create a page/profile on network X,Y,Z
• Create a group on network X,Y,Z
• Give that group special access to stuff
• Create a widget for network X,Y,Z
• Put a video on YouTube

ugh….

What happened to the strategy?

Those are social media tactics… and by themselves they are ineffective. Social Media works in two situations, when there is high quality content and when there is a conversation. Simply putting a profile on MySpace/Facebook is neither a conversation nor high quality content.

Those can be tools to lead social networks to a place where they can start a conversation or get high quality content, but the simple tactics are played out, old, and ineffective.

Especially the movie scene where people are itching to talk about their expectations, favorite actors, the results, etc… people are dying to talk about, and with others who are interested or part of the movie. Why not facilitate it in a real way, rather than creating another contact point. If you want another contact point run a commercial.