Want to master high-tech marketing? Start by going really low-tech.

Over the past three years it has been a sheer pleasure to write this blog and, more so, to learn from all the brilliant minds who publish so many great blogs. In so doing, I'm afforded the advantage of participating in a dynamic professional community that is constantly teaching me new ideas, remarkable insights and breakthrough methodologies. I even learn new ways to tackle age-old problems.

And in an economy based on sharing--with its fervent exchange of ideas, expertise and knowledge--my learning curve is constantly at full tilt as I'm gleaning so many different views and viewpoints. I grow, and my work grows better.

But even in my avid personal use of these media, and in my use of them professionally, one thing I know for certain is that nothing... not a single thing... can replace the value received through hands-on, face-to-face training.

No amount of books, blogs, conferences, e-conferences, ebooks, checklists, podcasts, position papers, Webinars or Web tools can equate to the level of impact that on-site instruction and professional guidance yields.

(And if I’m wrong on this premise? Then not only am I owed a whopping sum of cash back from college tuition fees, but business school owes me a mountain of money back, too.)

A book doesn’t answer you. A blog might not be able to answer you right away, or address the specific challenges you have at that moment. A conference is a space where you are but one in an audience of many. And during a podcast, you can’t interrupt the professional to clarify a complex point... you can only rewind the podcast and hope that you grasp that point when listening to it a second time. Or a third.

Does that mean that learning instruments, like books and blogs, aren't beneficial? Not at all. They are tremendously advancing—geez, if I thought otherwise, then I sure am wasting a lot of time in producing a ton of social media posts, tips and extras. Most assuredly, these learning tools are well worth the time and money invested in them.

But they are supplemental. Ergo, they supplement our core knowledge. Yet it's those very "essentials" and that core knowledge where most of today's companies need the most help. Only once a foundation is laid, can professionals most effectively supplement their knowledge through a host of the learning instruments mentioned above.

Because, let's face it, most of today's professionals aren't afforded the time to delve into social media like so many of we social media specialists. And too many companies are hiring specialists to "create something for them" instead of first hiring specialists to "teach something to them."

Folks, there’s a reason why so many companies are sinking instead of soaring in their use of social media. It’s not that they’re not trying. It’s not that they’re the "bad guys," although some are certainly far more market-focused than others (and those examples provide me fodder aplenty for this blog!).

It’s that they’re ill-equipped. They "just don't get it!" because they're not getting the right training nor reaching the right levels of understanding.  Moreover--and this is really important as it's highly misunderstood--this space we call Web 2.0 is quite deceiving: at first blush, it seems very easy due to all the free, one-click publishing tools, yet it’s a tremendously complex set of media because consumers are now empowered with the same tools as companies. And that changes things. A lot.

Even when training companies on understanding the complexities of social media, I’ll witness the equivalent of little light bulbs flashing when they start to understand the various aspects of this space. They start connecting all the dots and these media become much more tangible and relevant to their marketing, and methods. Kinda like... exactly like... those little light bulbs that went off in your own head when you were learning in classrooms with your instructors.

Because in those classes, your teacher was both instructing you on the theory and, through all the homework, analogies, anecdotes and exercises, putting you into practice on the subject matter at hand.

So, what should companies do, and what should we expect from them?

Well, we certainly can't expect all companies to drop everything and apportion a ton of time in using these tools on a daily basis. Some will have that ability. Many others won't be able to spare the time from their existing resources--as their resources, thanks to this recession, are now doing the work of two, or three. And some companies will be able to afford outsourced resources (like agencies and consultancies) and/or add in-house talent (employees) to develop their social media strategies, plans and programs.

But whomever a company employs or retains, needs to ensure that the company is not merely going through the motions—they need to instruct the company on the essentials in a format that's not just telling companies, but truly teaching them. Because companies don't need to only understand the tools but the Web 2.0 marketing rules that bolster them; not only grasp the best practices but the inherent ironies of this space as well; and not only execute programs but ascertain the robust planning that is involved at the outset. And much, much more.

Alas, the irony of all this high-tech success necessitating the lowest-tech of formats--humans teaching other humans with all humans in the same room at the same time--is not lost on me. But it shouldn’t be lost on companies or the specialists that support them, either.

In sum, if you want to master all these high-tech tools, you'll do well to first go very low-tech in truly understanding the space in which they are used. You and your (high-tech) results will thank me for it.

Social Media Tips • Social Media *Extras* • Social Media Training • Contact CK

Comments

[David Reich]

Some good points here, CK. I think as we have the natural progression of more younger people coming into the business world and moving into positions of influence in their organizations, we'll see more willingness (and perhaps less fear) to experiment with social media as a part of the marketing, communications and customer relations mix.

The word "experiment" is key here, I think, since this space is still so new that there are many ways to succeed (or fail) here. While there are some best practices that have been proven to work, they still may not be a roadmap for every organization.

I think the key thing is to remember who your customer is, understand where and how and why they interact with social media, and then keep in mind basic rules of courtesy and respect. As you said, it's low-tech before you go high-tech.

[CK]

Folks -- my blog has been acting wonky today (sorry!) so I'm adding a comment from Jon Knight as my blog won't let him... hopefully it's on the mend now, but here's Jon's comment.
*******************

As always, right to the point and to the right point. Understanding is the first step to Mastery.

And nothing ever trumps one-on-one, face to face conversations. Your point can be expanded throughout all of social media.

Back in the 80s when I setup my 1st social marketing program, I stressed the idea to my clients. It was a follow-through system for new car salesmen to stay in touch with their customers, automated with the (then) newest tech on the market.

But I saw each client at once each month to remind them to take a day and either call or actually visit their customers, just to say hi.

You know, this may be one of your most information-packed posts ever. As I hovered over the links you included I remembered nearly every one. Folks who're looking for more should consider clicking each one.

Jon
jon@computergeekservices.net
http://www.computergeekservices.net

[Kristina Thorpe]

Thank you for the post. Marketers of all kinds need to be reminded of this and I think those of us on twitter are seeing the need expand exponentially daily. What amazes me as much as the amount of spam is the belief that the spam will have an effect other than just turning off the viewer. Denis Waitley, years ago, started talking about high-tech, high-touch. He was right! So the more with a voice like yours, the merrier!

[jon burg]

This takes me back to a marketing 101. Every interaction is one more step in the customer journey. CRM has long been the loudest voice for many brands... in a social context.

CRM is why LandsEnd was the brand of choice in my house growing up, and the reason my son has a LandsEnd coat. They made it work. Their representatives are remarkably kind and upbeat.

Great post, thanks for sharing.