Is Your Social Media Run BY A Nurse Or a Brain Surgeon?

by Tom Nilsen on 07/19/2009

Forgive the analogy, but I often hear my former peers in Fortune 500 CPG Marketing tell me “we’re doing Social Media” when I ask. The point is this: a nurse and a brain surgeon are both in “medicine”, but I wouldn’t want the nurse operating on my brain. The same is true in the most vital area of your business.

Most typically, major companies have scrambled to assemble teams of classically trained marketing folks like me. I spent 25 years in ‘classical’ Marketing with Nestle, Sara Lee, Coca-Cola, Coors, and sat across the desk with P&G, Kroger, etc. on ‘targeted marketing’ while with Catalina Marketing.
The singular issue with ‘classically trained’ marketers is that everything they have ‘experientially’ gained with years of tremendous experience has suddenly become obselete (at least in the applcation of Social Media). Our instinct (and in some cases self-protectionism) causes many to build on that experience and attempt to retrofit ‘old models’ into the ‘new media’. It doesn’t work!! ‘Old models’ ultimately tell us to ‘push’ our agenda on either a mass or somewhat targeted audience via traditional media choices and paper-dependent incentives (ad features, coupons, DM, etc…). We know these are highly inefficient (FSIs producing < 1% redemption is a great example)…but I’ll leave that for another discussion.

THe point to be made is this: Pushing a commercial message is Anti-Social and looses audiences faster than you can change the radio channel or hit fast forward on your TV’s DVR. Social Media, if done right, ‘pulls’ an audience to you. You suddenly find yourself on Page 1 of Google searches. You are engaged with a targeted audience that targeted themselves before you even got to the party. And if you really have that brain surgeon on the team, you can even create “Conversational Currency” (TM)…the ultimate goal of business within the SM world.

Take a closer look. Who’s ‘operating’ on your Business Needs?

{ 24 comments }

Vernon Dutton September 20, 2009 at 4:31 am

Is Your Social Media Run BY A Nurse Or a Brain Surgeon? (A Nurse of Coarse!)
smiling http://tinyurl.com/md9bjl

Vernon Dutton September 19, 2009 at 11:31 pm

Is Your Social Media Run BY A Nurse Or a Brain Surgeon? (A Nurse of Coarse!)
smiling http://tinyurl.com/md9bjl

Ann Evanston July 22, 2009 at 7:13 pm

Is Your Social Media Run BY A Nurse Or a Brain Surgeon? | The Relationship Economy…… http://ow.ly/hWTG via @ttnilsen1

AnnEvanston (Ann Evanston) July 22, 2009 at 7:16 pm

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Is Your Social Media Run BY A Nurse Or a Brain Surgeon? | The Relationship Economy…… [link to post] via @ttnilsen1

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Ann Evanston July 22, 2009 at 7:11 pm

I love this and knew exactly where you were going before reading it. I am shocked by how many people to not get that those methods no longer work. AND I am really tired of “well they are cheaper.” What? cheaper is NOT always a good thing, especially when we are talking about your online image.

Ann Evanston
The Warrior is Within You
http://Warrior-Preneur.com

Happy July 20, 2009 at 3:14 pm

Couldn’t agree more>>RT @BridgetAyers: Is Your Social Media Run BY A Nurse Or a Brain Surgeon? http://is.gd/1FdFA via @TrendTracker

Glen D. Gilmore, Esq July 20, 2009 at 2:28 pm

Is Your Social Media Run BY A Nurse Or a Brain Surgeon? http://is.gd/1FdFA

Mike Taljaard July 20, 2009 at 4:17 am

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AronStevenson (Aron Stevenson) July 20, 2009 at 1:07 am

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RT @JDeragon Is Your Social Media Run BY A Nurse Or a Brain Surgeon? [link to post] #socialmedia

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Marj Galangco July 19, 2009 at 5:42 pm

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nickblackman (Nick Blackman) July 19, 2009 at 4:03 pm

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RussAebig (RussAebig) July 19, 2009 at 3:12 pm

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RT @gtgart: Is Your Social Media Run BY A Nurse Or a Brain Surgeon? | The … [link to post]

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NicheMedia (John Luce) July 19, 2009 at 2:09 pm

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Is Your Social Media Run BY A Nurse Or a Brain Surgeon? | The …: Forgive the analogy, but I often hear my form.. [link to post]

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WSWDivas (Heather Jumah, CEO) July 19, 2009 at 1:53 pm

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InternetFlyGuy (Hunter Hampton) July 19, 2009 at 11:51 am

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BrianCitizen (Brian C. Citizen) July 19, 2009 at 10:28 am

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prblogs (prblogs) July 19, 2009 at 9:33 am

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RelationshipEcon: Is Your Social Media Run BY A Nurse Or a Brain Surgeon?: Pushing a commercial.. [link to post]

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MIrealestate (Mike Bowler Sr) July 19, 2009 at 9:29 am

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RT @JDeragon: Is Your Social Media Run BY A Nurse Or a Brain Surgeon?: Pushing a commercial message is Anti-Social .. [link to post]

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AchieversNet (Achievers Network) July 19, 2009 at 9:23 am

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JDeragon (JDeragon) July 19, 2009 at 9:11 am

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