Why Social Media Should Leave Your Marketing Department—And Where It Should Go Instead

Augie Ray was an expert in customer experience and social media marketing, but was frustrated by marketers’ persistent belief in social media as an effective marketing tool. 2021 is the time to change, and recent research has revealed four implications for social media marketing.

Firstly, there is a disconnect between the ability of marketers to measure the impact of social media marketing and their plans to increase spend. Secondly, organic social media marketing rarely works, with studies suggesting its effect may be detrimental. To build online social groups, marketers must unlearn marketing and move social media out of marketing and into customer care. Lastly, studies suggest that social messages requiring a response continue to rise, but brands’ response rate is decreasing.

Social media is a valuable tool for customer care, as the social mind is wired to interact in a flat and collaborative way rather than a salesperson-customer relationship. Marketers should shift their investments into customer care and move beyond their biases to maximize the use of social media in 2021.