Day 2 of PubCon 2010 kicked off with a knockout keynote panel with Sarah Evans, Chris Brogan, Brian Clark, and Scott Stratten. With back-and-forth from all the participants, I'll summarize the overall topics of discussion. Here are the highlights:
Is Social Media A Fad? (Gotta start somewhere)
Getting Internal Buy-in On Social Media
You can with the question, "What kind of metrics can we move?" rather than just saying "We need to make videos."
You can point to the fact that the conversations are having regardless. It's a choice whether to participate.
Leveraging social media the right way is extremely effective because it is fueled by word-of-mouth and personal persuasion. It's one of the most effective channels.
Social Media Planning Phase
The social media plan should be created in the context of the entire marketing plan with a portion of budget allocated to social media and the same cohesion and accountability as any other marketing channel.
If you hate people, you shouldn't be on social media. People have been making mistakes for a long time. Social media just makes those mistakes more public. Make sure the right people are behind the plan and execution.
Social Media vs. SEO
Social media and SEO are on one continuum. Some of the smartest people in social media are SEOs, because they know about the importance of content and distribution.
It is not a competition between channels. Whether it's social media, SEO, PPC, etc., the amount of time to spend on the channels depends on the effectiveness of the channels. It's different for every company.
Social Media Failure
Find a good blend of active and passive income. Many in social media are failing because the social media revenue foundation and business model they've created requires them to "be there" for everything, and it's impossible for one person to keep up in that way.