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Dealing with Social Guilt

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I knew it was an issue. A feeling shared by many of my peers within the tourism industry. A deep, dark secret that few will admit to. The painful guilt that arises from ignoring social media.

A sunrise in Maine...

Between presentations at the Maine Tourism Conference, I found myself back in the meeting room a full 45 minutes before the next breakout, checking in for my flight the following day.

At that point, an attendee...a lovely Mainer (and yes, everyone is friendly in Maine)...asked if she could come in a bit early and ask me a few questions.

Personal instruction was how she described it.

As I got to know Susan, I learned that she runs a wonderful art gallery featuring copper sculptures and casts.  High-end and highly desirable copper artwork, with a specific and often reserved clientele.

We talked a bit about the gallery's website, their eBay store and efforts to build a CRM list combing the aforementioned website, store and emails.

But as we spoke, I could sense there was something else on her mind.

So, being direct as always, I asked.

You obviously have another question...what else can I help you with?

Apparently my reassuring tone and handsome business cards were enough to gain her trust, not unlike a psychologist, or guidance counselor, but with a larger Twitter following.

Well, I feel guilty about not being on Facebook.

Instinctively my hand raised between us, blocking the theory of social ectype that was about to be directed toward me.

Don't be.  You don't need to be on Facebook.

Those words washed over her like a warm sunrise across Saco Bay.  She was excited.  Apparently, every other conference, blog post and guru described the Facebook page as a requirement, rather than a strategic option.

Susan stayed through the entire session, essentially a retelling of our very conversation, and thanked me again at the conclusion of my presentation.

Free from social guilt, she walked out of the South Ballroom and back to her original marketing plan.

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Troy Thompson

Troy Thompson is a respected consultant, speaker and thought-leader in the tourism industry. Principal at the Travel 2.0 Consulting Group and Founder of mark, Troy provides destinations, DMOs and CVBs with answers to difficult digital marketing questions.

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  • http://www.travel2dot0.com/ Troy Thompson

    Are you feeling social guilt?  Facebook, Twitter or, gasp (!) Pinterest?! Tell us about it.

  • http://donnieclapp.com/ Donnie Clapp

    I actually think we may be on the downhill side of the Facebook Effectiveness journey, even for brands that think it a perfect strategic fit. It's little more than just a gut feeling, but it doesn't seem like its reputation (deserved or not) as a marketing panacea is going to stand up to criticism/evidence much longer.

  • http://www.facebook.com/janis.walburn Janis Fox Walburn

    I am not sure  I would tell my clients to give up their Facebook Pages just yet. There is talk about integrating the new Timeline feature for FB Pages which opens up a lot of visual branding opportunities here - especially within the tourism market and others. 

  • http://www.travel2dot0.com/ Troy Thompson

    Thanks for the comment Donnie.

    Interesting point...I am not sure of the exact reasons, but it feels like there are a combination of pressures on Facebook.  The shear number of marketers trying to leverage the service, case studies and the 'r' word...ROI.

    I agree with you, the days of Facebook being the first and only answer to the social strategy question feel limited.

    - Troy

  • http://www.travel2dot0.com/ Troy Thompson

    Hey Janis,

    Thanks for the comment, appreciated!

    Well, I would agree.  I would not blindly tell anyone to give up their Facebook page, or any other marketing tactic without understanding their goals, etc.  No doubt, Facebook will work, and work well, for some marketers.

    But for Susan, probably not.

    Her clients are high-end, repeat buyers who value anonymity.  And I suppose I would too if I dropped $50k on a piece of artwork.

    Considering that demographic against her goals and resources, starting a Facebook page should not be high on her list.  And frankly, probably not on the list at all.

    Time will tell on the effectiveness of the Timeline update (no pun intended).  You are right, the visual changes should provide some additional branding opportunities for destinations...now, can we translate a cleaner page UI into some actual interaction?

    We shall see.

    - Troy

  • http://buhlerworks.com/wordpress JEBworks

    Couldn't agree more. It's the difference between the legion of self-appointed, instant social gurus who all too often lack a track record of general business and marketing skills. Their solution is like the guy with a hammer for whom everything looks like a nail. A Facebook page as panacea for all that ails you is surely a recipe for failure. As part of an overall thought out strategy, much less so.
    To know the difference depending on the situation comes from know how acquired through experience.

  • http://www.travel2dot0.com/ Troy Thompson

    Thanks Joe.

    I simply cannot add any more to that comment.  Perfect.

    - Troy

  • http://www.travel2dot0.com/ Troy Thompson

    Thanks Gregg, and thanks for the comment.  Sorry it took a bit to get it approved.

    Certainly, the power of social is undeniable, but not for every brand and every marketing plan.

    - Troy

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