I felt the want to write this newsletter after a recruitment company requested considered one of our customers if the marketing character whom they were staffing had to realize social media. The process became a product marketing function and our patron is a transoceanic fiber optic cable proprietor and operator. This query straight away raised concern among myself and my employer’s sales and advertising recruiters. The trouble with social media is that a few marketing personnel do not make an effort to find out about its strengths and weaknesses previous to shifting forward with a marketing plan involving social media. What advertising experts and the those who rent them want to understand is that “social media” is exactly what it sounds like. it is something that most people view and disseminate in their loose time, and there are only sure industries that are without a doubt capable of benefit from it. From what our sales and advertising recruiters have located, most of these businesses benefitting from social media do now not promote their product to different groups. rather, they sell straight to the consumer. as an instance, YouTube is technically social media, but most CEOs simply use it as an excuse to get themselves on web television. even as some enterprise to commercial enterprise social media tasks do grow to be a hit marketing processes, more regularly than no longer they virtually burn up time and power (and cash) that is probably better spent that specialize in different sorts of commercial enterprise development.The income and advertising and marketing recruiter who asked our consumer about whether or now not the candidate had to know about social media virtually had no concept what she or he changed into speaking approximately. first of all, to get an expert in the field (someone who knows what they are speakme, rather than simply throwing the phrase on their resume) it is going to cost loads.2nd, a corporation (our purchaser) this is marketing themselves as a fee effective transoceanic fiber service with 10G ability (rather than the 40G traces, which make up the majority of transoceanic cables) is mainly targeting technology departments within monetary-associated organizations and most probably has no need to create a social buzz approximately their product. The product is fee powerful but not reducing facet. but, our consumer become about to hire the seller who requested the aforementioned query, and for a lot of cash. I don’t know why eighty% of marketing employees don’t analyze social media, however they do not. From what our sales recruiters have discovered, however, the best ones continually do. in my opinion, this makes me skeptical of lots of them. A lack of awareness concerning social media and its uses outcomes in advertising departments starting up the agency checkbook to the primary character who calls and says the phrases “social media.” in view that this form of media is an factor of advertising, it’s miles the advertising and marketing department head’s responsibility to live updated with how beneficial or beside the point it is to the organisation’s commercial enterprise improvement.every other aspect which made the aforementioned statement seem like the individual did not understand what they have been speaking approximately it is the reality that if our client changed into to position some thing on YouTube, it’d not be found. what number of tech departments at hedge finances are looking round YouTube or Google Video for transoceanic cable providers? instead, the potential head of advertising and marketing for this organisation could want to recognise that they are no longer going to create a massive buzz through the social media channels, consisting of Twitter. maximum firms with a B2B recognition might start a weblog hoping to get followers on Twitter, however their target market is probably no longer searching round for blogs or Twitter feeds. Optimizing the business enterprise weblog for seo isn’t always going to paintings either until you’re an professional at seo. Twitter clearly works first-rate for online newspapers, superstar watch lists, sports news (fable soccer) trending, and so on. every body is talking approximately social media, but most effective a small percentage of the population truely knows what it’s miles. The statement through the above-mentioned recruiter confirmed a lack of any expertise of this shape of media due to the fact, for the most part, our patron could want to stay out of social media. besides signing on a huge client and wanting to get the word out (technically PR advertising, not social media), apparently the handiest interesting media the company would be able to get to draw interest to themselves would be terrible insurance in on line or traditional media.