Shannon's thoughts on marketing, public relations, social technology, entrepreneurship and other things

Shannon Mouton
Shannon Mouton

the principal at Topaz Consulting, is a relationship marketing professional, with a passion for utilizing social technology for building B2B/B2C relationships, sharing information, networking and advancing the greater good. She has over 20 years of public relations, marketing and community building experience. Her combination of political, nonprofit, higher ed and corporate experience has afforded her opportunities to build communities where none existed, develop and launch innovative programming and bridge generational, economic and racial divides.

Shannon serves on the board of directors for the In Series, a Washington, DC performing arts organization. She is a regular contributor to Women Grow Business and Discover Exceptionalism, and her blog, Shannon Sez So, examines life's joys, pains and idiosyncrasies. Shannon is the founder of Topaz Consulting, a DC based marketing consultancy with a nationwide portfolio of clients. She graduated from Mount Vernon College (now part of The George Washington University) and is a proud native Washingtonian.

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The Urban Legends of Social Marketing (5-8)

A continuation from a few weeks ago, all myth, legend, folklore, even old-wives tales have some semblance of truth in them. Over time, the truth has become watered-down and people have added or subtracted details to make the story more interesting. And in the end, it is the enhanced version with which we are left.

Here are four more for you to consider:

Anyone can do it...only a few can do it right
There are any number of so-called, wannabe, self-proclaimed social media gurus, mavens, experts and wizards. They pass themselves off as authoritative because they have thousands of Twitter followers and Facebook fans; and their streams are filled with Mashable and TechCrunch retweets and posts. In 2010, bonafide social marketers have enough of their own work to stand on, make sure you do due diligence before hiring "anyone."

A Google search does not replace reference checks.

It’s a cure-all...like snake oil and "herbal" tonic
Social media can be used as a tool for communicating with your customers. It is NOT the end-all-be-all of the marketing world. In the same vein that email has not replaced direct mail, which has not replaced telemarketing, social marketing will not replace anything. It is an addition, an augment, a complement to what you are already doing. It can provide depth and breadth to a narrow and shallow campaign.

The only true cure-all in life is death.

You can do it all in-house...just like you tried (and failed) with TV advertising, direct mail and media buying
You have a direct mail vendor, an advertising agency and a PR firm, why wouldn't you hire a social marketing company or consultant?

Only a fool hires himself for a lawyer.

Social marketing results can’t be measured...hogwash
Any number of things can and should be measured:

  • blog comments
  • mentions in the media
  • traffic analysis
  • Facebook fans
  • Twitter followers
  • comments on your content
  • blog advertising results
  • click-throughs to your web site
Not to mention, new tools are coming online everyday to assist marketers with metrics, measurements, analytics and analysis.

What social marketing myths have you debunked?
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