In today’s business world, effective social media management has become a cornerstone of successful marketing strategies and campaigns. Much attention is given by enterprise to an established presence on Facebook, Twitter, and many other social networking sites. Web 2.0 applications such as blogging and webinars are widely used to broadcast marketing content. eMail continues to prove itself an efficient operational method of individual targeting.
The benefits of social media to business are both myriad and well documented (Stewart, 2013). In her article, Stewart lists the number one advantage as being customer engagement; the ability to receive input directly from buyers. This sort of readily available marketing research is invaluable data, and is mined with minimal effort. Consumer participation and contributions may offer surgically precise insight into product and service desirability, with resulting increases in sales and customer satisfaction (Buyer Persona Institute, 2013).
Yet companies continue to ignore these leads in favor of outmoded customary methodologies, as has been indicated recently by the Occupy movement (Browne & Nutfall, 2013). This is a dynamic whose precedent can be traced back to the 1950’s, when corporate executives extensively believed they could dictate what the marketplace would buy. It was during that time cartoonist Al Capp, architect of the comic strip Li’l Abner, created a caricature named General Bashington T. Bullmoose, “the epitome of a mercenary, cold-blooded capitalist tyrant tycoon.” (Wikipedia, 2013)
Bullmoose’s admonition that, “What’s good for General Bullmoose is good for the USA,” a reflection of previous General Motors president Charles E. Wilson’s sentiments expressed in congressional testimony, only ever-so-slightly over exaggerates the nature of the problem of a refusal to listen to customer input over social media channels. It was as I was preparing to write this article that my wife, Annelle, astutely considered that the active verb tense describing this condition could be termed, “bullmoosing,” the social marketplace, which is to say ignoring the vital information that might very well spell out the difference between success and failure for many marketing ventures.
Bullmoosing is carried out at the peril of companies. The recent lessons illustrated by angry Middle East protestors demonstrate the danger of a refusal to deliberate the wishes of constituents (Greenfield & Braun, 2013). While it is doubtful consumers will take the streets in violent demonstration, they can and will refuse to support heavily funded marketing campaigns, which in the end can spell disaster for bottom line profits and investment returns.
Recent research suggests billions are being spent in social media advertising dollars, positioning marketing messages in channels such as Facebook and Twitter (Palermo, 2013). Over 88,000 open social media management positions are currently being listed on Websites (SimplyHired, 2013). In light of such heavy speculations, bullmoosing targeted audiences seems to make little, if any, sense.
In today’s business world, effective social media management has become a cornerstone of successful marketing strategies and campaigns. Yet the predilection to continue the bullmoosing of the social marketplace stands as an ongoing threat to the future of marketing efforts for many companies.
Browne, J., & Nutfall, R. (2013, December 4). Beyond corporate social responsibility: Integrated external engagement | McKinsey & Company. Retrieved from McKinsey & Company: http://www.mckinsey.com/insights/strategy/beyond_corporate_social_responsibility_integrated_external_engagement
Buyer Persona Institute. (2013, December 4). What is a Buyer Persona? | Buyer Persona Institute. Retrieved from Buyer Persona Institute: http://www.buyerpersona.com/what-is-a-buyer-persona
Greenfield, D., & Braun, B. (2013, December 4). Jordan Ignores Domestic Discontent at its Own Peril. Retrieved from Atlantic Council: http://www.atlanticcouncil.org/blogs/menasource/jordan-ignores-domestic-discontent-at-its-own-peril
Palermo, E. (2013, December 4). Social Media Advertising Budgets Rise in 2013. Retrieved from Business News Daily: http://www.businessnewsdaily.com/4012-social-media-advertising-budgets.html
SimplyHired. (2013, December 4). Social Media Manager Jobs | Job Search with SimplyHired. Retrieved from SimplyHired: http://www.simplyhired.com/k-social-media-manager-jobs.html
Stewart, K. (2013, December 4). Top 5 ways your company can benefit from social media – The Business Journals. Retrieved from The Business Journals: http://www.bizjournals.com/bizjournals/how-to/marketing/2013/07/five-reasons-your-company-can-benefit.html?page=all
Wikipedia. (2013, December 4). Li’l Abner – Wikipedia, the free encyclopedia. Retrieved from Wikipedia, The Free Encyclopedia: http://en.wikipedia.org/wiki/Li’l_Abner