Chickens vs. Eggs

I recently had a lengthy debate with my youngest daughter about the eternal question: Which came first, the chicken or the egg? As it turns out, it was a good warm-up for a business discussion.

Remember when you were a teenager and you argued everything with a passion worthy of death row appeal? That’s how it was with my high schooler after watching Jurassic Park. I made the mistake of quoting some article I read that said a T-Rex is more closely akin to a chicken than a lizard. Darwin aside, we launched jaw first into the classic Chicken and Egg argument. When you’re fifteen, there is no “agree to disagree,” there is only ”I win, you lose!”

What does this have to do with business? Well, it wasn’t too many days afterward that a request came across my desk from a prospective client wanting a social media marketing (SMM) campaign to help drive revenue.

ME: “Do you have any research that shows how your ideal customer uses social media?”

THEM: “No.”

ME: “Do you have a profile of their Web habits?”

THEM: “No.”

ME: “Then why do you believe a social media marketing campaign will be successful?”

THEM: “Because we were told social media is less expensive and we want to try it to win new customers.”

This was a discussion as timeless (and endless) as the chicken/egg debate. What comes first, the strategy or the tactic? Social media marketing is the new toy that everyone wants to play with, but even toys come with warning labels about appropriate use.

Not all social media techniques are effective in every situation. It takes research and planning before making the decision if, and, if so, which SMM tool is appropriate for your organization. Not to mention, you have to make sure your goal is appropriate and realistic.

Take the time to develop an appropriate strategy before assuming SMM is the right thing for you. Otherwise you may end up with egg (not chicken) on your face.