In the last couple years, we in advertising and marketing have had to deal with a lot of what could be called destructive change. Part of this has been from the economy, and also a good deal has come from social media.
And as 2010 closes, it’s great to see how far we’ve made it as an industry with integrating social media into our practices. For those of us already there, it’s taken more than a few steps:
The first stage is denial. This denial usually isn’t that social media exists but that it has any relevance at all. People in stage one often say, “I don’t care what anyone had for breakfast.”
The second stage is anger. Most marketing managers feel that they already have enough on their plate; it’s only natural that a new, unwanted burden should, well, piss them off. You’ll hear people in stage two muttering about Facebook or putting expletives in front of the word Twitter.
The third stage is bargaining. Bargaining often revolves around stakeholders trying to get someone else to handle the burden of responsibility. Hiring an intern often occurs in this stage.
The fourth stage is depression. This is when the responsibility is accepted and the burden of learning is taken on. Mood swings are a regular occurrence in this stage. One minute, the griever is excited by the possibilities and the next overwhelmed by the sheer size of the space.
The fifth stage is acceptance. Once the learning curve starts to bend down, the depression starts to subside. You can easily recognize when someone is in this stage because this is when they start talking intelligently about integrating Facebook, Twitter, and YouTube into marketing plans. Because they can start to see the real benefits of this new form of engagement. This is when the grief ends and magic can finally begin to happen.
If you’re still working your way through these stages, don’t fret, you’ll get there. It’s part of the new marketing landscape, and the sooner we’re able to fully accept it the sooner we’ll reap its rewards.
– Jimmy Gilmore, Senior Copywriter