Posted on March 12, 2010 by Tac Anderson — 2 Comments
What is zombie media? Tactic-only social media.
What does zombie media look like? Empty, vacuous Facebook pages and Twitter accounts devoid of conversation. [Warning] Zombie accounts often have lots of content flowing through them, but no one is there. It’s brainless.
Is zombie media the same as social media spam? No. Unlike most social media marketing, social media spam has a deliberate strategy and better ROI.
Where does zombie media come from?Sadly most zombie media comes from well-intentioned marketing efforts. Marketers launch a Twitter account or Facebook page or blog but don’t have the resources, systems and process aligned to sustain the effort.
What is the cure for zombie media?Influence is the cure. You achieve influence through building trusted relationships and engagement with other influencers.
Marketing has always worked because of influence. Take away influence and your marketing sucks. It used to be that you achieved this by working with a handful of influencers or influential media sources. Today the influencers can number in the thousands or hundreds of thousands or millions.Your existing processes won’t scale to meet that need.
But influence is not a switch that can be turned on or off. Influence is something that you build over time and work to maintain. To scale the effects of influence you need processes and systems we’ve never had in place before.
You need to rethink everything.
Marketers are all being asked to do more with less, but no one has given them the tools to do that.
If you put systems in place to integrate social media with your marketing/PR efforts, you will do more with less and achieve better results that you can measure. I know this because I’ve seen it done.