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Has social media already won?

Everyone wants to be on the winning team. It just takes longer for some people to see the winning.

I remember walking my first Bay to Breakers race about a decade ago.  I had a very broken arm and lugged around a cast that ran from my fist to my armpit. An hour into the 7 mile race someone with a bullhorn was yelling to the masses: “The Kenyans have already won. Go home!” I laughed and limped along with the thousands of others — appreciative of the update.

Social media isn’t too different. The early adopters have been claiming victory over traditional marketing channels since Facebook and Twitter were mere puppies. Search, email and general multi-media marketing/advertising might have a few things to say about that.  But if you just look at the growth of Facebook and Twitter memberships over the past year — they’re signing up more people now than they were two or three years ago — you can start to see the not-so-early-adopters getting on the bandwagon.

And that’s OK. We all can’t be died-in-the-wool Yankees, Patriots, Red Sox or Phillies fans. Someone has to get on the bus last. So grab your licensed apparel and get on the social media express. But to the newcomers to social, I’d caution you from drinking solely from the awareness pitcher. Check that box and skip ahead to finding out how social media can drive lead generation and business development — because that’s the Kool Aid pitcher the cool kids are filling up from.

It can look a little like this one that I know was used in generating ~$200 million on software/solutions business leads for an enterprise facing company with a big blue logo.


Not as sexy as a Facebook page with videos of the trendy people at your company doing fun things in skinny jeans.  But it works.  And it will take this kind of coordinated approach to driving business for social media to run with the Kenyans.

-Jose Mallabo

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