Warren Sukernek - Social Media Marketer

Warren, thanks for agreeing to do an interview. The primary goal of Social Media Reality Check is to give a clearer picture of what social media marketing really does versus what people’s expectations or misconceptions might be. It’s great to start our interview series off with a marketing pro’s perspective on this.

Tell us a bit about yourself.
I am Partner & VP of Strategies of Lift9, a start-up focused on social media research and analysis.

Twitter: @warrenss
Web: Twitter Maven Blog

At Lift9, we help our clients get involved with the online conversations about their products and brands. We provide social media marketing and analytics support by identifying relevant social media marketing questions. We utilize the latest analytics tools and human research teams to provide comprehensive reports that are understandable and usable.

We help brands incorporate social media into their marketing strategy. And we do all this in the most cost efficient way possible.

1. Let’s start with a basic question. How do you define “social media marketing”?

Social media marketing is the use of online tools like community platforms, Facebook and Twitter, blogs, wikis, and videos to engage with customers in conversation that improves relationships, resolves problems and creates loyalty.

2. There are few people in Seattle I would call “social media expert” – maybe none! – but you would certainly be near the top of the list if there were such a person. You’ve been with VML/Wunderman and Radian6. Now you are onto something new on the “social media marketing for large corporations” scene. How does what you’re working on fit into the social media ecosystem?

Firstly, thanks for such high praise. I hope I can live up to it. I’ve been very active in the social media community, both locally and nationally. Throughout, my focus has been an evangelism for the use of social media, not as the cool game-changing tool, but for the significant impact that the relationship marketing technique can have on a business, whether in the area of customer support, engagement, awareness, or loyalty. That’s why I am so excited about the potential of Lift9.

The social media monitoring tools provide a great stream of data that companies and their agencies can use to listen, measure and engage. However, although the tools are easy to learn, they are quite difficult to master. Gleaning insights requires a significant time investment and usage of other analytical tools. Thus, users have a tendency to measure volumes and create interesting graphs instead of using the tools to provide actionable insights and answer strategic questions. By using a dedicated offshore research team that applies best practices, we help our clients to learn important insights from the stream of social media data.

3. Do you think there is such a thing as a “social media marketing expert”?

I think we get too hung up on terminology in social media. As a nascent, evolving field, there is a lot of change in techniques and technology which makes it very difficult for someone to be a master of all. I consider myself a marketer first with a strong understanding of social media. Since there are no rules, certifications or disciplines in social media, I always recommend that people should do reference checks and look at LinkedIn to determine if the so-called expert has relevant experience for you.

4. You have worked primarily as a PR consultant to large companies, and now as a social media marketing and PR consultant to the same or similar companies. Do you see any fundamental differences between the way big businesses perceive social media and how small businesses perceive them?

Although social media is extremely hot now, I consider it a channel (but a very important one) for marketers to engage with customers and other stakeholders. Though the large companies have more resources available to them, they seem to be more risk-averse. This causes them to be somewhat leery of social media or its staying power. I’ve heard many companies say that they don’t want to participate on Facebook or Twitter because they know that the next new thing is right around the corner. Thus, they are waiting on the fence.

5. What about the differences between the way individuals perceive or use social media and the way businesses use them?

I see individuals using the tools to meet other like-minded people, strengthen relationships and stay in contact with their friends. Most companies (large or small) have a more specific purpose, whether it’s customer service, engagement, lead generation, or product management.

6. I realize these are big generalizations, but are businesses trying to change social media to fit their purposes, or are they, for the most part, seeing that they need to make some changes?

Probably a combination of both. I think that more companies are using social media in a test-and-learn fashion. They are adapting and expanding their capabilities as they learn what works for them.

7. Do you think businesses – people hiring social media consultants or social media marketing managers, say – have any unrealistic expectations about what social media marketing might do?

I think if they haven’t been active in social media, their expectations may be unrealistic. Social media is a great tool for relationship marketing, collaborating, engaging with customers, and resolving customer satisfaction issues. The jury is still out on how effective it can be for lead generation and sales.

8. When you talk to people about social media marketing, are there some things you always try to make clear or get out of the way first?

Social networking and relationship marketing have been around for quite a while. Today’s platforms however, act as catalysts that facilitate and accelerate the conversations.

9. Where do you think things are headed?

I think the tenure of the standalone social media specialist will soon diminish as social media becomes an accepted strategy that companies utilize for engaging with their customers. Thus, marketers, PR professionals and customer service specialists will incorporate social media as one of their tools.