Are social media like Facebook, Twitter and LinkedIn causing a revolution in business development? At his blog conversation marketing, internet marketer Ian Lurie waded in to the discussion with a provocative post that caused, in the author’s words, a bit of a kerfuffle. Excerpted with permission.

Before we all get swept up in the hype around social this and media that, it pays to step back, take a deep breath, and get some perspective:

First, the phrase is ridiculous. Have you ever heard of ‘anti-social media’?

Second, social media is not something new. It’s been around since one of our apish ancestors hooted to the rest of the tribe about a sabertooth tiger.

Third, you are not Barack Obama. If you’re expecting to reach millions of people overnight, it ain’t gonna happen.

What social media/networking is

Social networking happens any time you connect with others to get the word out. If you need to pass the message that all purple things are intelligent, you could stand on a street corner and yell “Purple things are intelligent!!!!”. If another crazy person is passing by, they’ll pick up the story and pass it along.

Online, social networking happens when you reach out to existing connections through one of the hundreds (thousands?) of tools out there like Twitter, Facebook or MySpace. Post your message, and everyone who follows you (on Twitter) or is your friend (on Facebook) sees that message. If they like it, they pass it along to their friends, who may also like it, and so on.

It’s like a sneaky chain letter, without the vague threats of horrific consequences.

What social media isn’t

Social media is not some phenomenon that’s unique to the online world.

It is not a revolution in marketing.

It is not the Way To Instant Millions In Your Inbox. It takes time.

It is not a substitute for other marketing tactics. Tell me that and I’ll punch you, or at least bat at you feebly (I’m kind of a wuss).

It’s about expectations

Lots of people claim they’re ’social media experts’. There are no social media experts. Unless you’ve gone your entire life without a humiliating moment of ass-clenching foot-in-mouth syndrome, you are not a social media expert.

There are some marketers who claim to be social media experts but don’t have a clue. Then there are a few who know a lot about the sites and the tools and can use them to support an internet marketing campaign. Neither is an expert. The latter is a great asset. The former is a danger to himself and others.

Set your expectations. Any form of social media or networking requires that you have an audience of interested listeners, first. If you think you’re going to get that in a week, think again.

You can read the rest of Lurie’s post at conversation marketing. While you’re there, check out his response to the ensuing kerfuffle. The role of social media in business and marketing is still very much up for debate.

Posted in Industry trends, Marketing and promotion