I admire your passion for the field you have chosen. I accept many of the basic premises from which you make your claims. I understand that in any relatively new field that statistical support will likely be short.
When we market a vehicle for sale to our consumers and miles per gallon is an issue, we must present numbers to support our claims, simply saying “it gets good mileage” is not enough information for many consumers. When presenting the features and benefits of a vehicle and we pop the trunk, it’s ok to say “it’s a big trunk” but we must be prepared to say just how big it is. In areas of opinion like appearance and ride, we do well to keep in mind that what we find as comfortable and attractive may not agree with everyone’s tastes. We must always be aware of the subjective areas of our presentation.
If we as marketers of a vehicle begin to fall short of answers to the consumer’s questions, the one thing we can’t do is become frustrated and call into question the consumer’s intelligence by inferring that he/she is 'failing' to see the value that is obvious to us. The consumer stops listening immediately. It’s over, it’s done. The better salesperson/marketer will be patient and continue to attempt to make the value obvious to the consumer. When we fall short on answers, become frustrated with the consumer’s inability to see the value we see so clearly, we can not shortcut the process with inferred threats…..”your world as you know it will come to an end if you do not buy this vehicle”, we need to call it quits and go back to flipping burgers.
I am often slow to respond and understand the value in anything “new” these days. My not understanding does not make something bad or undesirable; it just means I have not arrived at the same conclusion as the presenter yet.
Marketers of Social, my world as I know it may well end if I do not soon see it your way, I’ll give you that. A well seasoned marketer understands that the key to his/her success (transferring my dollars to your bank) lies in her/his ability to help me understand the value. A rookie gives up and tells me I don’t get it and infers my stupidity.
For the record, there are several vendors and consultants who are presenting fair and balanced arguments for Social that make a lot of sense to me. When they are relying on gut or assumptions in support of their claims, they say so. When numbers are available, good or bad, they present them. These vendors and consultants have my attention. They are long on patience and short on threats.
My opinion and a buck will get you a coffee most places.