I just returned from participating in both OMMA and SES NY and what struck me from both those experiences is that regardless of the title topic in any session the discussion invariably looped back around to Social Media. Many keynotes and sessions were devoted to the topic, including most of the main stage events at SES but when attendees at any topic session were not asking budgetary/economy questions their focus was clearly on Social Media in all its forms. Advanced audience members tweeted constantly during the events and tweeted questions were sometimes incorporated into the session Q&A while other audience members required a 101 introduction to the tools and strategies of Social Media. The range of experience was very broad and not conducive to productive conversation unless you randomly happened to hit a pocket of experienced social marketers.

Many marketers were looking for “free”, “viral” or consumer generated bumps to their challenged marketing budgets but not surprisingly, most had no experience to draw on in this new area. The language and taxonomy used was a clear clue to the user’s comfort and experience level. The professional advice offered varied as much as the audience experience. Tool providers hawked tools and shiny gadgets while agencies preached an integration message; everyone talked about metrics and measurement but no one provided a satisfactory answer. PR firms competed with digital agencies who competed with search boutiques who all competed with in-house personnel to claim the Social Media right of way. Discreet, impressive case studies were presented but naïve viewers failed to recognize the differences between B2C and B2B, passion brands and commodities, engaged demos and communities and a waste of your time and money.

The mandate is clear for digital educators and event planners. Social media education is timely but needs to be tracked for beginner and advanced users and needs to address the key questions I heard asked this past week:

• Does Social Media make sense for me?
• Where does Social Media fit in my organization?
• Who do I turn to for professional guidance?
• How do I budget for this effort?
• What can I expect from my efforts? How do I measure the success?
• What are the tactical options in Social Media?
• How do I integrate this fully with my other marketing efforts?