Can I have a witness from the congregation?

Why is it that someone who is an expert in social media is often referred to as an evangelist or guru?

Do we really need to resort to faith-based arguments to convince people that these new media are important to businesses and nonprofits? Well, I guess if we made stronger arguments based on “the numbers” then we wouldn’t need to ask people to blindly believe.  In the B2B world, more case studies from prominent companies would help.  Until pragmatic managers get a taste of higher customer retention rates, improved SEO, or increased online sales, then social media will be something that is optional (even if everyone is talking about them online).

Try this next time you explain Twitter or LinkedIn to a friend – share a couple of stories about organizations who turbocharged their sales or customer service levels using social media.  Then you won’t have to ask them for their blind faith.

Author: Frank Days

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  1. Zappos. crowdSPRING. HubSpot. Clear examples are right in front of us. We just have to use examples as a lead in…rather then a fall back.

  2. I was thinking more about examples from boring companies using social media to sell products to other companies. Once you cut through the overblown hype for these three examples, I am not sure how compelling these examples are to pragmatic marketers and other execs.

  3. Agreed on the “evangelist” title — it is over-used and gives the impression we put stock in faith over science. For examples of social media working for “boring” companies, I look to my dog-eared copy of “Groundswell” — Charles Schwab, Network Solutions, P&G have all built communities, learned from the language and demographics of the people in those communities, tweaked marketing to match the language used in the segments they attracted, and then won more business from those segments.


  1. A post evangelic social media world | tangyslice - [...] a followup to my recent rant about faith-based arguments, I grappling for a better label for a social media…

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