Let’s ditch 2013 forecast posts. Here’s a wish list

The author waxes disdainful about those ‘What will next year bring in our industry?’ posts, offering instead some hopes that common sense will prevail.

It’s the same email you got last year, word for word, they just did a global replace for “2012” with “2013.”

So here’s what I’ve told them all, and I’m happy to share with you. It’s not long, it’s not huge, and it’s actually not even a prediction. It’s more of a batch of hopes:

In 2013, I hope …

1. … that we finally stop using the term “social media” in a vacuum, as though social media alone is going to save the world. It won’t. It still won’t. Why the hell don’t we know this yet? We’ve had more than six years to figure this out.

Social media is (to repeat this once again) just another facet of marketing—an arrow in the quiver of your overall plan. If you go in expecting miracles from social media and it’s not part of a much bigger marketing, advertising, branding, and communications plan to generate revenue, you’re going to fail.

To read the full story, log in.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today

Already a member? Log in here.
Learn more about Ragan Insider.