I happened across an interesting article from Sean Carton with the Clickz Network. It’s titled, “Why Social Marketing Nirvana Escapes our Reach.” Sean talks about the not-so-distant past where businesses were hot to set up “portals.” Portals were sure to keep people coming back … keep them staying on YOUR site … keep them from looking elsewhere for things like news, sports, stock prices, etc. Fortunately, the corporate portal goals have died (and Sean explains why). Unfortunately, the push for the must-have portal sites has become a push for must-have social networking sites. Or, so it seems.

It’s not prudent to create a social networking site just because some businesses are doing it, or because some experts say you have to have one. Your site might do just dandy by only providing customers the information they need to make a purchase decision and the ability to find/buy your products. Of course, you must optimize your site so those customers can find you, but you don’t necessarily have to create a new social “neighborhood” to get - or keep - their attention.

RefreshWeb staffers know an awful lot about social media and we do believe there are benefits to social networks - where appropriate. We’re also good business people and would advise against putting the time, effort and money into something that isn’t strategically important for your business. Are you feeling pressure (from your company or the media) to jump on the newest Internet bandwagon?

Marketing people are very good at communicating. That’s what we call it, and that’s how we make our money, but really, what we like to do is talk, have other people listen, and then see them take action. That’s exciting. On the web, we search marketers pay a lot of attention to what people are looking for, and try to help them find it, but I’m not sure if we marketers are really communicating with the market. That’s where social media comes in…where we get to listen.

Dave Evans pointed out the difference last Thursday at the InteractiveAustin2008 conference, and I wanted to bring it up in the panel I was on, because it needs discussion. That didn’t happen–we did have a lot to cover, between niche marketing on the web and bridging the generations–but it is something to keep in mind as you think about using social media in your marketing mix. Social media is about listening.

Where are people talking about you? What are they saying? Can you help solve their problem with your company or your product? These seem like great opportunities for marketers to get closer to your customers…and learn what they really want, not what we think they want.