Recently, I stumbled across a great post by Amber Naslund entitled, “Are we sharing Solutions or Soundbytes?“  The article caught my attention because, as I start developing my ideals for the Social Media program for Crocs, Inc, I want to develop solutions.  Yet, in my constant research, reading, and dialogue – all I am encountering are buzz sayings that anyone with 48 hours and Google can learn.

This isn’t a particular attack on any specific person or people.  In fact, I see it more as a challenge.  The “rules” of Social Media Marketing have been written – but, as more and more diverse companies enter the realm – those rules need to become guidelines.  And, as even more companies will soon enter the fray, they need to be reevaluated and the medium will need to evolve.

Working for a corporate entity, I realize that the most important thing that I have to know is my company – not social media.  What is it’s culture?  What hurdles do I have to jump over?  What are our liabilities and assets?  At that point, you can see what works for you, where you can make your mark, where you can push the envelope, and where you will need to improve.  Pushing the envelope is key.  I think the point about looking for solutions rather than sound bytes is simply that “social media experts” constantly talk about the fast moving medium and the technology around it – yet their philosophies and strategies have been reiterated over and over again for the last few years in the echo chamber.  When you can check out a book from the library on Social Media from ‘06 and read posts in your Google Reader posted last night that say the same thing (and often site the same examples) – there needs to be an evolution.

I think the evolution will be the individualized corporate solutions that enter the fray.  Corporations will act much like politicians in the real world.  They need to navigate the power brokers while still understanding that this online world is a very democratic place – and the people are vocal and finicky.   Also, corporations will start to understand that the Social Media world is not simply about online as much as it’s about offline.  Think about it – most of the best bloggers are interesting because of their offline behavior.  While they might write about Social Media or whatever their niche is – we read them because they are at conferences, meetings, and the like interacting with a “real world” community while reporting back to the online world.   Facebook is about voyeurism.  Location based services are about where you are.  All these social networks are about the real world.  Understanding and harnessing that interrelation for your target communities will push the medium to new realms.

I am not looking to create solutions for Social Media Marketing.  I am looking to create solutions for my company.  What works for some, won’t work for us.  And our assets aren’t available to others as well.  Understanding that buzz words and generic strategy won’t get me to where I want my company to go (and where I want to go professionally) is the first step.  Excited about seeing where everyone else goes from here…