Now now, before the Twitterstorm ignites, let me be clear: I’m talking about the term, not the tools!

For months now, I’ve been very gently hinting (ok, fine, straight-up ranting) about how I think the term “social media” is outdated and inaccurate.

Mostly because social sites and tools can’t be treated as some sort of new or separate outlet anymore. Forget “Web 2.0″ — these days, it’s just “the web.” And there’s not really a need to make a distinction between the two.

A recent article in AdAge also points to the maturation of the situation by offering the
“Ten Things Social Media Can’t Do.“

I think it’s a great read for any of you trying to wrap your brains around your own social web strategy, set expectations on campus and sell your ideas up the food chain.

My favorite points? Your social web efforts are not a quick-fix, they need to be a long-term commitment and they can’t substitute for strategy (oh yeah, and by strategy, I mean a comprehensive marketing plan that includes other “old-media” channels like email and print).

Outside of cautioning against “silo-ing” social marketing responsibilities or viewing them as only one person’s responsibility, I’d echo the first commenter and encourage you to think of your social web efforts as another tool in a multi-pronged effort to tell your college’s story.

To me, the biggest advantage of the social web is that, by design, it breeds authenticity. That’s because it offers a stage for everyone to comment, share and participate. And that’s not only really powerful, it’s one of the most effective ways to engage prospects and help you build actual relationships (not just increase touchpoints).

Truth me told, I hate being called an “expert” in social media as much as I dislike the term itself. I’m just another hack out there watching, learning and trying to figure things out.

So take my advice and do your best to keep your social marketing efforts in perspective as well. Realize they can’t cover everything — and that that’s a good thing.

Because what they can do is offer authentic outlets where prospects can connect with you in the places and spaces where they live online.

And that’s worth a post, comment, tweet, re-tweet, like, tag or whatever else the cool kids are doing these days.

Just don’t call it social media…;)

Adrienne

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