I stumbled upon this Adweek column, When Silence Can Be Golden, written by Benjamin Palmer, co-founder of the Barbarian Group. It’s one of the more interesting pieces I’ve read about social media recently. It’s particularly insightful about the challenges that many agencies and brands face as they incorporate social media into their strategies. 

Palmer, in his common sense style, brings up great points — namely, social media wasn’t devised as a marketing medium and that perhaps the industry should consider social media as less of a marketing platform. Instead, it should be thought of as a place where people go to chat about what’s going on in their lives … and, in some cases, interesting marketing.

Increasingly, the type of work our agency produces doesn’t fit in tidy, one-size-fits-all categories such as a banner ad, website or email. When it comes to social media, we closely examine the type of products and services that our clients produce and whether they’re a good match for social media. Many times they are, and the conversation flows. Sometimes they’re not, and the outcome would be forced.

One thing is for certain: Agencies shouldn’t think of social media as just another marketing platform. As a means of monitoring customers’ opinions and prolonging conversations, its relevance can’t be underestimated. As a marketing tactic, it’s important to remember what came first: The medium was there before your message. Be respectful of that fact.