Note the word “campaign”

I finally checked out a story in Forbes (08/17/10) wherein the magazine’s staff picks out what they feel to be the 20 best social media campaigns of the last 12 years or so. The story, as usually happens with such things, got me riled up a bit. I’m a bit agitated mostly because this is yet another example of a focus in the press on campaigns, meaning those efforts that have a definitive starting and ending date. And I feel like the attention that they receive in the press is disproportionate to that paid to social media efforts that are on-going.

I don’t mean to take away from the hard work and creativity that goes into these advertising and marketing campaigns. There are a lot of bright people that work on them and they turn out killer stuff sometimes.

But on the other side of the coin are programs like the ones we run at Voce that are ongoing and which day in and day out require more than a little sweat equity, both on the part of the agency-side team and those working on the project at the client company. Three of the blogs Voce has designed, developed and continue to help manage editorially were recently featured on Mashable as being among the 15 best corporate blogs out there, a nice bit of recognition.

Those clients – and the others we work with on such programs – are great because every day they realize there’s work to be done and they’re the ones that are going to have to do it. More than that…they want to do it. There’s an eagerness every day to make it happen and put the work in to making the blog work. They know that no one is going to do it for them.

They also know that putting the day-to-day effort in on programs such as these have more long-term benefits than many of the time-specific campaigns that get so much recognition. Josh touched on this topic when he wrote about maximizing long-term search value. So many times I’ve heard about client blog posts being among the top search results for information people are searching for years after that post has been published. Likewise, those strong search showings as well as growing ongoing readership means a number of clients have been able to decrease other marketing spending because the blog is becoming such a direct revenue source.

It’s about time those sorts of programs started being counted among the best social media efforts being run. There’s a commitment that goes in to them that deserves the same sort of recognition that is usually reserved for these nice, tidy campaigns, few of which last long enough to iterate or evolve significantly.

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