When I tweeted this today, I got a bunch of reactions, so I decided to expand on the idea in this post:
In many companies the term "Social Media" has a negative connotation so I use "Real-Time Media" instead and management pays attention.
As I travel the world talking about marketing strategies, I'm hearing from many people that there is strong pushback from management about "social media."
The bosses say that social media is frivolous. They obsess about ROI. They don't take it seriously. They tend to say no.
So I've been using the term "Real-Time Media" instead.
The differences are huge.
"Social" connotations = fun, wishy-washy, not businesslike
"Real-time" connotations = instant, now, important
If you're encountering pushback from your bosses on implementing marketing strategies that include a social media component, why not try renaming it as marketing strategies that have a real-time component.