Social media guru Mari Smith kicked off Social Media Day San Diego with the advice that no amount of technology can substitute for a human touch in marketing.
Smith, a San Diego-based marketer, said too many companies approach social media in a mechanical way, putting off potential customers.
“There is no amount of sophisticated technology that will take the place of this — live, in person,” she told the crowd of more than 1,000 at the San Diego Marriott Marquis & Marina.
“The secret of success on social media, especially Facebook, is to think like a member first,” she said.
Smith urged attendees to think about “how does this piece of content make me feel” and reminded them that in social media “content is king, but engagement is queen…and she rules the house.”
Asked whether social media is different in the business-to-business world, she said that “it’s all people-to-people.”
Smith’s San Diego-based agency offers customized social media training programs for companies of all sizes. Fast Company magazine has called her the “pied piper” of the online world.
Acclaimed YouTube video producer Zach King advised attendees to focus on the one social media platform that works best for their content.
“At the end of the day, if you’re on every platform…it’s impossible to manage,” he said. “Publishing everywhere is publishing nowhere.”