It’s a Conversation, NOT a Campaign
Social media demands interaction… because its a conversation, not a campaign.
Nice quick report from B2B’s NetMarketing Breakfast in NY this week.
Paul Dunay, global director of integrated marketing at BearingPoint, said he actively reuses and retargets existing content in ways that make sense to provide value to customers.
Dunay said there is no “campaign” in social media: “It’s a state of being your company has to take on, and marketing has to lead the charge for that. You can’t be social this week and decide to be antisocial next week. It’s an ongoing process.”
Good stuff Paul, let’s get that message out there to the marketers and management that still think they can start a social network presence, forum or blog and not dedicate people to work/participate on it.
Loved this bit from an IBM social media manager Pauline Ores too. There is a LOT to be gained by keeping an eye on what your users are searching for and talking about online.
Ores said search and social media go hand in hand, and that by interacting with its community of customers, social media informs IBM’s search strategy. By “listening to social media” to learn what people are talking about, IBM is able to buy relevant keywords against those conversations.
Is your organization conversing and listening to what your customers are talking about online?
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