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Well, social media is a listening post. It is sometimes a broadcast post and it is a
method of conversation with customers. So social media often termed as in terms of locations
of where people are gathering, you really start to look at those as tools and outlets
to find where customers are willing to talk about your products and services, to pull
them back into something that is relevant about your brand or product, as well as con--
the connective tissue for customers in terms of profiles and things like that. So you really
have to start to look at social media integrated with the entire marketing strategy and not
just as silos. Because what I see happening is a lot of companies selecting-- having one
or two people focused on Facebook, one or two people focused on Twitter, one or two
people focused on SEM or SEO. What really has to happen is all that has to blend together
with an overall marketing strategy.
Well, mobile is growing but fragmented in terms of what works and what customers want
from a mobile experience. So this is where fail fast comes in very-- in very specifically.
A lot of clients-- a lot of brands are trying things like bringing reviews into the store.
Okay? And so they can bring in the user generated content in pieces of social media wherever
that customer is. For some brands it’s relevant to do things like apps and things like that.
But for many it’s not. And I think that right now brands are trying things and I applaud
them for that. But they have to quickly realize when it’s such a small audience it’s not
gonna make a larger impact and to adjust their mobile strategy accordingly.