Social Marketing Directors Share Social Tips and Wisdom
Not all marketing and advertising firms believe that Social gets the biggest bang for the buck when they hire companies to handle their marketing as huge Social users like P & G, IBM, Apple, etc. do. However, one marketing representative that I spoke to who wishes to remain anonymous (she worked old paradigm and now is adjusting to Social's ubiquity) grumpily shared that most companies have embraced Social and see its efficacy, though they haven't as yet been able to measure its effectiveness in increasing company profits.
Social cost analysis benefits cannot be measured old paradigm. Most social marketing directors understand this. Chris Miller, Interactive Marketing Director at The Mobility Resource states unequivocally that "Social media is not an advertising platform-it's a place for us to connect with future customers or influencers."
"Social should be integrated in all existing marketing activities, for example advertising, media relations, media, website and content creation. The goal is to bring current and potential customers to consume content related to the brand, make them engaged and share it with their peers," says Alessandro Boga of Colangelo & Partners Public Relations in an interview with me.
Fortune 500 companies like P & G and now most companies understand the value of blogging in-house or engaging outside bloggers to promote excellent story content that motivates readers to share and ultimately segues to highlighting specific brands. Mommy Bloggers (engaged by P & G years ago) still remain a component of their advertising strategy to fuel their online marketing of product. These bloggers have contests and promotions to gain followers and spread the word. According to Boga, "Contests and special promotions are the easy ways to increase the reach quickly, better if supported by some advertising (via Facebook and Twitter)."Continued on the next page