04/19/09
Facebook is a tool, not a plan.
OK. Let’s have a frank one-sided conversation. Social media is powerful. Undeniable. But game changing? Not so fast. While it is true that it is an inexpensive (free) way to reach and stay in contact with potential customers, it is not some kind of silver bullet that will destroy all learned and proven notions of how marketing is done. It is a tool that can work in line with proven strategies, but it is not a strategy in and of itself.
We’re steering our customers (where appropriate) into it in an easy-to-manage way. But like everything else, it has to reach your audience, it has to reinforce your position, and it must forward the ball in terms of the brand-customer spectrum.
In short: social marketing: a powerful tool, not a panacea. It is the new, bright, shiny object that everyone loves, but no one has proven it to be effective completely on its own. We’re looking for the case study that proves us wrong, but so far, it has only been successful in a certain demographic in concert with several other elements.
OK. That’s it. Now if you’d like to follow us on Facebook, click here. If you’d like to follow us on Twitter, click here. But if you’d like to engage with us, let’s do so in person, over a serious, one-on-one conversation. That is the connection that matters most.
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