Comments on: What’s Wrong With Social Media Marketing Strategy http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/ Gaining Insight From Social Media Data Tue, 09 Mar 2010 20:28:29 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Nick Wreden http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-148 Nick Wreden Mon, 02 Nov 2009 05:37:50 +0000 http://brandsavant.com/?p=208#comment-148 All true, but the bigger picture has been missed. It is not about enabling the organization to deliver on social media; it is about enabling the organization to deliver on the brand. Ultimately, it all boils down to execution, with engagement and measurement close behind. All true, but the bigger picture has been missed. It is not about enabling the organization to deliver on social media; it is about enabling the organization to deliver on the brand. Ultimately, it all boils down to execution, with engagement and measurement close behind.

]]> By: David Breshears http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-139 David Breshears Tue, 27 Oct 2009 14:40:39 +0000 http://brandsavant.com/?p=208#comment-139 Great post, Tom. As a communication researcher who backdoored his way into social media and interactive marketing, I'm continually amazed by social media advocates who disavow the need to develop robust engagement metrics or flippantly dismiss the mountains of quantifiable data demonstrating the impact of traditional communication channels. For an industry (online advertising) built on the ephemeral value of the click, engagement metrics should be a selling point for social media, rather than an impediment to adoption. When we created an interactive campaign for Scion on Dame Dash's now-defunct urban social network, BlockSavvy.com, me measured a variety of interactions: through traffic to the Scion site, time spent engaging interactive assets, participation in on-site contests, viral pass-alongs, and other indexes of user engagement. That was in 2006. With the advent of new social tracking technology, it's even easier to measure the performance of social media and interactive marketing initiatives. When Avenue A/Razorfish approached us to create similar interactive campaigns for Nike, our ability to measure engagement was at least as attractive as the interactive assets themselves. Brands and advertisers may have a lot of issues with social media campaigns, but impact measurement needn't be one of them. I also want to echo your point about social media being more than a marketing tool. For big and small business alike, social media initiatives can improve customer service, enhance market intelligence, streamline product development, expand HR capabilities, and increase organizational IQ to improve performance across the enterprise. If we confine social media efforts to the marketing silo, we're seriously underselling the value of the technology. Factoring these non-marketing impacts into our discussion of ROI should be an imperative. Great post, Tom. As a communication researcher who backdoored his way into social media and interactive marketing, I’m continually amazed by social media advocates who disavow the need to develop robust engagement metrics or flippantly dismiss the mountains of quantifiable data demonstrating the impact of traditional communication channels. For an industry (online advertising) built on the ephemeral value of the click, engagement metrics should be a selling point for social media, rather than an impediment to adoption. When we created an interactive campaign for Scion on Dame Dash’s now-defunct urban social network, BlockSavvy.com, me measured a variety of interactions: through traffic to the Scion site, time spent engaging interactive assets, participation in on-site contests, viral pass-alongs, and other indexes of user engagement. That was in 2006. With the advent of new social tracking technology, it’s even easier to measure the performance of social media and interactive marketing initiatives. When Avenue A/Razorfish approached us to create similar interactive campaigns for Nike, our ability to measure engagement was at least as attractive as the interactive assets themselves. Brands and advertisers may have a lot of issues with social media campaigns, but impact measurement needn’t be one of them.

I also want to echo your point about social media being more than a marketing tool. For big and small business alike, social media initiatives can improve customer service, enhance market intelligence, streamline product development, expand HR capabilities, and increase organizational IQ to improve performance across the enterprise. If we confine social media efforts to the marketing silo, we’re seriously underselling the value of the technology. Factoring these non-marketing impacts into our discussion of ROI should be an imperative.

]]> By: Tom http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-133 Tom Mon, 26 Oct 2009 07:36:41 +0000 http://brandsavant.com/?p=208#comment-133 Point made very well! There is need for strategy and concept in SM marketing. But it is a lot easier to talk about all the cool things in SM than to actually work out a strategy, to develop a concept, integrate it into a companies procedures, build interfaces to customer service and to measure the achievements. I am working as a SM marketing consultant and I do social media workshops with my clients. Many expect a day of flashy twitter and facebook presentations and are surprised when they actually have to sit down and work with me on a strategy and the concept. My workshop day usually includes: 1. monitoring of the status quo 2. content decision 3. social media marketing strategy 4. developing the social media marketing concept 5. social media optimization of content and interfaces 6. budget 7. organization of measurement Point made very well! There is need for strategy and concept in SM marketing. But it is a lot easier to talk about all the cool things in SM than to actually work out a strategy, to develop a concept, integrate it into a companies procedures, build interfaces to customer service and to measure the achievements.
I am working as a SM marketing consultant and I do social media workshops with my clients. Many expect a day of flashy twitter and facebook presentations and are surprised when they actually have to sit down and work with me on a strategy and the concept.
My workshop day usually includes:
1. monitoring of the status quo
2. content decision
3. social media marketing strategy
4. developing the social media marketing concept
5. social media optimization of content and interfaces
6. budget
7. organization of measurement

]]> By: Karthik http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-132 Karthik Sun, 25 Oct 2009 13:44:26 +0000 http://brandsavant.com/?p=208#comment-132 Really, really good post - thanks. The fact that, right now, its only the PR and marketing teams peddling social media outreach without intrinsic support from other department shows that we've scratched just the surface. Its indeed time for an act 2...to go deeper. Really, really good post – thanks. The fact that, right now, its only the PR and marketing teams peddling social media outreach without intrinsic support from other department shows that we’ve scratched just the surface. Its indeed time for an act 2…to go deeper.

]]> By: haydn http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-131 haydn Sat, 24 Oct 2009 18:53:49 +0000 http://brandsavant.com/?p=208#comment-131 I think we've seen the ground move in the area very quickly In the space of three years we've gone from social media, to social technology to open management. That need for greater openness is going to hit a lot of companies hard - those that think they are doing something open or communicative because they use Twitter. Burning the playbook. Creating work environments where there is no playbook - where people are re-humanised and are expected to take responsibility for communicating and given the freedom to do so in exchange for that responsibility. Ending the era of management by fear. Exploring where talent really lies in the organisation. Seeing the firm as an organiser of people and networks I see some scary changes ahead. I think we’ve seen the ground move in the area very quickly In the space of three years we’ve gone from social media, to social technology to open management. That need for greater openness is going to hit a lot of companies hard – those that think they are doing something open or communicative because they use Twitter. Burning the playbook. Creating work environments where there is no playbook – where people are re-humanised and are expected to take responsibility for communicating and given the freedom to do so in exchange for that responsibility. Ending the era of management by fear. Exploring where talent really lies in the organisation. Seeing the firm as an organiser of people and networks I see some scary changes ahead.

]]> By: Kim http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-130 Kim Sat, 24 Oct 2009 18:27:51 +0000 http://brandsavant.com/?p=208#comment-130 The metrics come only after the goal is set. In other words what are you measuring? Purely sales revenue? If so, then it's about a product launch and how well sales started picking up after word got out using these social media tools. I've studied various launches and found a few that were very impressive in how they were handled: Ellen DeGeneris' launch of her Halo pet food line driving people to her ebay auction which in turn donated money to the Humane Society and then tweeting her every move to her QVC debut. You could see the results then immediately based on her QVC sales that night. Ellen was on QVC herself. Her last tweet had her talking about her nerves before going on. Chris Brogan is doing the same thing with his book. He's using his own status and appearances to sell his book, but he's also been clear about the fact that he is doing this. In both cases, both individuals already had large followings. However, I also believe it possible to just tap into the right groups (those with same interests) to create some excitement around a brand for an event or an article. And if you continue to do that, and your messages are working then you will see the ROI. So some sort of metrics around brand awareness since starting the SMS, sales, and also watching the buzz online in terms of liking it or not. And I can't stress enough how more than one channel will need to be used to make these work, but that's more than half the fun of it....and it's so cheap! But yes, labor intensive. Again, if you look at best practices you'll find that those with the most human voice are the ones garnering the most significant in following. i.e., Trust Agents. So you can either tap into an existing following or work to achieve your own. One will take less time than another. And depends largely on what your initial goals are to being with. And that's the starting place. Chris Brogan has been doing what he's been doing for a long time to be able to get his book launched and become a bestseller overnight.....timing of social media strategies has to be considered within the context of your overall strategy and the marketplace. You are correct that it will become a human resources issue. Larger companies probably already have their own departments, or should just based on social media but reporting to marketing and smaller companies can get the ones most used to using the medium and with some marketing savvy to create buzz around an event or discount or they can use a firm who can help them do it long term to build the brand over time. One thing's for sure. This phenomenon isn't going away any time soon so we all better brush up on the tools, the trade, the apps, and figure out our goals. Ready Aim Fire. The metrics come only after the goal is set. In other words what are you measuring? Purely sales revenue? If so, then it’s about a product launch and how well sales started picking up after word got out using these social media tools.

I’ve studied various launches and found a few that were very impressive in how they were handled: Ellen DeGeneris’ launch of her Halo pet food line driving people to her ebay auction which in turn donated money to the Humane Society and then tweeting her every move to her QVC debut. You could see the results then immediately based on her QVC sales that night. Ellen was on QVC herself. Her last tweet had her talking about her nerves before going on.

Chris Brogan is doing the same thing with his book. He’s using his own status and appearances to sell his book, but he’s also been clear about the fact that he is doing this.

In both cases, both individuals already had large followings. However, I also believe it possible to just tap into the right groups (those with same interests) to create some excitement around a brand for an event or an article. And if you continue to do that, and your messages are working then you will see the ROI. So some sort of metrics around brand awareness since starting the SMS, sales, and also watching the buzz online in terms of liking it or not.

And I can’t stress enough how more than one channel will need to be used to make these work, but that’s more than half the fun of it….and it’s so cheap! But yes, labor intensive.

Again, if you look at best practices you’ll find that those with the most human voice are the ones garnering the most significant in following. i.e., Trust Agents.

So you can either tap into an existing following or work to achieve your own. One will take less time than another.

And depends largely on what your initial goals are to being with. And that’s the starting place. Chris Brogan has been doing what he’s been doing for a long time to be able to get his book launched and become a bestseller overnight…..timing of social media strategies has to be considered within the context of your overall strategy and the marketplace.

You are correct that it will become a human resources issue. Larger companies probably already have their own departments, or should just based on social media but reporting to marketing and smaller companies can get the ones most used to using the medium and with some marketing savvy to create buzz around an event or discount or they can use a firm who can help them do it long term to build the brand over time.

One thing’s for sure. This phenomenon isn’t going away any time soon so we all better brush up on the tools, the trade, the apps, and figure out our goals. Ready Aim Fire.

]]> By: Jacob Morgan http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-128 Jacob Morgan Sat, 24 Oct 2009 18:00:03 +0000 http://brandsavant.com/?p=208#comment-128 Great points Tom. It's for exactly the reasons you mentioned that my company focuses on the ROI/Impact of the social media space. I think a lot of the folks that shout "forget roi" are the social media motivational speakers of the space. We need them to help get people excited but they are not the right people to be actually working with companies. ROI should involve making money and strengthening the brand. At the end of the day though it's not the actual ROI number that matters it's understanding what variables affect the number and how you can manipulate those variables to keep your ROI # growing. I think 2010 and beyond all of the "you can't measure ROI" bs will stop; as you said; someone is writing the checks for these programs and if they can't justify the spend then there is no reason to invest in them. Great post <a href="http://twitter.com/jacobm" rel="nofollow">@JacobM</a> Great points Tom. It’s for exactly the reasons you mentioned that my company focuses on the ROI/Impact of the social media space. I think a lot of the folks that shout “forget roi” are the social media motivational speakers of the space. We need them to help get people excited but they are not the right people to be actually working with companies. ROI should involve making money and strengthening the brand. At the end of the day though it’s not the actual ROI number that matters it’s understanding what variables affect the number and how you can manipulate those variables to keep your ROI # growing. I think 2010 and beyond all of the “you can’t measure ROI” bs will stop; as you said; someone is writing the checks for these programs and if they can’t justify the spend then there is no reason to invest in them.

Great post

@JacobM

]]> By: Christian Bergenstrahle http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-123 Christian Bergenstrahle Mon, 19 Oct 2009 12:38:51 +0000 http://brandsavant.com/?p=208#comment-123 I totally agree with you but I hope things will change. I have my background from the sponsorship industry and there we have started to work more with ROO (Return on Objectives) - something that I hope will spread to the Social Media world as well. http://bergenstrahle.blogspot.com/2009/09/roo-new-measurement-tool-in-social.html The ROI itself is not that interesting if we don't succeed in reaching our goals and objectives - is it? Enjoy your day! /Christian (XeeSM.com/bergenstrahle) I totally agree with you but I hope things will change. I have my background from the sponsorship industry and there we have started to work more with ROO (Return on Objectives) – something that I hope will spread to the Social Media world as well.

http://bergenstrahle.blogspot.com/2009/09/roo-new-measurement-tool-in-social.html

The ROI itself is not that interesting if we don’t succeed in reaching our goals and objectives – is it?

Enjoy your day! /Christian (XeeSM.com/bergenstrahle)

]]> By: Tom Webster http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-122 Tom Webster Mon, 19 Oct 2009 12:32:15 +0000 http://brandsavant.com/?p=208#comment-122 Thank you, Christian--there is still a lot of resistance out there to measuring things like ROI, but really, when you look at the results of your social media efforts, how do you know if you had a good year? How do you know what to improve? The metrics do exist--they just need to be adapted, applied and embraced. Thanks again for reading. Thank you, Christian–there is still a lot of resistance out there to measuring things like ROI, but really, when you look at the results of your social media efforts, how do you know if you had a good year? How do you know what to improve? The metrics do exist–they just need to be adapted, applied and embraced.

Thanks again for reading.

]]> By: Christian Bergenstrahle http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-121 Christian Bergenstrahle Mon, 19 Oct 2009 12:24:20 +0000 http://brandsavant.com/?p=208#comment-121 Tom, this is one of the best blogposts I have ever read about social media and I have to say that I couldn't agree more. Social media is NOT a thing only for the Marketing Department - it's for the whole company and it's important that everyone is involved. Regarding measurement I think it's like using any other communication tool - you need to have objectives which are possilbe to measure. In the long run of course sales is important but that's not what should be the main objective by using the social media - here we want the engagement, we want to be part of the recommendation chain. With the measurement tools we can find on the market today it's quite easy to measure the involvement of others - I just think that companies have to realise that it actually IS possible to measure. Thanks again! /Christian (XeeSM.com/bergenstrahle) Tom,
this is one of the best blogposts I have ever read about social media and I have to say that I couldn’t agree more. Social media is NOT a thing only for the Marketing Department – it’s for the whole company and it’s important that everyone is involved.

Regarding measurement I think it’s like using any other communication tool – you need to have objectives which are possilbe to measure. In the long run of course sales is important but that’s not what should be the main objective by using the social media – here we want the engagement, we want to be part of the recommendation chain. With the measurement tools we can find on the market today it’s quite easy to measure the involvement of others – I just think that companies have to realise that it actually IS possible to measure.

Thanks again! /Christian (XeeSM.com/bergenstrahle)

]]> By: Tom Webster http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-120 Tom Webster Fri, 16 Oct 2009 14:22:08 +0000 http://brandsavant.com/?p=208#comment-120 Thanks, Doug--that's very gratifying. Thanks, Doug–that’s very gratifying.

]]> By: Doug Hoff http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-119 Doug Hoff Fri, 16 Oct 2009 14:20:30 +0000 http://brandsavant.com/?p=208#comment-119 I enjoy your ability to recognize "<a href="http://en.wikipedia.org/wiki/The_Emperor%27s_New_Clothes" rel="nofollow">the Emperor's new clothes</a>" in social media. Keep up the conversation. I'll enjoy blogging back. I enjoy your ability to recognize “the Emperor’s new clothes” in social media. Keep up the conversation. I’ll enjoy blogging back.

]]> By: Armando Alves http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-111 Armando Alves Wed, 14 Oct 2009 03:24:20 +0000 http://brandsavant.com/?p=208#comment-111 It can be done. Always start by listening (the cornerstone of social web), and then define a long term purpose related to business practice. Results do take a while, and we've all been doing (and learning) it not for that long. One of the hardest part, as with all organizational change, is to convince other stakeholders of the strategic importance, and we're still struggling at that. When we get to the point that a corporate structure feels comfortable with social web as with training programs, there's a better chance to create structured approaches to social media. P.S: i despise the term social media: it always reminds me of "traditional" media. And it's not like we can buy conversations or something (and probably the FTC wouldn't like it). Social web feels more human. It can be done. Always start by listening (the cornerstone of social web), and then define a long term purpose related to business practice.

Results do take a while, and we’ve all been doing (and learning) it not for that long. One of the hardest part, as with all organizational change, is to convince other stakeholders of the strategic importance, and we’re still struggling at that. When we get to the point that a corporate structure feels comfortable with social web as with training programs, there’s a better chance to create structured approaches to social media.

P.S: i despise the term social media: it always reminds me of “traditional” media. And it’s not like we can buy conversations or something (and probably the FTC wouldn’t like it). Social web feels more human.

]]> By: Janelle http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-110 Janelle Wed, 14 Oct 2009 01:04:08 +0000 http://brandsavant.com/?p=208#comment-110 I totally agree with you. Many of my clients come to me, with no comms platform whatsoever and tell me they do not want any 'traditional' comms strategy, they just want a social media strategy. The first thing I do is ask them why and what they think it will achieve. Most leave me with an integrated strategy which involves a tailored social media and traditional comms approach, those that want to push on with their original plan usually go and find another PR person as I do not believe in someone paying for nothing. I totally agree with you.

Many of my clients come to me, with no comms platform whatsoever and tell me they do not want any ‘traditional’ comms strategy, they just want a social media strategy.

The first thing I do is ask them why and what they think it will achieve.

Most leave me with an integrated strategy which involves a tailored social media and traditional comms approach, those that want to push on with their original plan usually go and find another PR person as I do not believe in someone paying for nothing.

]]> By: Sara Chi http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-109 Sara Chi Tue, 13 Oct 2009 17:39:10 +0000 http://brandsavant.com/?p=208#comment-109 Love your post, Tom. Companies are still mysterious on social media's "how", they attribute to mostly marketing, customer services, and mainly B2C; few realized it's just one of many communication platforms that can help utilizing and maximizing ROI and achieving goals. I've seen policies, strategies on social media but maybe what we need, is an end-to-end processes that integrated into company mission, so it's embedded in each business units to prevent silos, or be taught how to be human. Being a researcher/information professional myself, sometime it's hard to measure our efforts but, you can't manage if you can't measure. Love your post, Tom. Companies are still mysterious on social media’s “how”, they attribute to mostly marketing, customer services, and mainly B2C; few realized it’s just one of many communication platforms that can help utilizing and maximizing ROI and achieving goals. I’ve seen policies, strategies on social media but maybe what we need, is an end-to-end processes that integrated into company mission, so it’s embedded in each business units to prevent silos, or be taught how to be human.

Being a researcher/information professional myself, sometime it’s hard to measure our efforts but, you can’t manage if you can’t measure.

]]> By: Steven Moore http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-108 Steven Moore Tue, 13 Oct 2009 16:19:16 +0000 http://brandsavant.com/?p=208#comment-108 Tom, Great Post- I agree. This is Social Business Design and will take numbers and data to help the change agents inside to make meaningful change. We have moved from Social Media to Social Business because SM is the bright and shiny tools and tactics, whereas SBD is moving throughout an organization and working on aligning the social dynamic to the business. Heavy lifting is required and that will mean more than lets get our feet wet. Tom,
Great Post- I agree. This is Social Business Design and will take numbers and data to help the change agents inside to make meaningful change. We have moved from Social Media to Social Business because SM is the bright and shiny tools and tactics, whereas SBD is moving throughout an organization and working on aligning the social dynamic to the business. Heavy lifting is required and that will mean more than lets get our feet wet.

]]> By: Scott Monty http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-107 Scott Monty Tue, 13 Oct 2009 15:02:23 +0000 http://brandsavant.com/?p=208#comment-107 Actually, at Ford, most of our social media engagement is initiated as a Communications initiative, not Marketing. And its being woven into many areas within the company, including Customer Service, HR and IT, to name a few. Our CEO, the entire executive team and even the Board of Directors are behind our efforts. Our social media strategy is completely aligned with our overall business goals and our communications strategy, so there's consistency and more of an impact. To be done well, this has to be about culture change as well as about complementing traditional communications and marketing tactics. And that's exactly what's happening here. Scott Monty Global Digital Communications <a href="http://thefordstory.com" rel="nofollow">Ford Motor Company</a> <a href="http://twitter.com/scottmonty" rel="nofollow">@ScottMonty</a> Actually, at Ford, most of our social media engagement is initiated as a Communications initiative, not Marketing. And its being woven into many areas within the company, including Customer Service, HR and IT, to name a few.

Our CEO, the entire executive team and even the Board of Directors are behind our efforts. Our social media strategy is completely aligned with our overall business goals and our communications strategy, so there’s consistency and more of an impact.

To be done well, this has to be about culture change as well as about complementing traditional communications and marketing tactics. And that’s exactly what’s happening here.

Scott Monty
Global Digital Communications
Ford Motor Company
@ScottMonty

]]> By: Suzanne Vara http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-105 Suzanne Vara Tue, 13 Oct 2009 04:44:24 +0000 http://brandsavant.com/?p=208#comment-105 Tom Fantastic article. The getting it or not getting it is really a great point as how can anyone get it while it is still evolving, I see it as the consumers expect individualized and immediate attention with social media. Social media brings us back to the days of the door-to-door salesman who had interaction with customers and they trusted him or not. It was a human talking to a human and not press 1 for this, etc. Consumers have a forum to complain for thousands to hear. You are dead on with the shift to the CEO as the marketing department can make a long list of what ifs for the customer service dept but ultimately the CEO has to adopt. The voice of the consumer is powerful and how companies are proactive or reactive is what I see the next phase of social media being. Certainly it is about measuring the effectiveness which is not in dollars but how much individual attention is a company willing to give vs the demand of it from the consumer. Again, fantastic thought provoking article that many need to read and think about. Tom
Fantastic article. The getting it or not getting it is really a great point as how can anyone get it while it is still evolving, I see it as the consumers expect individualized and immediate attention with social media. Social media brings us back to the days of the door-to-door salesman who had interaction with customers and they trusted him or not. It was a human talking to a human and not press 1 for this, etc.

Consumers have a forum to complain for thousands to hear. You are dead on with the shift to the CEO as the marketing department can make a long list of what ifs for the customer service dept but ultimately the CEO has to adopt.

The voice of the consumer is powerful and how companies are proactive or reactive is what I see the next phase of social media being. Certainly it is about measuring the effectiveness which is not in dollars but how much individual attention is a company willing to give vs the demand of it from the consumer.

Again, fantastic thought provoking article that many need to read and think about.

]]> By: technebish http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-104 technebish Tue, 13 Oct 2009 04:00:33 +0000 http://brandsavant.com/?p=208#comment-104 Good encapsulation of how a business should view social media - so much more than just marketing. Good encapsulation of how a business should view social media – so much more than just marketing.

]]> By: Julie Senter http://brandsavant.com/whats-wrong-with-social-media-marketing-strategy/comment-page-1/#comment-103 Julie Senter Tue, 13 Oct 2009 00:04:20 +0000 http://brandsavant.com/?p=208#comment-103 The last paragraph is the best of this post (which is altogether good). Maybe social media is going to do more than just change how companies communicate. Maybe it is going to change corporate culture. The last paragraph is the best of this post (which is altogether good). Maybe social media is going to do more than just change how companies communicate. Maybe it is going to change corporate culture.

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