April 20, 2009
A Few Social Points
1) Social media channels are not like traditional media channels. One cannot simply shift dollars from ad placements on TV to ad placements on Facebook and expect results.
2) Clients must coordinate and integrate their media strategies – fully leverage their “owned” and “earned” media in conjunction with their “paid” media – to drive interest and inquiries, and to drive the conversation.
3) Social media dictate a change in the style of marketing communication. More “tell,” less “sell.” Messages must be honest, even humble. Those deemed “inauthentic” or “constructed” or “hyperbolic” not only won’t be amplified, they may actually inspire active disparagement.
4) Finally, social media require an investment of time and talent by a client or a client’s close confidant (a dedicated PR resource or agency proxy) to maximize their potential.
Posted in How to Go Social