This makes sense given that a typical driver for getting involved with social media is a slew of negative comments, a need for viral, or a boost to overall awareness in the marketplace and especially in the minds and hearts of those customers increasingly out of reach of traditional media. In a word, many organizations are looking for “engagement,”
As a result, the very objective—engagement, redefined in a larger social context—is missed as too many social media campaigns run their course and then fizzle out. Whether that’s right or wrong is another matter, and the truth is that a lot of great ideas have given rise to innovative, effective, and measurable social business programs. But these are still the exceptions, which is unfortunate as social technology is within the reach of nearly everyone. The collaborative technologies that now define contemporary marketplaces—
This article, beginning with the Social Feedback Cycle, provides the link between the basics of social media marketing and the larger idea of social technologies applied at a whole-business level. As a sort of simple, early definition, you can think of this deeper, customer-driven connection between operations and marketing as social business.
Beginning with the emergence of Web 2.0 technologies and new web hosting techniques—the set of tools that make it easy for people to create and publish content, to share ideas, to vote on them, and to recommend things to others—the well-established norms of business marketing have been undergoing a forced change. No longer satisfied with advertising and promotional information as a sole source for learning about new products and services, consumers have taken to the Social Web in an effort to share among themselves their own direct experiences with brands, products, and services to provide a more real view of their research experience. At the same time, consumers are leveraging the experiences of others, before they actually make a purchase themselves. The impact on marketing has been significant, to say the least.
These new sources of information are looked to by consumers for guidance alongside traditional media; advertising and traditional communications are still very much a part of the overall marketing mix. The result is a new vetting that is impacting—sometimes positively, sometimes negatively—the efforts of businesses and organizations to grow their markets.
Issued by http://studioscoops.com