Emerald Business Systems Blog

5 Sure-Fire Ways to Operationalize Social Media

Posted in General Business,Online Business,Social Media Marketing by ebs4pos on December 20, 2009

Marketing has changed a lot since an enterprising caveman promoted his arrow points as “superior in every way – mammoths don’t stand a chance.” But, the real-time Web will change marketing more in 24 months than in the proceeding 20,000 years.

That’s because the real-time Web and its social media gasoline fundamentally change the relationship between company and customer. Every marketing shift heretofore has been rooted in the company being able to reach its customer in a more impactful (TV) or more efficient (demographics and psychographics) fashion.

Now, however, the taxonomy of war that defined marketing (targeting, flight, impact) is an anachronism. Campaigns are eroding. In this real-time epoch, every interaction with a customer or prospect is a separate, fluid, and potentially critical marketing initiative.

The balance of power has moved, inexorably and forever, from the company to the customer. When a real-time meme can erode brand trust that has taken years or decades to establish, we as marketers are no longer in control of the asylum.

The good news is that many brands have chosen to embrace the real-time Web and social media as a groundbreaking way to foster customer kinship with the brand, rather than trying to ignore or squelch consumers’ newfound power.

via 5 Sure-Fire Ways to Operationalize Social Media | | Social Media Consulting – Convince & Convert.


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