My friend Toby Bloomberg’s experiment from last summer, Social Media Marketing GPS , positioned as the 1st business book written using Twitter, is going places. After being published as an eBook (my colleague Amita wrote about it a couple of months ago), the prestigious American Marketing Association has now launched a podcast series featuring the original contributors to the book.
Upon being asked,
Why should social media be any different in terms of the need to develop strategy and clear objectives and goals.
I shared my belief that, perhaps, because many marketers use social media channels like social networks comfortably for their personal uses every day, they mistake social media marketing for a brand and organisation to be as simple, risk-free. But, it isn’t, as there is brand involved, there is a reputation involved – many stakeholders, their expectations and vice-versa, which makes social media for a brand different. UPDATE – what makes it so different too, is the ‘scale’ at which a brand needs to engage.
Speaking from an India perspective I shared my view that as the medium is becoming mainstream, change is setting in- we are seeing more involvement from the top leadership and the need to view social media from a ‘business objectives and goals’ perspective.
I also highlighted how in a way, social media is becoming more ‘traditional’, with many marketers focusing on lead generation as a key metric, rather than engagement, conversations, tone etc.
Do share you feedback and comments.
Other contributors on the project whose podcast are already up:
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