Social interaction, online and offline, is one of many ways people get connected to products and services, so it makes perfect sense that many professional services marketers are looking at social Web tools as a means to that end. However, it’s easy to make the mistake of focusing on the tools instead of your goals. [...]
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Although the slowdown is taking a different shape in different industries, much of our economy today is digital, including the way in which sophisticated consumers are researching purchases, reconnecting with distant friends, expanding business connections, and seeking value and opportunity. Makes perfect sense that marketers –would flock to where their clientele are hanging out online, participating in social media and shopping.
What do marketers need from the social Web?
Adding social media to the marketing mix is no longer the novelty it was a mere 18 months ago. With a relatively low barrier to entry and even lower price tag, suddenly online media is taking on the appearance of a feeding frenzy. Plus it’s noisy, so you need a plan.
Use the “five needs” that online media meets to help you shape your plan. Scale, Target, Measure, Adapt, and Cost
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