This post by Jim Sullivan from COLLOQUY covers information on direct marketing and social media, learned from the first couple keynote speakers at DMA 2011.
"In the old days, marketing was direct from the marketer out to the consumer, but that’s no longer the case. All the early keynoters–including Gary Vaynerchuk, author of The Thank You Economy, and Biz Stone, co-founder of Twitter–were saying that we need to listen first, and speak second. Using social media as commercial media is a sure way of getting a marketer uninvited to the party and unliked, if you will. Biz Stone said that social media is a great listening platform.
It’s a great database for searching for consumer problems and unmet needs that might be related to your offer. If marketers learn to listen first and respond with relevant help, they’ll begin to learn about social media in the way that it will become known more routinely in the future."
Social media is a great listening platform, that's a great point. As marketers, are we listening enough? There is only so much time you can put into one marketing tactic. Let's say we give 30 minutes per day to Twitter for instance. Is your first instinct to determine what to share on your own profile or to search and see what other people (your customers) are talking about? Obviously a ghost town profile isn't the way to go, but are brands spending too much time talking about themselves instead of following, listening and interacting with their customers?
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This post by Jim Sullivan from COLLOQUY covers information on direct marketing and social media, learned from the first couple keynote speakers at DMA 2011.
"In the old days, marketing was direct from the marketer out to the consumer, but that’s no longer the case. All the early keynoters–including Gary Vaynerchuk, author of The Thank You Economy, and Biz Stone, co-founder of Twitter–were saying that we need to listen first, and speak second. Using social media as commercial media is a sure way of getting a marketer uninvited to the party and unliked, if you will. Biz Stone said that social media is a great listening platform.
It’s a great database for searching for consumer problems and unmet needs that might be related to your offer. If marketers learn to listen first and respond with relevant help, they’ll begin to learn about social media in the way that it will become known more routinely in the future."
Social media is a great listening platform, that's a great point. As marketers, are we listening enough? There is only so much time you can put into one marketing tactic. Let's say we give 30 minutes per day to Twitter for instance. Is your first instinct to determine what to share on your own profile or to search and see what other people (your customers) are talking about? Obviously a ghost town profile isn't the way to go, but are brands spending too much time talking about themselves instead of following, listening and interacting with their customers?