I heard 2 quotes the other day that I rather liked about social media:
@steverubel “You don’t need a social media strategy – You need a brand strategy that leverages social media” http://j.mp/97BBWg
@adriennewaldo “Social media is not a campaign, it’s a commitment.” Good insights from this JWT/Ad Club panel.
Tim Sanders goes on to say “Confirm your brand promise and how you fulfill it, and find ways that social media can complement it”, which is really fundamental.
These quotes ring in my ears whenever I see a snack company challenge customers to name a new product or flavor. When that trend starts getting old [hint: it already has] what will marketing departments start doing next?
There is no social media slam dunk. Your social media adeptness is built slowly, one engagement at a time. It is build on a foundation of respect for you customers and a steady dose of humanity in your engagement. Get that right first, then get creative in your marketing strategy.
[To demonstrate my point, check out Doritos.com, which I might dedicate an entire post to. Absolutely zero engagement on their site or on any of their social pages.]
