<p>The founders of a major public broadcasting network were recently asked to explain the success of their programming. Their response was that because they were operating in a non-commercial environment, they were free to experiment and be creative without the risk of commercial failure. The same opportunity exists for any application of marketing principles to the world of social media: Marketing = experimentation.</p> <p>Using old marketing tactics in this new media can fail without clarity on the reasons for their failure. It is much more likely to find new approaches to communication that are meaningful in a contextual and appropriate way.</p> <p>Just as testing has always been a critical part of developing marketing strategies, experimentation will be the lifeblood of successful results when expanded to reflect the new opportunities and venues created by the proliferation of social media.</p> <p>Businesses need to take initial proactive approaches to social media, using it for branding the way they use sponsorships. They cannot let fear or embarrassment over mistaken initial steps stop them from attempting other approaches.</p> <p>It is a mistake to presume that businesses need to have a resident expert to enter the fray, just as it is a mistake to presume that they need a young intern to handle this newest of media. The principles of trial and error, moderated by a good marketing instinct are the critical skill sets for success.</p> <p>A utility like Twitter helps to build a brand organically. It is supposed to illustrate your brand's relevance and keep&nbsp;it top-of-mind among our followers. It's also a valuable way to support and grow the brand, and an invaluable way to maintain a dialogue with our consumers. There's no better feeling than to get an excited response via Twitter from a customer or fan about one of our services and/or products or to search your brand within Twitter and discover the chatter taking place.</p> <p>But beware... social media isn't a box to be checked, or department to be manned or even campaign to be launched. It is&nbsp;about thinking differently about marketing, customer service,&nbsp;and the&nbsp;entire business.</p> <p>Consumers are now running the biggest recommendation service in the world, those concumere&nbsp;will define your brand... get on board now or find yourself playing catch-up later!</p> <p>In fact, companies can be active in social media without even writing a blog, tweeting - or even using a computer. The challenge is to effectively get others to blog or tweet about you. Developing the right strategic relationships can go further than the largest marketing budget in extending a company&rsquo;s reach into social media. In essence, by definition social media requires creating a campaign that is viral in nature.</p> <p>Social media is still in it's infancy. Growth, evolution, and adaptation will lead to explosive growth and make it the marketing place to be&nbsp;for years to come in whatever form it happens to take. Be a part of it and contribute.</p> &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; 2009-07-09T14:00:09Z -5.51063 246 5391 true 15 12597 definition-of-marketing-in-todays-social-media-world 2 2009-07-09T11:14:48Z 2009-07-09T17:16:20Z

Using old marketing tactics in this new media can fail without clarity on the reasons for their failure.

1 2009-07-09T17:16:20Z