Food for Thought: Kaplan on Embracing Social Media in New Mass High Tech Column
Drip, drip, drip. One comment on a blog post. One retweet of a point of view. One new Facebook friend. You might not even realize while it is happening but over time an audience is developing that is genuinely interested in what you have to say and gives you permission to share it. Individuals are learning how to share their stories and gaining confidence by participating actively in social networks. Personal networks are the new marketing channels and marketing has become the art of dribs and drabs. The problem is that most organizations haven’t figured it out.
The marketing model of deploying large internal teams of marketing specialists supported by even larger advertising and public relations firms is dead. It is exciting to be a participant in the seismic shift away from the old models of mass marketing and communication. The days of the big campaign developed behind closed doors followed by a grand unveiling composed of orchestrated media placements and road-show whistle-stops are behind us.
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Comments
Mon, 04/12/2010 - 15:36 — Stephanie Gerson (not verified)
Being a social media strategist, of course I hear you. But being a promiscuous pragmatic pluralist (see my comment on your previous post http://bit.ly/bxiBwa), of course I have to offer a few cents. Perhaps this goes without saying, but I conceive of this not as an either/or situation, in which we're shifting wholesale from 'industrial-era mass marketing to personalized social-media marketing,' but that we're diversifying our portfolio of marketing channels. Sure, there's much hype around social media as it emerges (see Gartner's hype cycle: http://en.wikipedia.org/wiki/Hype_cycle) but ultimately a healthy media ecosystem will include all of the above. And it's not only that real-time off-the-cuff tweets are more effective in some circumstances and more momentous press releases in others, but that a flurry of tweets may evolve into a press release, or even a (!) campaign. (And in some circumstances, social media may actually be inappropriate or not as effective.) Put simply: I hear you, I'm with you, and I'm thinking about the media ecosystem more broadly and longer-term.Post new comment