Today, we are all connected. Today, smart brands make business personal. And they do that by becoming a social business rather than applying the same old marketing techniques to the new medium of social media. They realize that ‘social’ isn’t a new way of marketing, It’s a new way of doing business.
A social business doesn’t just do social, it uses strategic and creative excellence, and extraordinarily well thought through content to create brand lust, engagement heat and ultimately passionate advocates for the business and it’s products and services. They think in terms of test, learn, scale as opposed to 18 month marketing plans…and they use an analytics culture to shape and adjust and augment strategy on the go.
This is an outstanding article on becoming a Social Business. I know the discussions very well, the measuring of singular Marketing tactics, the counting of number of leads etc. This is the old way of Marketing - and even this was the wrong measurement method and system. In the Social Age we go personal. We communicate in the true meaning of the word instead of spamming the customer with more or less irrelevant messages.