From yesterday’s AdAge article “Do Campaign Failures, High-Profile Firings Signal the End of Social Media” by Jonathan Salem Baskin.
“CMOs need to discover new ways to do the old things that still matter: Offer products and services that someone truly needs, admitting that you want to sell stuff to them, and then properly serving them after they’ve given you their business.”
The key is this: Keep it simple.
Attention spans are shorter, there are more venues through which to promote and sell and marketers, particularly B2B, are tasked with using those consumer-saturated platforms to reach a relevant audience who will become advocates and help increase revenue.
The goal is, of course, key when crafting any social media plan, be it brand-building, transaction-building and/or loyalty-building. Not every post/campaign/conversation has the same purpose on any platform.
To show content relevancy and determine value, the importance should be on measuring engagement/sentiment over impressions. There was a great article published today on this on PR Breakfast Club by Chuck Hemann.
In my opinion, marketing planning should involve all employees affected by a campaign with an importance on clear expectation and goal setting.
What are your thoughts?
“And so my boss said, ‘That’s good. But let me give you a few tips.’ He said: ‘No. 1, don’t make any promises you can’t keep. No. 2, keep every promise that you make. No. 3, if you don’t know the answer, say you don’t know the answer. People will accept that you don’t know the answer. But what they can’t accept is if you tell them something that’s wrong, because they’re going to act on that. And then if you have to come back later with a different answer, you’ll lose credibility.’
‘And the other thing is, get back to me. If you say you’re going to get back to me with an answer, make sure you get back. If you do all those things, you’ll be successful.’
And off I went. I felt empowered by that, because they were very simple lessons, and I’ve never forgotten them.”