Kelly Ashley

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?