CMS Authors: Mehdi Daoudi, Rishi Bhargava, Harry Trott, Xenia von Wedel, Carmen Gonzalez

Related Topics: CMS, Agile Computing

CMS: Blog Feed Post

Integrate Social Media Tools Into Business, Not Marketing Campaigns

A given–social media activities alone will not sustain a company

In a blog post by Shiv Singh, author of the Going Social Now blog, Shiv argues that “Social media is not enough in a downturn.

In the post, Shiv says:

“That its not enough to focus on social alone. That nurturing the conversations in the social realm are the starting point not the end game. That it is indeed about getting customers to influence each other to make positive purchasing and brand affinity decisions. That the core philosophies around social can and should be deeply integrated into a business. And that, the more holistically you look at social influence marketing - across all touch points digital and physical, the more likely are you to harness it for competitive advantage. It is the social ideas that matter more than social media. Ideas that harness social philosophies but create new outcomes and not just new tactics.”

Interesting, but…

  1. A given–social media activities alone will not sustain a company.
  2. “Nurturing the conversations in the social realm are the starting point?” I beg to differ. Market conversations take place everywhere at all different times. If by the “social realm” he means any location, on or offline, where people talk, then sure, but if it means the online world of social media only, nope. Social media is experiencing wide-spread adoption, but the whole world isn’t on there yet. Heck, the whole world isn’t even online and many of the most important market conversations still take place offline.
  3. Agree–core philosophies around social media activities should be deeply integrated into a business. This isn’t new, though, as marketing practices have been working on becoming “integrated” with business goals/operations/functions for a long time now.
  4. Not sure I’m understanding what was actually meant by the last two sentences, but perhaps I agree with it if it means that the market conversation really drives product innovation and business growth because the greater market conversation is talking about how to fulfill people’s wants and needs and not about what products need to have what features next or need to be created.

In December of 2007, Shiv wrote a post in which he defined Social Influence Marketing: “Social Influence Marketing is about leveraging social media at every stage of a marketing campaign, and it goes beyond the lifetime of the campaign too.”

So taking this definition and looking at the excerpt from his recent post it seems to me that it would be more holistic to think of utilizing social media tools and online conversation locations to engage with influencers, customers and prospects as a part of what your company offers rather than simply as an extension of a traditional marketing campaign. This would be a more inline with what we call Conversation Marketing:

The strategic and tactical ways in which a company chooses to participate/engage/interact in the market conversation. As opposed to the typical definition of Social Media Marketing, Conversation Marketing focuses on building mutually beneficial relationships with Influencers; responding to market conversation topics and initiating topics that do not include traditional marketing messages; extrapolating market conversation content to utilize as company/product proof points and to counter sales objections; and internalizing the market conversation for business growth.

What do you think?

Read the original blog entry...

More Stories By Christine Fife

As I drove off to college I never would have guessed I would end up here! But it’s been a fantastic journey. My career has been richly diverse giving me an advantage over marketers who are siloed into niche positions. I strive to be a true Renaissance person—I love to learn about everything and trying new things comes naturally. My career has been no different; I’ve successfully launched enterprise software and medical device development startups, improved communications processes for the regulatory department of a major financial exchange, increased client business and product development for several international exchange program companies and founded an international educational non-profit organization. My master’s degree in Integrated Marketing from Golden Gate University gave me a broad understanding of traditional marketing best-practices, but my BA in theater gave me the skills to understand how people communicate with one another and the importance of promoting a brand in a voice that is right for the audience.

IoT & Smart Cities Stories
The deluge of IoT sensor data collected from connected devices and the powerful AI required to make that data actionable are giving rise to a hybrid ecosystem in which cloud, on-prem and edge processes become interweaved. Attendees will learn how emerging composable infrastructure solutions deliver the adaptive architecture needed to manage this new data reality. Machine learning algorithms can better anticipate data storms and automate resources to support surges, including fully scalable GPU-c...
Machine learning has taken residence at our cities' cores and now we can finally have "smart cities." Cities are a collection of buildings made to provide the structure and safety necessary for people to function, create and survive. Buildings are a pool of ever-changing performance data from large automated systems such as heating and cooling to the people that live and work within them. Through machine learning, buildings can optimize performance, reduce costs, and improve occupant comfort by ...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
René Bostic is the Technical VP of the IBM Cloud Unit in North America. Enjoying her career with IBM during the modern millennial technological era, she is an expert in cloud computing, DevOps and emerging cloud technologies such as Blockchain. Her strengths and core competencies include a proven record of accomplishments in consensus building at all levels to assess, plan, and implement enterprise and cloud computing solutions. René is a member of the Society of Women Engineers (SWE) and a m...
Poor data quality and analytics drive down business value. In fact, Gartner estimated that the average financial impact of poor data quality on organizations is $9.7 million per year. But bad data is much more than a cost center. By eroding trust in information, analytics and the business decisions based on these, it is a serious impediment to digital transformation.
Digital Transformation: Preparing Cloud & IoT Security for the Age of Artificial Intelligence. As automation and artificial intelligence (AI) power solution development and delivery, many businesses need to build backend cloud capabilities. Well-poised organizations, marketing smart devices with AI and BlockChain capabilities prepare to refine compliance and regulatory capabilities in 2018. Volumes of health, financial, technical and privacy data, along with tightening compliance requirements by...
Predicting the future has never been more challenging - not because of the lack of data but because of the flood of ungoverned and risk laden information. Microsoft states that 2.5 exabytes of data are created every day. Expectations and reliance on data are being pushed to the limits, as demands around hybrid options continue to grow.
Digital Transformation and Disruption, Amazon Style - What You Can Learn. Chris Kocher is a co-founder of Grey Heron, a management and strategic marketing consulting firm. He has 25+ years in both strategic and hands-on operating experience helping executives and investors build revenues and shareholder value. He has consulted with over 130 companies on innovating with new business models, product strategies and monetization. Chris has held management positions at HP and Symantec in addition to ...
Enterprises have taken advantage of IoT to achieve important revenue and cost advantages. What is less apparent is how incumbent enterprises operating at scale have, following success with IoT, built analytic, operations management and software development capabilities - ranging from autonomous vehicles to manageable robotics installations. They have embraced these capabilities as if they were Silicon Valley startups.
As IoT continues to increase momentum, so does the associated risk. Secure Device Lifecycle Management (DLM) is ranked as one of the most important technology areas of IoT. Driving this trend is the realization that secure support for IoT devices provides companies the ability to deliver high-quality, reliable, secure offerings faster, create new revenue streams, and reduce support costs, all while building a competitive advantage in their markets. In this session, we will use customer use cases...