Guys, what do you think about that?
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- Related food for thought (great piece overall as well):
"...PR is the difference between a strong marketing position for an unsocialized brand and a socialized brand with a role in the grand narrative of its host society. The story doesn’t just happen. But it can’t be created in controlled ways like advertising either.
You have to scan for sparks of genuine social “integration” in the environment and pour fuel on them. Volkswagen’s ongoing “punch-dub” series of commercials is an attempt to do exactly this: talk up something to do with VW customer culture. I am not sure if it will work though, because this is a case of trying to make marketing do PRs job.
PR is essentially a hidden and delicate backstage influencer activity. You are trying to co-opt a story that’s already “out there,” in service of your brand. Many people have a stake in that story, so at best you can influence the story, not “tell it.”
Aside: this is why the new continent of social media has primarily been colonized by PR people. The marketing and sales people are talking a lot about the potential, but it is PR people who are making the medium work for them. Good marketing talks more than it listens. Good sales listens more than it talks. Good PR strikes a conversational balance. Social media is fundamentally friendlier to PR than either sales or marketing.
In the past companies had to have either marketing or sales cultures. You could not lead with PR. Today you can. This is especially true because rank-and-file employees can be turned into a PR army. To use them in marketing means cheesy employee photos in brochures. Using them in sales means sales people bringing customers in for “insider visits.” Though Word-of-Mouth can work for sales (forwarding discount coupons/referral/lead generation schemes), marketing (contests, “viral” videos) or PR, it works best for PR."
---Nov 3, 2013
- Here is a legitimate and long overdue death...
Let's all agree to drop the 'half-baked' social business metrics.
What matters in
socialbusiness is DCF. There are six drivers of DCF --
Increase Profit Margin
Decrease Amount of Capital Required
Decrease Cost of Capital
If you aren't creating DCF then you aren't in business, social or otherwise.Nov 5, 2013
- Hi all, I'm new to this community but thought I'd add a comment on this if that's ok.
I was working with IBM back in the days when the internet was formed of email and forums. When I think back to expectations and how we viewed technology in those days, it is literally like another world.
It is hard to remember a time when we did not have google, when banking online was a concept not a reality, when emailing was just beginning to become common place.
I remember at this time, it was considered that there would be two reasons why the internet would succeed - banks (who were refusing to adopt the internet) and porn (because of easy access). This was the time before bluetooth technology!
Then came the explosion. Security, capabilities and investment both from the end-user and the technology giants suddenly made possibilities real.
The reason I say all this is because I believe we are in a very transitional stage of how we use, shape and create. I believe that where we are now will be unrecognisable in 5 years let alone in 10.
Social Business in evolving, as well it needs to and I believe the key issues will be determined by:
1. Technology available - a major aspect to how we pick up, drop off and use social media is dependent on accessibility and this is determined in large part by the technology.
2. Regulation - we have a largely unregulated space and this is going to change, either through self-regulation or through legislation, either way it will have a massive impact on social media.
3. Relevance - thankfully we are all producing and demanding more relevant information!
4. Impact - genuine impact is hard to measure and it is something that will become better. One of the reasons I like G+ is because I think impact is much more real than other social media.
5. Investment - however this will come out from a combination of the recognised networks that show credibility for business functions.
I therefore believe that it is not a death as such, but a new chapter which will signal evolution.Mar 15, 2014
- I agree with youMar 17, 2014
Now that the cheap vendor / consultant /analyst hyperbole of social business is settled, behind us, may we please get along to SNS Implementation?
Mar 17, 2014
- Jan 24, 2015