corporate America
A Social Media Marketing Story
October 13, 2009
by David Krell
david@davidkrell.com
Rachel Levy is a Boston-based marketer who reinvented her personal brand. She built a go-to person status in social media marketing by embracing the challenge of mastering the intricacies of social media. The reinvention has resulted in consulting with corporate clients, blogging at www.rachel-levy.com, and Tweeting to thousands of followers as BostonMarketer.
The road to reinvention began on a different path -- job search.
I didn’t know a lot about social media, but I felt that I should know it from a business perspective. The job search transitioned into consulting for clients. I added another layer to my marketing skills.
Her marketing skills were already formidable from experience at Jim Beam Brands, Kraft Foods, and Jewish Community Centers of Greater Boston. The experience is vital to Rachel’s keen understanding of social media. Where others see social media as a mere novelty, Rachel sees it as an extraordinary marketing opportunity for corporate America. Unfortunately, the opportunity may be missed.
Social media is a tool for the marketing tool belt. But companies have a lot of room to be more effective in how they utilize Facebook, Twitter, and other social media and networking web sites. They might not view social media as an integral part of a marketing strategy because social media is relatively new. They need to be willing to invest time in developing a strategy.
Once a company develops, refines, and implements a social media strategy, another challenge will manifest. How do you measure effectiveness?
Companies will change measurement tools. Instead of cost per impression, the measurement may be cost per engagement or cost per conversation. The cost will be rooted in time and salary, not a dollar amount in the advertising budget.
To learn more about Rachel Levy’s social media insights, go to her web site at www.rachel-levy.com and follow her on Twitter at www.twitter.com/BostonMarketer.
david@davidkrell.com
Rachel Levy is a Boston-based marketer who reinvented her personal brand. She built a go-to person status in social media marketing by embracing the challenge of mastering the intricacies of social media. The reinvention has resulted in consulting with corporate clients, blogging at www.rachel-levy.com, and Tweeting to thousands of followers as BostonMarketer.
The road to reinvention began on a different path -- job search.
I didn’t know a lot about social media, but I felt that I should know it from a business perspective. The job search transitioned into consulting for clients. I added another layer to my marketing skills.
Her marketing skills were already formidable from experience at Jim Beam Brands, Kraft Foods, and Jewish Community Centers of Greater Boston. The experience is vital to Rachel’s keen understanding of social media. Where others see social media as a mere novelty, Rachel sees it as an extraordinary marketing opportunity for corporate America. Unfortunately, the opportunity may be missed.
Social media is a tool for the marketing tool belt. But companies have a lot of room to be more effective in how they utilize Facebook, Twitter, and other social media and networking web sites. They might not view social media as an integral part of a marketing strategy because social media is relatively new. They need to be willing to invest time in developing a strategy.
Once a company develops, refines, and implements a social media strategy, another challenge will manifest. How do you measure effectiveness?
Companies will change measurement tools. Instead of cost per impression, the measurement may be cost per engagement or cost per conversation. The cost will be rooted in time and salary, not a dollar amount in the advertising budget.
To learn more about Rachel Levy’s social media insights, go to her web site at www.rachel-levy.com and follow her on Twitter at www.twitter.com/BostonMarketer.
The $64,000 Social Media Question: What Does My Client Want?
October 06, 2009
by David Krell
david@davidkrell.com
Social media ‘experts’ have a lot to say about the power of Facebook and Twitter for corporate America. Phrases or variations thereof that you may have heard in the past year:
Micro-target your potential customers.
Reinforce your brand.
Build your network.
Optimize your digital presence.
But the self-proclaimed experts are missing, ignoring, or downplaying a vital aspect of social media for the corporate user -- asking customers and clients what they want.
When was the last time you asked your customers and clients these questions regarding your corporate Facebook page and Twitter postings (or Tweets)?
What information do you want?
How will you use the information?
How can we make your life easier in presenting the information?
The premise is simple, yet it suffers ignorance. Find the needs of your customers and clients, then address those needs.
Imagine the power of a clear, directed, and effective message tailored to the needs of your customers or clients on your company’s Facebook page and Tweets.
Now imagine that power remaining unrealized because of priorities that have nothing to do with crafting effective communications for the customers or clients but everything to do with slick marketing directives, phrases, and goals.
If the customer or client comes first, then why aren’t companies focusing on them first in developing a corporate social media communications strategy?
david@davidkrell.com
Social media ‘experts’ have a lot to say about the power of Facebook and Twitter for corporate America. Phrases or variations thereof that you may have heard in the past year:
Micro-target your potential customers.
Reinforce your brand.
Build your network.
Optimize your digital presence.
But the self-proclaimed experts are missing, ignoring, or downplaying a vital aspect of social media for the corporate user -- asking customers and clients what they want.
When was the last time you asked your customers and clients these questions regarding your corporate Facebook page and Twitter postings (or Tweets)?
What information do you want?
How will you use the information?
How can we make your life easier in presenting the information?
The premise is simple, yet it suffers ignorance. Find the needs of your customers and clients, then address those needs.
Imagine the power of a clear, directed, and effective message tailored to the needs of your customers or clients on your company’s Facebook page and Tweets.
Now imagine that power remaining unrealized because of priorities that have nothing to do with crafting effective communications for the customers or clients but everything to do with slick marketing directives, phrases, and goals.
If the customer or client comes first, then why aren’t companies focusing on them first in developing a corporate social media communications strategy?