[excerpts]
http://www.socialmediatoday.com/SMC/132126
"It's not rocket surgery."
That malapropism became a bit of a mantra at last week's Inbound Marketing
Summit.
Social media isn't complicated. When you boil it down it's about listening
to your customers, being helpful by offering your knowledge and giving
them interesting content to share and thereby advocate for you. The IMS
speakers shared several case studies (yes, too many of them mentioned
Comcast and Zappos) on how organizations have embraced social media to
connect with and built trust and affection among customers. None of the
examples required hyper-specialized knowledge or technology for a company
to connect with people.
So why is it so difficult for so many companies to successfully integrate
social media? I dug through my (30 pages of) notes to try and find some
themes in what the speakers shared and came up with a this list of why
organizations might be getting hung up.
1. They can't talk about anything broader than their own products.
[...]
2. They listen to customers but don't take any action
[...]
3. They aren't calibrated internally with the technology
[...]
4. They're not framing risk accurately
[...]
5. Their internal culture isn't aligned for social media success
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