October 15, 2010
Social Media: Today, Tomorrow…Forever?
Many interesting questions were posed to the panel which provoked great conversation, including if social media is about conversations between customers and brands, where do advertising firms fit in? Kevin noted that it is important to not mix too much business with the social aspect. Social media is supposed to be about a conversation between you and your clients, and not simply pitching your products and services. Granted, those things are involved, but a main goal of social media is to engage with your clients and encourage interaction. He gave the metaphor of being at a party, and someone coming up to you and immediately talking business and pitching products instead of breaking the ice with social interaction. Ben suggested that companies take a deeper look into listening, reacting, and seeing opportunities for “conversation” between current/potential customers. To make a solid point about how companies forget to converse with customers, Dan brought up the issue of GAP’s new logo. He mentioned that GAP did not know how to “talk” to the crowd and get a sense for that they really want. Instead, they just assumed customers will be receptive to change.
Another interesting question which was brought up was can you build a solid social media page/campaign without the risk of negative feedback or a bad image. The panel came to a general consensus that there is no way to completely avoid negativity throughout social medial; however, how a company controls and dilutes a problem is where their business can shine. Dan noted a way to try to avoid some negative feedback by targeting the early adopters of products. This way, these people will be able to acquire products/services and tell people about it via positive WOM. However, an audience member asked “Will there every be a point where social media just won’t cut it anymore?” or basically, will the social media bubble burst? This is a scary thought for companies using social media marketing. The panel pointed out that actual “media” isn’t what is changing, but the way it is presented and distributed. As long as social media maintains innovation, and companies are keeping their customers engaged with new/fresh ideas, then social media will continue to be an essential tool in marketing.
All of the panel members had great viewpoints from different perspectives from a social media standpoint. However, the all agreed upon the issue of privacy and stated that companies need to make sure they do not cross the line when using consumers’ information to promote further. There is a difference between being resourceful and invasive.
Social Media Breakfast Connecticut was a useful and inspiring panel discussion. The world of social media will always be changing and innovating. Companies need to keep up with the fast paced environment if they want to carry on. It’s survival of the tweets.
For more information about upcoming events like this, visit the Greater New Haven community events calendar
