Comments on: Which comes first? Your online communication strategy or your online communication tactics?

By: tamir

tamir — Tue, 01 Sep 2009 23:19:28 +0000

Thanks Paul, I agree about role and purpose of social media depends on definition. and yes. It is a medium where social interaction occurs and there is nothing new about it as we’ve been doing it for years. I mean, humans were doing it for years. Most corporates and organisation are not human. that’s what is new about this “social” stuff. It makes brands human and how to do it is sometimes the hardest thing for brands to learn.

By: Paul Johnston

Paul Johnston — Tue, 01 Sep 2009 11:40:06 +0000

How the role and purpose of Social Media is explained and understood depends on your definition of the term. Likewise ‘Marketing’. Marketing as far as I have ever understood it is about both inside and outside the organisation. Its about organisational capability from within and social influence both within and without. It has a special responsibility for competitive strategy which includes market management and all the ‘P’s you care to invent. It has always been about ‘people’ their beliefs attitudes and behaviour. Despite the rational scientific problem solving dirge found in most Marketing Management text books.

Social Media is exactly that. A ‘medium’ through which social interaction occurs. It is therefore nothing new and different in terms of generic human interaction and marketing role and purpose.

By: Arnold - Web Aces

Arnold - Web Aces — Mon, 31 Aug 2009 05:51:53 +0000

Having studied Organisational Strategy in university, ‘strategy’ immediately popped up in my head as the answer. In regards to social media however, this could be a more complex answer.

Thanks for sharing Tamir.

By: martyn thomas

martyn thomas — Wed, 26 Aug 2009 05:12:34 +0000

Sage advice. I can imagine some brands espousing this advice as their own in 12-18 months time. The chains of email and meeting slavery restrict the ability of some companies to think about social infusion. At the moment a little knowledge is going a long way. Want to get up to speed? then check out FRANkademy http://frankvizeum.com.au/blog/frankademy/