{"id":5404,"date":"2009-04-08T00:45:27","date_gmt":"2009-04-07T23:45:27","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=5404"},"modified":"2009-04-08T00:45:27","modified_gmt":"2009-04-07T23:45:27","slug":"social-media-the-always-on-focus-group","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/social-media-the-always-on-focus-group\/","title":{"rendered":"Social Media – The ‘Always On’ Focus Group"},"content":{"rendered":"

\"focus_group-meeting\"I read a really interesting post on the PR Week website today called Intent is the New Demographic<\/a> written by Tyler Pennock, SVP and director of social media for Ruder Finn<\/a>.\u00a0 In the post, Tyler provides three essential steps that all brands should follow in the world of social media marketing and branding:<\/p>\n

    \n
  1. Join the conversation and contribute new content that’s relevant to the brand and adds value.<\/li>\n
  2. Fulfill unmet needs.<\/li>\n
  3. Offer an incentive.<\/li>\n<\/ol>\n

    There is no doubt that adding value to the online conversation is imperative in any social media initiative, and Tyler’s three steps are certainly valid.\u00a0 However, what I found most interesting about Tyler’s article was written in the last paragraph of his post, and I quote:<\/p>\n

    “One of the main benefits that comes from understanding the audience’s intent, is that we as PR professionals can begin to tap into to the always-on focus group that is social media. Looking to add value for users means that we are gaining insight about how to optimize not only our communications, but the brand itself.” <\/p><\/blockquote>\n

    So often we hear marketers and branding people talk about adding value<\/em> and engaging<\/em> consumers in social media marketing and branding that we forget the amazing analytical tool<\/em> that social media can be.\u00a0 Those of us who have been in this field for more than a decade (possibly even more than 5 years) remember a time when social media didn’t exist and the conversations between our consumers happened in places that we could only access within the four walls of a high priced focus group facility.\u00a0 The conversations weren’t real.\u00a0 They were manufactured.<\/p>\n

    That’s the amazing thing about social media.\u00a0 Marketers can start conversations, they can try to nurture conversations along a certain path, but the true power of the social web occurs when marketers give up control of those conversations and let them grow and spread.<\/p>\n

    These days, executives are asking marketers to justify the cost of investing manpower in social media.\u00a0 I don’t think justification is necessary at all.\u00a0 Think of how far we’ve come in the world of social media in the past 10 years, 5 years, 1 year.\u00a0 The companies that aren’t involved in social media soon are the ones that will be playing catch up later — but when?\u00a0 In 10 years, 5 years, 1 year?\u00a0 My bet is on the latter.<\/p>\n

    Your thoughts?<\/p>\n

    Image: <\/em>Stock.xchng<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    I read a really interesting post on the PR Week website today called Intent is the New Demographic written by Tyler Pennock, SVP and director of social media for Ruder Finn.\u00a0 In the post, Tyler provides three essential steps that all brands should follow in the world of social media marketing and branding: Join the […]<\/p>\n","protected":false},"author":4,"featured_media":5405,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[110,520,1446,1011,135],"class_list":{"0":"post-5404","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-corporate-branding","9":"tag-online-branding","10":"tag-ruder-finn","11":"tag-social-media-branding","12":"tag-social-media-marketing","13":"entry"},"yoast_head":"\nSocial Media - 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