Social media - Bush fire or fire storm?
Wednesday 5, May 2010
A number of years ago I was deeply immersed in the evolution and early rapid growth of that world class airline – Cathay Pacific. Those of us who were working at that great company were so wrapped up in our own world and our own successes, that perhaps our orientation got a little unfocused.
A friend said, I thought unkindly at the time that we were so blinded by a green mist (the colour of the airline) that we had lost focus on some of the realities of commercial life.
So too perhaps with Social Media, the phrase and the component parts, FaceBook, Twitter, YouTube, MySpace, LinkedIn, Flickr, Delicious and all the foreign language versions seem to dominate marketing and distribution conversations, just as it seems that there is no world outside the Social Media fog and fog it is.
Sarcely two years old and growing like topsy, this tidal wave of data and comment has come out of nowhere and threatens to engulf conventional mechanisms and processes. While some question whether the Social Media phenomen can continue to hold sway and indeed wiser heads will argue that the marketing challenge of creating and then meeting a need has not changed, there is no doubt that at least short engagement with Social Media must be on the agenda of every serious marketing entity.
Social Media in essence is about engaging with the customer and using that engagement both to understand their needs and to create a brand relationship that will survive and endure.
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