|Social Media Changes — Can You Keep Up?
By: Ted Curtin
Social media is changing as fast as it is growing. People are embracing this unprecedented ability to connect and share with each other. The challenges marketers face — trying to reach and engage customers more meaningfully — are compounded by the increasing number of channels and devices to choose from. As marketers, it can be daunting to ensure you have the most meaningful message presented on the most contextually relevant channels, and to generate adequate reach, gain actionable insights, and ensure the highest possible ROI for your brand.
Consumers now realize the value of extending the reach of their connections far beyond their computers at home. Mobile technologies have allowed people to connect with and rely on their social networks for whatever they need, wherever they are. While the rapidly changing social media world presents challenges for marketers, it can be equally frustrating for consumers. One day they have the latest iPhone and then, with the introduction of the iPhone4S, they’re left with an iPhone that can’t even support the enticing new Artificial Intelligence program that Apple is promoting as a “mobile game changer.” Likewise, just as people are getting the hang of socially connecting and sharing on Twitter or starting to like Facebook and FourSquare, Google launches Google+ and claims to offer the best of all social media platforms — if you’re willing to take the time to set it up.
For consumers and marketers alike, it seems that no matter how hard you try to keep up, you just can’t help feeling like you’re often a step behind. So, what’s a marketer to do?
Next week the 2011 Social Media Marketing & Monitoring Conference comes to New York. At this event, social media icons including Peter Shankman, Christine Perkett, Brian Reich and Asif Khan as well as companies including Brandwatch, NBC, MTV, Big Fuel, Edelman, Traackr, and Payvment will be openly discussing these challenges. They’ll be exploring issues such as humanizing your brand, the transition from e-commerce to social commerce, challenges and opportunities for location-based marketing, driving offline engagement, and acquiring critical insights from your social data streams.
Social media has achieved mass acceptance, even as it is rapidly evolving. Staying ahead of trends and focused on your goals will prove critical to your company’s ability to position your brand, provide meaningful content and information, deliver on your value proposition, and ensure continuing relevance.
Ted Curtin is a recognized strategic marketing leader with over 22 years experience covering online and offline marketing channels. Follow him on Twitter or at TedCurtin.com
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