HBR, Martin, Amy Jo, 7/18/2011
Amy Jo Martin, Founder of Digital Royalty develops social media strategies for clients such as: Hilton and Shaquille O’Neal. Martin discusses the tension that exists between social media advocates and C Level executives. The most common objections she hears from the board room include:
- Social Media is a Fad
- How do we Monetize Social Media?
- Social Media Doesn’t Save Us Money
- I do not Have a Large Following, so It Doesn’t Make Sense
- I Can Just Re-use my Traditional Marketing for Social Media
Martin responds by saying:
- Social Media is Not a Fad: Nearly 1 billion people use Facebook and Twitter alone
- You Can Monetize Social Media, but Change your Mindset and Think about Social Media as a Brand and as a Communication Channel
- Social Media Can Save your Company Money: It is easy to use and very low cost (read about the Ultimate Fighting Championship)
- Social Media is Not About Volume: Tony Hsiesh, CEO, Zappos.com humanizes his brand when his employees misuse social media by holding them accountable
- Traditional Marketing Focuses on Logos and Controlling the Message. Social Media is about Focusing on People and Brands
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