A lot of companies and organisations have been attempting to use “social media” as part of their “marketing mix”.
I say “attempting” and not “using”.
Put simply, you get the distinct impression that a lot of organisations are working from a checklist.
If they’re really “advanced” they’ll connect a couple of them together, so that their Twitter updates appear on their blog.
They then pat themselves on the back and sit back.
But what about the various elements they’ve put online?
The blog posts are mainly pure marketing and sales pitches ….
The Facebook presence isn’t pushed or used, so it lies dormant gathering “virtual dust”
And the Twitter account is used for blasting more marketing messages into an empty space.
End result. Their online venture probably underperforms, even though they’ve probably paid a silly amount of money to a “consultant” whose credentials were probably incredibly thin..
So what should they be doing?
How should they be doing it?
Should they even do it?
How can they be shown that doing it properly may pay dividends?