My friend Francois Gossieaux says we don’t do marketing with social media — social media is what caused the marketing game to change. More specifically:
It is not just a new channel to reach and interact with customers. Not realizing that distinction will result in companies not being able to achieve their business objectives. And those objectives have not changed – and were best described by the late Peter Drucker when he said: “Because the purpose of business is to create a customer, the business enterprise has two-and only two-basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
Francois is correct, and that’s why I get so irritated when others fodder over strategies for adding social media to the marketing mix or the media plan. Social media, admittedly a term I dislike, really is a word we use to describe the transformational breakdown in friction that has prohibited fluid communication between companies and their stakeholders. Until now.
RELATED: I’m moderating a panel at OMMA Social on June 23 in New York. The discussion is called “Behavioral Targeting: How to Connect with the Right People in Social Media.” Folks on my panel include:
- Andrew Monfried, Founder and CEO, Lotame
- Samantha Skey, EVP, Strategic Marketing, ALLOY Media and Marketing
- Benjamin Sun, President, Community Connect Inc.
- Paul Beck, Sr Partner, Executive Director of Digital at Ogilvy Worldwide
If you had these execs captive in the hotseat, what would YOU ask them?