By contrast, Poland Spring, owned by global marketing giant Nestle, blew a great social media opportunity by not responding or taking action when Senator Marco Rubio reached for a bottle of their water during his State of the Union response. Without advertising, Poland Spring should have commented or communicated via social media; alternatively, they could have sent Rubio a case of water. Instead Rubio carried his own bottle of Poland Spring with him during his post-speech press interviews the next morning.
What these social brands do track is earned media across a variety of metrics. 55% of brands do so according to Technorati’s findings. Yet, their metrics tend to only assess earned media impressions that lead to further social media activity. There’s no connection between social media generated brand impact and purchase related actions.This research underscores the need for brand marketers to go beyond considering social media in the traditional sense of being a media entity. It’s more than a place to post and distribute promotional messages. Social media requires being social. To this end, brands must engage with their prospects, customers and fans as humans and understand why they’re on social media. So I would like to asked this question. What has your brand experience been on social media and do you have any great ideas that you can share with us? Source: http://heidicohen.com/social-media-brands-dont-put-their-money-where-their-mouths-are/
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