I really like the “social by design” expression as a way to guide marketing thinking in a company today. It’s like the “digital by default” or “Digital First” mantra we’ve heard for a while
now which can communicate a new vision for marketing. Simple summaries to colleagues can help get the message across.
You may have seen the quote recently, which is from Facebook COO Sheryl Sandberg reported in Advertising Age. She went on to say that:
“Facebook shouldn’t be the only thing marketers do online, or in marketing. It should just be part of everything they do”.
That’s probably overstating it for many companies, but certainly a form of “social engagement” should be built in to campaigns whether that’s offline or in the most suitable online channels, which could be your site rather than a social network.
I also liked this nugget about Facebook users from the same Sandberg talk, another simple message which could have an impact on others in a company:
“Daily fan page “likes” has doubled in the past year to 100 million daily”
Wow - that's a big number even with hundreds of millions of Facebook users! I know you’re thinking, “but what is the business value of a like”. Certainly the Advertising Age post received some criticism from Joel Rubenstein who said: “Mostly, Facebook does not deliver brand engagement, it delivers frivolous impressions”. Others, including me, counter that if a “Like” a proactive connection between a company and a consumer that has to be positive, it’s not a passive view of an ad, it is a sign of brand engagement surely?
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.
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