« Customer Loyalty Comes from Conversation | Main | The Exception to Every Rule »


TrackBack URL for this entry:

Listed below are links to weblogs that reference How Big Brands can Start Testing Social Media:

» Digital kindness - a new concept? from pr-media-blog.co.uk
2009 is supposed to be the year more companies finally decide that social media is not just for the kids, but as integral a part of business as having a call centre, buying ad space, sending out news stories, etc. But how should the bigger companies... [Read More]


They key I see here is influence. I love what you said about influence as I believe it's the cornerstone for any brand's social media strategy. When brand's want to focus on your first point, they are essentially influencing future buyers. Being smart, helpful, and cognizant of buyer needs to help influence the word of mouth that is spread.

"But it shouldn't be an afterthought, something to tack on another five or six jobs or on the tail end of a campaign that places its attention elsewhere."

A perfect, and very public, example of successfully integrating social media from the get-go was the Obama campaign. They understood that this was not going to be some "tack-on" effort and if they were going to do it, they needed to do it right. They did it right and Obama reaped the benefits.


You get it. I have been screaming to the hills with very few echos returned: In today's world, we marketers should be placing most of our efforts and our budgets on Inbound Marketing. But first we need to fix corporate cultures.

According to just-released CMO Council data, "83 percent of marketers say they face change-resistant corporate cultures, conflicts and competition between internal constituencies, and a resistance to operational accountability, visibility and measurement." And that is a problem.

Until alignment of customer touchpoints and accountability plus measurement become top priorities, no strategies or tools will be effective or efficient. Keep up the great thinking Valeria.

The comments to this entry are closed.


Enter your email address:

Delivered by FeedBurner

Search Content

Advisory Boards

As seen on


Marketing that makes business sense


Book Reviews

Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.


  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.

© Valeria Maltoni

  • This work is protected by copyright. It may be quoted and excerpted. Beyond a sentence or two, you should ask for permission before publication.

  • Conversation AgentTM

  • © 2006-2015 Valeria Maltoni.