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@Glenn - in your description, I'm reminded of the awkward cousin at the family gathering.

@Peter - well said. Marketing should focus more on the after purchase process.

Hi Valeria,

My take on the metatheme comes down to the question of how you win hearts and wallets.

For many years we've intuitively thought that the battle was fought before the sale and won when the goods/services were handed over ( the focus of traditional marketing).

Perhaps we're coming to relise the paradox that the the much bigger and more strategic battle has always taken place after the sale. (the focus of social media).

Social Media just lets us tag and trace.

Peter

A few years ago (or was it just yesterday?) many brands were hesitant to be social on social media, since there was little evidence available to forecast ROI or to benchmark performance. As I recall, many of those brands eventually entered the social sphere, but used it as a broadcast mechanism more than a platform for dialogue.

I think that now, with lessons learned and a follower count, these brands are looking for resources, philosophies, tools and communities to really, truly engage on social media.

However, as these brands enhance their use of social media for business, I sincerely hope they recognize that, as in other forms of conversation, people don't like being interrupted. People don't always appreciate an "uninvited party" joining their conversations. People don't generally like spin. Many that don't knowingly practice marketing, have never heard of "online reputation management" but have heard of Big Brother. You know, cluetrain manifesto stuff.

Thanks again for all the wonderful content and thought-provocation!

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