I see so many marketers having nightmares about social media and its open coversation mode. Some fear it for the detrimental effect that it can have on their brand and others because they want to leverage Facebook, Orkut, Youtube, Twitter to get the whole world talking about their brand, but have no clue where to start.
Fear it if you must, but if you would like to leverage social media, then remember that a great social media plan will require traditional media. Just depending on social media might get you nowhere once the novelty effect of this world wears away. Eventually this will become an element of the media mix and will coexist with passive advertising.
The interactive nature of the internet and the mobile no doubt require a change in mindset of the tradional marketer, but it in no way should they be seen as a substitute for traditional media and one way conversation.
One way conversation is instrumental in reaching a lot of people and creating awareness about your brand, while social media helps you build a bond with your consumers.
This connect was erstwhile created using ground level consumer connect programs and BTL activities. This no doubt had a huge cost per contact, but the quality of contact left a huge impression on the consumer.
The same huge impression can now be left with Social media at a cost that is more than pocket friendly. So don't fear it but don't depend on it either to take your brand to stardom. Other media still exists and will continue to exist for sometime at least.
