I thought Julian raised a very interesting point in his presentation: there’s a lot more to SMM than just starting a conversation. You have to hang in there to develop the relationship. Be there for the long run. Listen and respond. Give a little of yourself. Add value.
Of course, this isn’t a SMM issue per se. Regardless of the technology they use, some brands seem to be more genuinely interested and concerned and open to what their customers say – ready to respond and adapt accordingly – than others. All things being equal, I’d bet the former would have a much more successful SMM experience than the latter.
But what’s a ‘more successful’ SMM experience? What should we be measuring here?
As always, it depends on the marketing objectives. But here’s the exciting bit: in this dynamic, unbridled space, the marketing objectives themselves need to shift, considerably, from how we’ve defined them in the past.