Reputation management is a critical issue in the digital space. With the advent of social media and the growth in user generated content, anyone can say anything they want about a brand and there is very little that the brand can do to control this.
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The interesting thing about social media is the breadth of areas within an organisation that it can touch. Unlike some marketing initiatives, which are all about a campaign, social media tends to be more about the relationship and the dialogue that customers (and potential customers) have with a company and each other in relation to a company.
I’ve had a few conversations with marketers recently when I’ve been told that there is still a need for ’social media 101′ information in the market place. It seems that there is still a gap in understanding exactly where social media fits into the big picture of the digital media plan and the marketing strategy as a whole. And also, that actual execution - and predominantly resourcing and accountability - is a big challenge too. I can understand this because when you start working on social media from a business point of view it immediately takes a lot more time than you had anticipated and suddenly it seems a whole lot more complicated.
What do you think? Is this something that marketers in Australia still need to learn about? Are there particular elements of this that are more pressing?
I was on a panel at Ad:tech on Tuesday talking about ‘The Importance of Digital Strategy’. A pretty broad question I know, almost like the importance of digging foundations for a massive skyscraper. But with the help of Kate Tee (Diageo), Stephan Gervois (NRMA) and panel leader Ben Cooper (The Population) I like to think we managed to put together something that was of interest. Thank you guys, it was a pleasure.
A Personal Take on Ad:Tech Sydney
The dust has now settled a little on last week’s Ad:Tech conference here in Sydney and I have had a chance to catch up on some work, reading and even a little writing.
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