Aug 27 Posted 6 years ago
Nice article Amber!
It's obvious to most of us that the marketing, advertising, and public relations business model has changed. The lines have blurred and rightly so. At large advertising agencies, in the past and many still today, they always want to start at strategy and move down the road from there. The problem with this is that they haven't taken the time to determine the clients metrics, desired outcomes and core intent. The traditional advertising model should really be turned upside down. You must understand the client and their core goals before you determine strategy and tactics. When it comes to social media many talk about followers and friends, but these #'s don't really give us any indication of the effectivness of a campaign or socail engagement. We all know that those #'s can be artificailly inflated. The key to social media can, in part, be audience size but more importantly it's audience engagement. How many are coming to you daily, clicking your links, leaving comments, and even more importantly shareing your info with their audience. Malcolm Gladwell defined it well in his book The Tipping Point when he identified connectors, mavens, and salespeople. Do you know who these people are in your circle of influence? Do you know who you should be identifying and connecting with inside and outside of your audience? If not, it's time to start investigating.
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