When we have access to detailed analytics that allow us to determine the impact of our actions and we then know how to shape those actions to achieve a desired outcome, the question that arises is can we "keep things real"?
Authenticity, is often cited as the first casualty of targeted marketing but it doesn't quite have to be that way. The #SMTPowerTalk explored the dynamic presented by the opportunities afforded in the new world of marketing and the choices that we have to make.
For many working online today this is new ground. Vincent Messina is part of a new breed of marketers who struggle with the concept, walking a fine line between the need to make sales in order to keep a business viable and a sense that now working is no different to living, online is no longer quite separated from online and principles and identity inform branding and marketing.
In a frank, open interview that addresses the difficult balancing act presented by a personal and professional brand he covered the question of where "good content" comes from, how a focus on sales and marketing can sometimes determine the approach and how data should be used to determine value and outcomes.
Coming from an analytical, marketing background, Vincent's take on social media is results-orientated and yet he also points out that "everything is marketing". The moment you set up a business every step taken along the path of its development is intended to help create reach, increase brand impact and actually aid in making a sale. There is a broader strategy which may not always work for everybody but which can work.
In the length of the talk Vincent addresses the ever-topical question of faking attitudes and how far this can get a business in the social media sphere. Interjected by comments and observations made by a live audience on Twitter and Google+ this was a Hangout On Air that delivered some insights and a great many thoughtful moments.
In this case our Engagement Broadcasting events have been handled by SEOWise.
The #SMTPowerTalk series of Hangouts are announced first on the Social Media Today Google+ Page. Click here to join if you haven't already, and be kept up to date.