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Great consise post, so refreshing to see someone say it how it is. Too many people get wrapped up in the 'campaign' element, they forget about an on-going strategy and daily social content plan. Campaigns are essential but they should support and fit seemlessly with an overall strategy and KPI's, not distract against it. Thanks.
Great article. To add to it beyond the standard marketing experience/knowledge required, I believe Social media is about psychology and people management, supported by a well considered engagement and crisis management strategy. Brands are entering an era that is quite unknown, where people can say what they want about a brand and a brand must have a voice where reponses are well considered before going public. Best practice is being written pretty much on a weekly basis with new case studies and laws coming out all of the time.
Call centre managers and other customer facing reps spend years training-learning how to deal with customers and crisis management, and their environment normally consists of a single customer - not open for the the whole world to see! Yet at the helm of many brands social media activity there are often people far less experienced to deal with things potentially far more damaging. It doesn't make a lot of sense.
Social is not a new thing, it's a philosophy based upon basic human interaction. You think this, I think that, we think this, I like that etc. Online it has just been made popular by things like Facebook, Myspace, Twitter. Prior to these, websites often had comment boxes, rating functionality, forums and blogs, all of which were social tools but within a vertical vertical.
So what do I think students should learn about when it comes to social marketing / management? People skills and psychology.