An-dè bhruidhinn mi aig an Comann Eadar-nàiseanta Luchd-conaltraidh Gnìomhachais ann an Indianapolis. Bha dinamics an luchd-èisteachd measgaichte eadar gach cuid companaidhean beaga is mòra, agus luchd-gnìomhachais a bha a ’spangachadh nam meadhanan sòisealta bho newby gu luchd-margaidh sòisealta eòlach.
A ’dol sòisealta
Each time that I prepare a presentation, I go back through the history of presentations I've done in the past… dropping slides and information that are no longer timely, and adding new slides for topics of late. While we're always on the edge of what's occurring in social media, the narrative has changed dramatically. One key is your business relationships with prospects and customers are now an expectation.
Advertising used to raise the ire of virtually every visitor. Today, while not always welcomed, there are very few folks complaining about advertisements and promotions found throughout a company's social presence. In fact – some of the statistics we provided show that there's an expectation of discounts and offers from many people. They actually ag iarraidh companaidhean ri reic!
Another strategy that would have been blasphemous is paid content. While most people don't even realize when content is paid for… the idea of paid content drew extreme criticism for a long time. I've actually been a proponent all along. The fact is that many writers do a much better job illustrating the efforts of a business – moreso than the companies themselves. Producing content is difficult – unless it's your job. The research and content writers we've built relationships with do an amazing job.
What hasn't changed is that it still provides an amazing opportunity for a company with little brand recognition and little marketing budgets to build an amazing business. (Present companaidh air a thoirt a-steach!) Rud eile a tha chan e a-mhàin air atharrachadh, ach air fàs nas duilghe, a bhith a ’togail agus ag adhartachadh do ro-innleachdan susbaint agus meadhanan sòisealta. Carson? Leis gu bheil do cho-fharpais agus do ghnìomhachas mòr air grèim fhaighinn mu dheireadh.
Tha a bhith a ’suidheachadh dhùilean airson sgrùdadh no sòisealta a’ fàs nas duilghe an-diugh leis gu bheil an teicneòlas, na h-àrd-chabhsairean agus a ’cho-fharpais uile a’ gluasad. San àm a dh ’fhalbh, bha a bhith a’ faighinn ùghdarras agus a ’togail gnìomhachas sòisealta - dare tha mi ag ràdh - furasta. Those days are long gone, though. No more shortcuts. The competition is stiff and you need to really dedicate the best resources to build your programs. The benefits of significant savings still come with a great strategy… it's just more difficult now to attain.