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1、THEONETHINGYOUMUSTGETRIGHTWHENBUILDINGABRANDPatrickBarwiseandSeanMeehanYes,newmediagiveuspowerfultoolsandspeed—butthat’snotenough.Asusual,marketersareturninghypeintohyperventilation.Thistime,it’saboutthesupposedendofmarketingasweknowit,thankstotheriseofsocialmediaandtheshiftofpowertoconsumers.Butit’
2、swrongtothinkwe’reenteringaworldinwhichtraditionalmarketingactivities,andbrandsthemselves,willbecomeirrelevant.Infact,theoppositeistrue.Socialmediamakeitmoreurgentthaneverthatcompaniesgetthebasicsright,developingandreliablydeliveringonacompellingbrandpromise.Ithasalwaysbeenriskyforcompaniestodisappo
3、intcustomers,atleastoverthelongterm.Buttodaythescaleandspeedofsocialmediacanmakefallingshortinstantlypainful.Considertheinternet-fueledbacklashagainstKryptonite’sexpensivebuteasilypickedlockandDell’sflammablelaptops.Bythesametoken,companiesthatconsistentlydeliverwhattheypromisebenefitmightilywhensoc
4、ialmediaamplifytheirreputation.Theobviousdangerisfailingtokeeppacewithsocialmediadevelopments.Butanequal,lessobviousdangerisgettingdistractedbythemandlosingsightofthefundamentals.We’velongworkedonmarketingstrategywithcompaniesacrossindustries;overthepast15yearswe’vefocusedonnewmedia,andrecentlyonsoc
5、ialmediamarketing.Andwe’vebeendirectlyinvolvedinsuccessfulnew-mediastart-ups,includingonespecializingincustomeradvisorypanelsandonlinebrandcommunities.Ourconclusion?Thecompaniesthatwillsucceedinthisenvironmentareexploitingthemanyopportunitiespresentedbysocialmediawhilekeepinganunwaveringeyeontheirbr
6、andpromise,andtheyarejudiciouslyrevisingthemarketingplaybookratherthantryingtorewriteit.LeveragesocialmediaMostcompanieshavecottonedontosocialmediaastoolsforengagementandcollaboration.MarketersatleadingcompanieshavecreatedlivelyexchangeswithandamongcustomersonsitessuchasOPENForum(AmericanExpress),Be
7、inggirl.com(Procter&Gamble),myPlanNet(Cisco),andFiestaMovement(Ford),tappingintoparticipants’expertise11andcreativelyforproductdevelopment.Ofcourse,socialmediacanalsoboostbrandawareness,trial,andultim
