CEO Sounding Board
How do you see social media marketing evolving?
Social Media Platform
"A lot of folks go on there and immediately make the mistake of sell, sell, sell. Social media is where you flirt with the client. The website is where you sell the client once you have gained their trust. If you are a restaurant or retail store, Yelp is very vital to your business. It's basically complaining on steroids — either complaining or saying 'ya-hoo!' on steroids."
ILD and its subsidiary Social Strategy1
"You're really starting to see people now not only understand social media but also know there's a place for it in their business. It can be a real simple page on Facebook, a real solid professional profile on LinkedIn, to more customer service things and the Holy Grail of this kind of thing from a business perspective, 'How do I get ROI?' In larger companies you are going to see more designation of a chief listening officer and probably on a brand-by-brand basis someone who is responsible for the social media of the brand. CEOs need to be hands on. The trends are undeniable, and the power is pretty self-evident."
"Business and government have needs far beyond Facebook and Myspace. They have needs to control their brand identity, security and data. They need to control the expression of the brand in the marketplace. What's happening in 2011 is the evolution of the market to this higher value."
"Where we see it really exploding is with the convergence with more mobile apps. There's so much clutter now. A brand-specific, category-specific app will allow you to continue a conversation. Everyone's thinking about the mass side of this. We feel brands are built from the inside out. You turn to the internal audience, your employees and staff. Create these private apps. Getting that real time information out. It's nice to hear from the CEO real time rather than the annual newsletter."