Last Monday I joined with Joe Thornley of Thornley Fallis to deliver a talk at the CPRS annual conference taking place here in Halifax. A few days later, Joe wrote about how "social media authorship is mandatory for credibility as an advisor".
While there is no shortage of people claiming expertise without the requisite participation and authorship Joe speaks of, there's also no shortage of supposed experts who seemingly cannot move beyond simply recommending the same social media tactics to clients that they use themselves.
For many PR and marketing folk, the tough part seems to be moving beyond the technology / tactics they're comfortable with themselves towards business-specific strategic applications of social media.
Ouch!
Posted by: Joseph Thornley | June 16, 2008 at 02:11 PM
As a member of the 'PR and marketing folk' I ask you: what is the "business-specific strategic applications of social media". I ask everyone I meet who is tossing around these concepts to point to me a way to measure, define and direct for my clients a strategy with a business case, and all I get are idealized views of how things may work in the future, or a if the client doesn’t get ‘it’ then it is not for them. As someone who has to respond to clients in terms of Return on Investment I have a hard time saying 'well, this network/blog/community might take off and be really popular'. This being the case, is plunging headlong into these concepts the place for responsible businesses, where breaking the waves is not always to most profitable?
Posted by: Glenmore | July 26, 2008 at 08:49 PM
Glenmore,
I appreciate the comment - thanks for stopping by. Business-specific applications are rather easy to find I must admit... whether it's using a blog to sell bespoke suits (English Cut) or book over $5M worth of hotel rooms (Marriott).... to name just two that come immediately to mind.
Drop me a line at carman AT colour DOT ca and I'd be happy to discuss more...
cheers, cp
Posted by: cpirie | August 25, 2008 at 02:08 PM