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Believe me, I'm a big opponent of social media. But most business have either, too little time to make SM really effective, or don't appreciate the value of branding and top-of-mind strategic thinking. I've worked with a CRM department with a major OEM; they were trying their best to make their dealers aware of the value of embracing customer relationship marketing and branding with only some of the groups or dealers getting it and putting it to action.Social media doesn't work for every business model, and I don't mean that at the raw vertical level. Many companies are more sales-driven in their marketing efforts. To make SM work, you have to adopt a philosophy that public relations, brand, reputation, referrals and routine engagement between the buying cycle holds value. For others, they can't write a check for "social equity" so they will be slow to adopt.
Believe me, I'm a big opponent of social media. But most business have either, too little time to make SM really effective, or don't appreciate the value of branding and top-of-mind strategic thinking. I've worked with a CRM department with a major OEM; they were trying their best to make their dealers aware of the value of embracing customer relationship marketing and branding with only some of the groups or dealers getting it and putting it to action.
Social media doesn't work for every business model, and I don't mean that at the raw vertical level. Many companies are more sales-driven in their marketing efforts. To make SM work, you have to adopt a philosophy that public relations, brand, reputation, referrals and routine engagement between the buying cycle holds value. For others, they can't write a check for "social equity" so they will be slow to adopt.
