Twitterature: A new twist on creative writing Toyota and BP: Surviving the crisis

5 Comments Add your own

  • 1. SocialSteve  |  June 30, 2010 at 7:09 pm

    Social media is a marketing tool (among other things). Marketing generates awareness and increases lead generation. It does not close a sale. Thus social media does not close a sale. While this may make the financial people unhappy, it is an important PART of the sales cycle. I cover this in the article “Social Media Conversion and the Social Media Marketing Funnel” at http://bit.ly/dsPrq

    Best,
    Social Steve (aka Steve Goldner 🙂 )

    Reply
  • 2. Sally Hodge  |  June 30, 2010 at 7:22 pm

    Indeed. The challenge will always be educating non-marketers and making sure we hammer away at setting expectations.

    Cheers,
    Sally

    Reply
  • 3. ecairn  |  July 1, 2010 at 3:44 pm

    In general, based on my experience in manufacturing, engineering and marketing, we can measure ‘simple things’ that can be described in ‘process’ – Behind process there’s the idea of some kind of control and reporting from the different parties involved in it. Well that’s where it’s hard with social media because 1) it’s a lot about communication/relationship – hard to put a value (r) on this 2) a brand doesn’t have much control over the network that is social media. Influence at level1 is probably all they can get. But as people relay the story/work about you, you’re out of the picture and it may/may not happen like seeds grow/don’t grow and it involves water/sun/soil in a very complex and time dependent equiation that we’re far from understanding.
    There are things that can be measured though and it’s important to think though what can’t/can be measured and do it for the ‘can be’ part. For example a blogger outreach campaign can be measured, not in term of sales generated ;-( but in term of earned media.

    Reply
  • 4. Ryan Evans  |  July 9, 2010 at 4:25 pm

    Nice post Sally. Being a former financial guy myself, I can tell you that there is a reason that they are good at their jobs. They like numbers. They don’t want to hear any crap about friends, followers and discussions. Those kind of things make their head heart and stomach turn.

    They want to talk about revenue growth, gross margins, ROI etc. The problem is that most PR and marketing efforts don’t fit nicely into a financial forecast. There are a few reasons for this. The timeline is unpredictable, the likelihood of a particular effort generating revenue is unpredictable and the attribution of that effort is often hard or expensive to track. But that doesn’t mean that these efforts aren’t worth doing. A spreadsheet will never show you what makes a firm truly valuable.

    Ryan Evans
    @ryanevans

    Reply
  • 5. sex  |  September 26, 2014 at 9:51 pm

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