184723 Resource 81701 49412 49412 1191170957350 1191248587438 Controlled Social Media Marketing a Matter of 'Fitting In"

Digital Interactivity: Unanticipated Consequences for Markets, Marketing, and Consumers

The last decade brought two related surprises: the rise of social media and the rise of search media, says a new <a title="social media paper harvard business school" href="http://hbswk.hbs.edu/item/5783.html" target="_blank">study from the Harvard Business School.</a> Marketing is struggling to find its place in these new communication pathways, says the report.  The new media are rewarding more participatory, more sincere, and less directive marketing styles than the old broadcast media rewarded.The transformation is unfolding on a model of consumer collaboration, in which consumers use digital media that lie beyond the control of marketers to communicate among one another, responding to marketing's intrusions by disseminating counterargument, information sharing, rebuttal, parody, reproach and, though more rarely, fandomKey concepts in the report include:<ul id="takeaways"><li>Successful interactive marketing may be less a matter of domination and control, and more a matter of fitting in. </li><li>There is a human need to assert and present to the world a self-serving identity and to manage one's personal reputation. </li><li>The form of interactivity most attractive to marketing is one that facilitates people's ability to construct their identity and contribute to the making of meaning. </li></ul>.We are certainly seeing an increased interest in social  media strategies.  The first action to take is to listen to the conversations online.  And you have to keep monitoring these conversations all the time.So an <a title="online reputation monitoring" href="http://www.brandseye.com/" target="_blank">online reputation monitoring tool</a> like the new Brandseye from the UK<a href="http://www.brandseye.com/">,</a> which can not only monitor what is being said about you and your competitors but can also evaluate the remarks and calculate a brand 'score,' is vital to the success of any social media marketing or PR strategy.If you are interested in what it can do, drop me an email. sallyf at expansionplus dot com 10 application/xml false brandseye marketing online PR online reputation monitoring social media Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 5.1; .NET CLR 1.1.4322; InfoPath.1; .NET CLR 2.0.50727; .NET CLR 3.0.04506.30) 127.0.0.1 127.0.0.1 sally false true false false true 177676 false false true false false false true 185452 Resource 177676 173239 49412 1191623100328 1192456798037 Controlled How does one fit in?

Sincerity is the watchword.

In these wonderful new sites that are popping up most everywhere, I see accents on community  and a playful, adventurous spirit prevailing.  It's easy to spot within these sites those who clearly do not belong -- it seems to emanate from their postings!It's like going to a party just to have fun and seeing one person who seems a bit ill at ease. Later on in the party you find yourself all rounded up in the living room and he's the guy from whom we're all forced to listen to an MLM pitch!Within these communities (I see) it is not at all about selling or promoting or traditional marketing. It's having fun and telling people what you have found to be exciting in your life.When one joins one of these online communities it seems that the first responsibility is to divine the purpose of the community and then act always in an alignment with that purpose. All that I have seen seem so youthful and vibrant -- it is really a pleasure to be a part of them. Good observation Doug and Sally! 10 application/xml false Mozilla/4.0 (compatible; MSIE 7.0; Windows NT 5.1; YPC 3.2.0; .NET CLR 1.1.4322; .NET CLR 2.0.50727; .NET CLR 3.0.04506.30) 127.0.0.1 127.0.0.1 false true false false true 81701 blog blogsite/Falkow/web