Social media has changed the game so fundamentally and so
quickly that many Americans and American corporations have struggled to keep
up. Others are still sizing up social media — those ubiquitous forums such as
Facebook, Twitter, MySpace, Digg, Flkr, etc. — trying to access how they are
going to strategically leverage its influence and whether it can increase
revenue streams. A few advertising and marketing companies took a moment to
tell rolling out how social media has changed the game:
John Cash, Group
Account Manager, Images USA:
“First of all, it’s the next new thing on the block. What people are really
trying to get a hold of is the metrics behind the media and the payoff. Yes,
it’s new. Yes, it’s inventive. Yes, it does seem to connect to the consumer. But
I think that the jury is still out on the long-term basis on the benefits of
social media and the metrics and payoff. It does seem more efficient than
traditional mediums — be it radio [or] TV.”
Robert Brown, VP of Business Development, Carol H. Williams: “I think the recognition of social
media has changed substantially. … The dynamic nature of social media makes you aware of it. We
have done some very interesting areas of development in that area. In terms of
what we’ve done substantially, we’re still catching up.”
Michael Warner, Co-Owner, Ebami Consulting Group: “I think social media has changed the
industry in a great way. … I think it [plays] a vital
part … when you look at Obama and all that he’s done and the prestige he has
given to giving back through social media, that says it right there.”
Tenisha Jackson
Warner, Co-Owner, Ebami Consulting Group: “To your point about social
marketing/media, we also always integrate a social marketing into our marketing
campaigns — whether it’s a Facebook or a YouTube — we find ways to integrate
the digital campaign to activate the consumers. Right now, a lot of the multicultural
consumers or the urban market, they are on Facebook. And it’s vital for brands
to have a presence also within those social media networks. We always integrate
some type of element — whether it’s a Facebook page branded by a corporation —
some type of element to mobilize those consumers as well. So to answer your
point, [it’s] very critical. Social marketing right now is a key element that we
integrate into all of our campaigns.” –terry
shropshire
