Friday, April 2, 2010
Weave It and Believe It
We created the picture above to demonstrate to prospective clients how social media is not just about one specific channel or discipline, but rather, the weaving together of them all.
It’s about advertising, PR, relationship marketing, customer service, and promotion. I’m sure it’s also about a few other things I can’t think of at this moment.
As I was putting the slide into yet another presentation, I got to thinking:
Even as we’re all struggling to learn about social media, it’s teaching us about the various disciplines we may never have paid much attention to in our own little silos.
I was a creative. My world was limited to striving to do the best creative work possible. To devouring the award show books. To creating great ads and commercials that would get into those books.
Now I find myself discussing – even almost understanding – analytics. Yet back in my general advertising days, the only data I wanted to hear was if enough people were watching my commercial to keep it on the air.
Likewise, I’m now keenly aware of the importance of crisis management, although not long ago, PR was about as mysterious to me as America’s fascination with reality television.
You could say the study of social media has made me a student of marketing in general. It’s helped me to think more holistically about how to reach and engage people.
It’s made me realize that creativity is about more than just clever headlines and eye-grabbing visuals.
It’s about using technology and smarts to listen and learn from consumers. To strategically engage them in a dialogue in which they actually want to take part. And ultimately, to provide them with the valuable information, support and guidance they seek.
What’s more, very few businesses today have a budget large enough to support four or more agencies on their roster. One agency that embraces the best of all of these disciplines provides much more bang for the buck.
It’s been a long journey getting to this broader view.
I just had to learn how to knit.