ABSTRACT
Social circles spin too fast for me. Sammy Davis Jnr
9.1 Introduction
9.2 Consumer generated content
9.3 Social networks and online communities
9.4 Blogging
9.5 Viral marketing
9.6 Online public relations and reputation management
9.7 Strategic social media marketing
In Chapter 1 of this book I made the assertion that not all businesses will benefi t from having a presence on the Internet – if that is contentious, then stating that not all businesses will benefi t from having a presence on social media (SM) is certainly not. Without doubt, for some brands, organizations and products, social media offers an effi cient and cost-effective medium for two-way communication with customers. But for others, any
ROI is highly questionable. Indeed, such is the nature of SM that poor engagement is – in customers’ perception – worse than no presence at all. Some industries or markets lend themselves to a SM involvement. Any brand leader in consumer packaged goods, for example – or retailer, restaurant, media company, charity or destination – should all be active in SM. However, there is little benefi t to be had for the likes of highly specialized B2B traders or ‘one-time client’ services (replacement garage door suppliers in Sunderland, for example). Indeed, any business which requires signifi cant personal involvement between the two parties is unlikely to profi t from a SM presence.
