March 4, 2009 63 Comments

Social Media as a Softening Agent

detergent This comment by Pete Steege of Seagate gave me a little burst of insight. Why not share it with you, I always say!

Pete said:

One can’t just throw social media into the marketing mix with superbowl ads and divvy it all up by ROI. It’s apples and oranges. But then again, it’s not. It’s all part of the total conversation.

So, what if some of what we’re doing with social media is just the softening agent before the tough wash? (Remember those in old commercials?) How does that change how we’re looking at it?

Think about it: if my client, Citrix Online, wants to spend on traditional magazine ads, and convert that way, it’s definitely part of the mix. Do I think that social elements might help warm people up, humanize the brand, do more around the core product? Absolutely.

Hmmm.

What say you?

Photo credit, Clean Wal-Mart

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  • http://www.bxos.com Lou Susi

    More and more the trend will be to think more holistically about the entire campaign environment … the nature and needs of the audience | participant also plays a factor … but I believe the most powerful campaigns bloom at the intersection of online, traditional and event-based presentation

  • http://twitter.com/franswaa frank

    Might even be the right way to approach it from within larger organizations that is really into traditional marketing, advertising and pr. adding it to the mix and blending the SM ROI into the larger picture of all marketing, advertising and pr.

    http://twitter.com/franswaa

  • http://twitter.com/franswaa frank

    Might even be the right way to approach it from within larger organizations that is really into traditional marketing, advertising and pr. adding it to the mix and blending the SM ROI into the larger picture of all marketing, advertising and pr.

    http://twitter.com/franswaa

  • http://www.myinternetbusinessmasterminds.com myinternetbusiness

    very interesting topic, Social media is afterall as stated human engaging, building trust and relationships. Alot of marketing is done on social media now adays.

  • http://www.myinternetbusinessmasterminds.com myinternetbusiness

    very interesting topic, Social media is afterall as stated human engaging, building trust and relationships. Alot of marketing is done on social media now adays.

  • http://www.contentandmotion.co.uk/online-pr-agency-services/ Roger, Online PR Agency C&

    Horses for courses I’d say…. but definitely whatever we do on the Social side will either lead or compliment the overall campaign. As to which thing leads, depends where the point of conversion is. Like you say – this stuff is near perfect for driving awareness / comnversions in B2B. Small knowledge-based audiences and campaigns…. Social softens up and tips them

  • http://www.contentandmotion.co.uk/online-pr-agency-services/ Roger, Online PR Agency C&M

    Horses for courses I’d say…. but definitely whatever we do on the Social side will either lead or compliment the overall campaign. As to which thing leads, depends where the point of conversion is. Like you say – this stuff is near perfect for driving awareness / comnversions in B2B. Small knowledge-based audiences and campaigns…. Social softens up and tips them

  • http://www.gomlmonline.com Stephanie Valentine

    I guess it depends on who’s doing the social media and how well they are doing it. I see some people doing social media very well (subtle but effective) and it makes their company seem more likable with better name recognition. On the other hand, the more blatant approaches are the opposite of softening and can actually drive people away. I believe social media, like PR, can be used for good, bad, and ugly.

  • http://www.gomlmonline.com Stephanie Valentine

    I guess it depends on who’s doing the social media and how well they are doing it. I see some people doing social media very well (subtle but effective) and it makes their company seem more likable with better name recognition. On the other hand, the more blatant approaches are the opposite of softening and can actually drive people away. I believe social media, like PR, can be used for good, bad, and ugly.

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