What if we woke up one morning to find that traditional media was no longer available? What would brand managers do? Well for starters they would find out how their customers are handling the change and what if anything has replaced the traditional stuff.
Back to the Drawing Board
Brand managers would want to start to track where their customers go, where they get their news and how they entertain themselves. They would have to start all over again to understand their customers. They are likely to talk to many customers and sometimes even listen as well. Eventually it would become clearer which of the new media was being used by which customers. And soon enough brand managers would have some comfort in knowing which media works best for their brand in the new dispensation.
That’s how we need to approach all this social media stuff. Much of it is more bark than bite. We have to figure out, as with traditional media, which parts have bite. And then use the bite parts to build relationships for our brand. (by dr)
