Although there are an increasing number of companies establishing a social presence, they often seem to fall short of any form of engagement with their target audience. In my view this is largely a function of not having a considered policy and strategy for using social technologies. I sense that many companies are simply playing a ‘me too’ card, without any defined purpose. Furthermore, despite the wealth of information available in every imaginable form, there seems to be a resistance to investing time and effort in training and education. Instead, where social technologies are being used, the most common approach is to assume that this is another broadcast marketing channel and this is, in effect, a commitment to failure. [Read more...]
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