Digital Marketing, Social Business, Social Media Strategy, Integrated Marketing and Media, Social Media Staffing and Operations

Getting Serious About Social Media

My clients at ExactTarget yesterday published a terrific, free executive briefing called Letter to the C-Suite: Getting Serious About Social Media.

LettersToTheCSuite Final.pdf page 1 of 16 247x300 Getting Serious About Social MediaIt includes a dozen letters written to C-level executives (in general) about what they need to do to take social media to the next level. Reading them through, I really wish we could have done a series of Webinars, because the content is simply outstanding.

Contributors include:

  • David Baker from Razorfish (brilliant email and CRM guy)
  • Olivier Blanchard from Red Chair (the social media ROI guy)
  • Jason Falls from Social Media Explorer (expert on social media integration)
  • Sergio Balegno from MarketingSherpa (social media data genius)
  • Ann Handley from MarketingProfs (disclosure: client & goddess of marketing content)
  • Joseph Jaffe from Powered (social media as customer service advocate – check out his new book)
  • Kyle Lacy from Brandswag (top-notch social media trainer)
  • Valeria Maltoni from Conversation Agent (B2B social media and marketing strategy crackerjack)
  • Shelly Palmer from “Digital Life” (tech TV personality and prognosticator)
  • Trey Pennington from The Pennington Group (social media Renaissance Man and new author)
  • Jeff Rohrs from ExactTarget (social, search, email convergence leader)
  • and me.

This is not some sort of ExactTarget sales pitch (although you do have to fill out a short form to download it, which I abhor). In reality though, there’s exactly two paragraphs about ExactTarget (and CoTweet) in the entire document – which is a very digestible 14 pages – and they won’t bug you after you download it.

I do hope you’ll download it and come back and tell us what you think in the comments.

I don’t want to poach or poorly paraphrase anyone else’s content, so here’s what I wrote in Letters to the C-Suite:

To The Executive Team:

I realize everyone is telling you social media is a unicorn, but maybe it’s just a horse?

LettersToTheCSuite Final.pdf page 2 of 16 255x300 Getting Serious About Social MediaSure, social media differs from the marketing we’re used to in that it puts the company and our customers on the same – rather than opposing – teams. But beyond that, isn’t social media more similar than different, compared to what’s come before it?

I’m not talking necessarily about acquiring new customers, but rather using social media to keep the customers we’ve already earned. Maybe social media isn’t the new television, but rather the new telephone and CRM?

Why would a consumer “friend” us or “fan” us or “follow” us in social media, unless they were either already a customer, or at the very least had us in their purchase consideration funnel? The average Facebook member becomes a fan of just two companies per month, yet is exposed to thousands of brands during that same period. People don’t experimentally engage with brands in social media, they engage with the brands they already support.

Thus, we need to understand precisely how the company will “be” social, not just “do” social media, and then consistently manifest that relationship between us and our customers across the entire spectrum of communication tools: our Web site, our blogs, our Facebook page, our Twitter account, our email program – and even our customer service organization.

Our strategies and expectations for social media are in reality a complement to what we’re doing in email and lifecycle marketing. Isn’t our Facebook page just a post-modern email newsletter? Keeping us top-of-mind with our best customers, engaging with them, giving them offers, and trying to turn consumers into advocates?

If we integrate our CRM and social media, we can use our social interactions with customers to learn more about their needs and desires, and improve the relevancy of our email communications and offers. Couldn’t we use our social media outposts as targeted landing pages for our email and direct mail communications? Why aren’t we asking our blog visitors and Facebook fans to subscribe to our email newsletter?

Further, we need to add the same level of testing and measurement rigor to social media that we do to email and CRM. There’s a best time to send Tweets. There’s a best time to post to Facebook. There’s an optimal structure for blog post headlines. There’s a reason that some videos show up on the first page of Google, and others do not. All of these answers are knowable, and if we commit to testing and optimizing our social media efforts in 2010, we’ll go from having a social media presence, to having a social purpose that drives meaningful ROI.

Cheers,

Jay Baer
Convince & Convert, Social Media Strategy

(in the actual book, my signature looks like I had my kids do it. note to self: do not provide signatures with a Sharpie)

Check out the book if you get a chance. Thanks.

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  • stanphelps

    Nice job Jay. I love the quote about going from having a social media presence to having a social media purpose.
    I hope senior management comes to understand that social marketing is not about 'them' or their 'brands'. It's about their customers. Go 'above and beyond' when serving your customers. Treat their customers right and give them something to 'talk, tweet, blog and post to Facebook about'.
    Best,
    Stan

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  • http://themaria.me/ themaria

    I like it. This has been my concern for quite some time. Social media is not some other discipline that should warrant throwing business concepts out of the window. Twitter and Facebook are not strategies. They are tools. Tools are easy. Strategies are hard. The fundamental shift within the organization towards transparency and customer service is the bottom of the iceberg, while tweeting is just a tip. Do you have systems in place that allow you to plug in all these new customer touchpoints and communications into enterprise-wide systems? SM is here to make communication more human, scalable and actionable. I like your FB group as a newsletter analogy.

    With all this being said, there are nuances in communication styles on, say, Twitter vs. other channels. As different as social channels are from corporate communications of yesteryear, they are not that different from network building and nurturing that we always did. Funny, I have just been composing a 2-part post on SM engagement on the Biz360 blog http://marketiq.biz360.com/2010/03/ten-best-pra….

    Measurement is also different, and also similar. Whereas not everything maps neatly to a sale from a single tweet, Olivier Blanchard makes a good point differentiating between financial and nonfinancial impacts. But that's sort of similar to brand-building efforts of TV and print from yesteryear, although it's now done in a one-on-one way that makes you feel special instead of like cattle that a message is unloaded upon. So importance for socialCRM is huge, as it helps tie together the loose ends. Huge area of focus for us at Biz360.

    P.S. this is my 100th comment on Disqus, and I couldn't think of a better place to have it :)

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  • http://www.whethamsolutions.com/ Sabrina Whetham

    Great Article! I agree fully. It has helped myself get a better look on what I am doing with these Social Media sites. I also agree with Stanphelps – I love the way you say going from social media presence to have a social media purpose. Thanks for Sharing!

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    RT @kyleplacy: Getting Serious About Social Media fomr @ExactTarget http://bit.ly/9pY5K3

  • http://twitter.com/freemanco/status/10729651278 Freeman Companies

    Great info here to help bizs find their SM wings. RT @JeffHurt Getting Serious About SM: @jaybaer letter to C-Suite Execs http://ow.ly/1opKM

  • http://twitter.com/swonderlin/status/10730581871 Stephanie Wonderlin

    Social Media is About Keeping Fans, Not Creating Them http://ow.ly/1oxwI (via @jaybaer) #socialmedia

  • http://twitter.com/britgarrison/status/10730917191 Brittany Garrison

    RT @Aerocles: RT @swonderlin: Social Media is About Keeping Fans, Not Creating Them http://ow.ly/1oxwI (via @jaybaer) #socialmedia

  • http://twitter.com/britgarrison/status/10730917191 Brittany Garrison

    RT @Aerocles: RT @swonderlin: Social Media is About Keeping Fans, Not Creating Them http://ow.ly/1oxwI (via @jaybaer) #socialmedia

  • http://twitter.com/britgarrison/status/10730917191 Brittany Garrison

    RT @Aerocles: RT @swonderlin: Social Media is About Keeping Fans, Not Creating Them http://ow.ly/1oxwI (via @jaybaer) #socialmedia

  • http://twitter.com/webtrafficseo/status/10731222274 Marci Rosenblum

    Getting Serious About Social Media – Convince & Convert: http://bit.ly/bb7IlZ via @addthis http://bit.ly/d9m5w6

  • http://twitter.com/e_perceptions/status/10731514805 ePerceptions

    RT @sedaozmen: Getting Serious About Social Media | Social media is about keeping fans, not creating them.. http://goo.gl/sidb

  • http://twitter.com/webdesignbarrie/status/10731758898 Whetham Solutions

    @swonderlin RT Social Media is About Keeping Fans, Not Creating Them http://ow.ly/1oxwI (via @jaybaer)

  • http://twitter.com/webdesignbarrie/status/10731758898 Whetham Solutions

    @swonderlin RT Social Media is About Keeping Fans, Not Creating Them http://ow.ly/1oxwI (via @jaybaer)

  • http://twitter.com/chadciesil/status/10731985205 Chad Ciesil

    yes to everything except assertion social isn't a viable acquisition toolRT @jaybaer:Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/chadciesil/status/10731985205 Chad Ciesil

    yes to everything except assertion social isn't a viable acquisition toolRT @jaybaer:Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/netstrategic/status/10732174667 Joe Buhler

    RT @jebworks: Getting Serious About Social Media | Letters to the C-Suite on Convince & Convert – Download briefing at http://bit.ly/d43vU7

  • http://twitter.com/netstrategic/status/10732174667 Joe Buhler

    RT @jebworks: Getting Serious About Social Media | Letters to the C-Suite on Convince & Convert – Download briefing at http://bit.ly/d43vU7

  • http://twitter.com/netstrategic/status/10732174667 Joe Buhler

    RT @jebworks: Getting Serious About Social Media | Letters to the C-Suite on Convince & Convert – Download briefing at http://bit.ly/d43vU7

  • http://twitter.com/engageus/status/10732174746 Joseph Buhler

    RT @jebworks: Getting Serious About Social Media | Letters to the C-Suite on Convince & Convert – Download briefing at http://bit.ly/d43vU7

  • http://twitter.com/engageus/status/10732174746 Joseph Buhler

    RT @jebworks: Getting Serious About Social Media | Letters to the C-Suite on Convince & Convert – Download briefing at http://bit.ly/d43vU7

  • http://twitter.com/engageus/status/10732174746 Joseph Buhler

    RT @jebworks: Getting Serious About Social Media | Letters to the C-Suite on Convince & Convert – Download briefing at http://bit.ly/d43vU7

  • http://twitter.com/l9cuso/status/10732174620 L9

    RT @jebworks: Getting Serious About Social Media | Letters to the C-Suite on Convince & Convert – Download briefing at http://bit.ly/d43vU7

  • http://twitter.com/l9cuso/status/10732174620 L9

    RT @jebworks: Getting Serious About Social Media | Letters to the C-Suite on Convince & Convert – Download briefing at http://bit.ly/d43vU7

  • http://twitter.com/l9cuso/status/10732174620 L9

    RT @jebworks: Getting Serious About Social Media | Letters to the C-Suite on Convince & Convert – Download briefing at http://bit.ly/d43vU7

  • http://twitter.com/pattibreckenrdg/status/10732478616 Patti Breckenridge

    Social Media Is About More Fully Engaging Current Fans Rather Than Finding New Ones – http://bit.ly/a3wmPu #socialmedia #strategy #engage

  • http://twitter.com/laraazevedo/status/10733155680 Laraazevedo

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3 Uma novidade pf?

  • http://twitter.com/soshmedia_tyro/status/10733739801 Bekki Miske

    Getting Serious About Social Media http://bit.ly/9pY5K3 RT @jaybaer

  • http://twitter.com/soshmedia_tyro/status/10733739801 Bekki Miske

    Getting Serious About Social Media http://bit.ly/9pY5K3 RT @jaybaer

  • http://twitter.com/soshmedia_tyro/status/10733739801 Bekki Miske

    Getting Serious About Social Media http://bit.ly/9pY5K3 RT @jaybaer

  • http://twitter.com/kibler/status/10733981910 Kibler

    Getting Serious About Social Media – http://bit.ly/aRN5Hc

  • http://twitter.com/kimbrame/status/10734008321 Kim Brame

    RT @Kibler: Getting Serious About Social Media – http://bit.ly/aRN5Hc

  • http://twitter.com/yakhtar/status/10734335234 yakhtar

    Social media is about keeping fans, not creating them http://bit.ly/bb7IlZ #in

  • http://twitter.com/aliriop/status/10734528461 Alirio Pirela

    Getting Serious About Social Media: http://bit.ly/bb7IlZ via @addthis

  • http://twitter.com/just_kate/status/10734565166 Kate Brodock

    Social media is about keeping fans, not creating them (Convince and Convert) http://bit.ly/dqLEeU

  • johnellett

    You are dead on! I completely agree that marketers should focus on creating real fans first and then engage them through social media. More on this at http://marketing-has-changed.com/1-way-to-creat….

  • http://twitter.com/criticalmass/status/10734732468 Critical Mass

    CRM should be the driver, not sales :) RT @just_kate: SM is about keeping fans not creating them (Convince & Convert) http://bit.ly/dqLEeU

  • http://twitter.com/imponline/status/10735607513 Imprenditoreonline

    Social media is about keeping fans, not creating them http://yoc.to/Cj @jaybaer

  • http://twitter.com/hlbenfield/status/10737249243 Heather Benfield

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/jebworks/status/10738443392 Joe Buhler

    @PhilCaines According to this http://bit.ly/d43vU7 They likely were advocates already.

  • http://twitter.com/jellett/status/10739459734 John Ellett

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/jellett/status/10739459734 John Ellett

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/rockstarjen/status/10740856868 Jennifer Wilbur

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/rockstarjen/status/10740856868 Jennifer Wilbur

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/rockstarjen/status/10740856868 Jennifer Wilbur

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/annschroe/status/10741233995 Ann Schroeder

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/annschroe/status/10741233995 Ann Schroeder

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/annschroe/status/10741233995 Ann Schroeder

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/onlinebydesign/status/10741722552 Alan

    Getting Serious About Social Media http://bit.ly/aRN5Hc via @jaybaer

  • http://twitter.com/suewickes/status/10741735247 Sue Wickes

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/derekreesenyc/status/10742328558 Derek Reese

    @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/derekreesenyc/status/10742328558 Derek Reese

    @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/kathyoreilly/status/10743287092 Kathy O’Reilly

    Great read from @jaybaer Getting Serious About Social Media: http://cot.ag/cgfbjK

  • http://www.stellarpointgroup.com/ PaMarketing

    Nice Post…Thanks.

    I look at it this way – Like Any other Direct Marketing or Internet Marketing Strategy – Social Media Stratey should be just that – a “strategy” – with a purpose. Today, I still believe we are in the Social Media “Honeymoon” period.

    Think of it this way. For most small business owners, basic seo and search marketing strategies are still byond them – yet, given some basic concepts – see
    http://www.stellarpointgroup.com/internet-marke… – even a novice can go a long way. Social Media Marketing is heading in that direction. In a couple of years, the sheen will wear down and the honeymoon luster will wear off – BUT…Social Media is here for a while – and pretty soon, even a novice will be able to pull enough information from online sources to give him / her a roadmap for putting together an effective “Social Media” Marketing Strategies…Thanks Again…

  • http://twitter.com/irinajordan/status/10749852592 Irina Jordan

    Getting Serious About Social Media – http://bit.ly/9pY5K3 (via @jaybaer)

  • http://twitter.com/xtinasf/status/10750162353 Cristina Roman

    Reading:RT @claudiaguzman: Getting Serious About Social Media http://ow.ly/1oA7O

  • http://twitter.com/xtinasf/status/10750568450 Cristina Roman

    (it's about keeping fans, not getting fans- Read on, great article):Getting Serious About Social Media – http://bit.ly/9pY5K3 (via @jaybaer)

  • http://twitter.com/socialmediacre/status/10760642396 SocialMediaCRE

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/kimberlymccabe/status/10781024274 kimberly mccabe

    Really Good! RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/rickcoplin/status/10781455968 Rick Coplin

    Great find: RT @nateriggs: Totally worth the download: "Getting Serious About Social Media" – http://ow.ly/1o7Qu

  • http://twitter.com/iampramit/status/10786207931 Pramit J Nathan

    Getting Serious About Social Media http://bit.ly/aRN5Hc | RT @OnlineByDesign @jaybaer

  • http://twitter.com/fondalo/status/10791888305 John Altes

    Getting Serious About Social Media http://ow.ly/1oFpL

  • http://twitter.com/meggiehd/status/10834813827 Meghann Dials

    RT @jaybaer RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/meggiehd/status/10834813827 Meghann Dials

    RT @jaybaer RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/meggiehd/status/10834813827 Meghann Dials

    RT @jaybaer RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/mandy_vavrinak/status/10835272644 Mandy Vavrinak

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/arekibo/status/10835566438 Arekibo

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3 (via @jaybaer)

  • http://twitter.com/arekibo/status/10835566438 Arekibo

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3 (via @jaybaer)

  • http://twitter.com/arekibo/status/10835566438 Arekibo

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3 (via @jaybaer)

  • http://twitter.com/arekibo/status/10835566438 Arekibo

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3 (via @jaybaer)

  • http://twitter.com/jlysne/status/10836475088 Josh Lysne

    12 thought leaders in SM get serious with brilliant letters for C-level execs. @jaybaer tells the story. http://ow.ly/1p6mz

  • http://twitter.com/organicjournlst/status/10838665500 Mary Modney

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/marc_hfx/status/10843236709 Marc Butler

    RT @jaybaer: RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/curatingpixels/status/10843455715 CuratingPixels

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3 #fb

  • http://twitter.com/socialnetdaily/status/10849828284 Social Media

    Getting Serious… Social Media is about keeping fans, not creating them! http://ow.ly/1p5qC

  • http://twitter.com/socialnetdaily/status/10849828284 Social Media

    Getting Serious… Social Media is about keeping fans, not creating them! http://ow.ly/1p5qC

  • http://twitter.com/socialnetdaily/status/10849828284 Social Media

    Getting Serious… Social Media is about keeping fans, not creating them! http://ow.ly/1p5qC

  • http://twitter.com/kenbanks/status/10849828907 Ken Banks

    Getting Serious… Social Media is about keeping fans, not creating them! http://ow.ly/1p5pj

  • http://twitter.com/kenbanks/status/10849828907 Ken Banks

    Getting Serious… Social Media is about keeping fans, not creating them! http://ow.ly/1p5pj

  • http://twitter.com/kenbanks/status/10849828907 Ken Banks

    Getting Serious… Social Media is about keeping fans, not creating them! http://ow.ly/1p5pj

  • http://twitter.com/kenbanks/status/10849828907 Ken Banks

    Getting Serious… Social Media is about keeping fans, not creating them! http://ow.ly/1p5pj

  • http://twitter.com/jennio55/status/10849904857 Jenni O’Malley

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/juliustrujillo/status/10849992583 Julius

    RT @SocialNetDaily: Getting Serious… Social Media is about keeping fans, not creating them! http://ow.ly/1p5qC

  • http://twitter.com/greennurture/status/10855090070 GreenNurture

    "Get serious about CRM + social media" @JayBaer – (very cool – 'Letter to the C-suite') http://ow.ly/1pbon

  • http://twitter.com/greennurture/status/10855090070 GreenNurture

    "Get serious about CRM + social media" @JayBaer – (very cool – 'Letter to the C-suite') http://ow.ly/1pbon

  • http://twitter.com/socialmediaxprt/status/10855171407 Jimmy Bean

    RT @greennurture: "Get serious about CRM + social media" @JayBaer – (very cool – 'Letter to the C-suite') http://ow.ly/1pbon

  • http://twitter.com/greenbizdev/status/10856085988 Bobby Furnish

    RT @greennurture: "Get serious about CRM + social media" @JayBaer – (very cool – 'Letter to the C-suite') http://ow.ly/1pbon

  • http://twitter.com/greenbizdev/status/10856085988 Bobby Furnish

    RT @greennurture: "Get serious about CRM + social media" @JayBaer – (very cool – 'Letter to the C-suite') http://ow.ly/1pbon

  • http://twitter.com/greenbizdev/status/10856085988 Bobby Furnish

    RT @greennurture: "Get serious about CRM + social media" @JayBaer – (very cool – 'Letter to the C-suite') http://ow.ly/1pbon

  • http://twitter.com/ecorevitalizer/status/10857114648 Kevin Rose

    RT @greennurture: "Get serious about CRM + social media" @JayBaer – (very cool – 'Letter to the C-suite') http://ow.ly/1pbon

  • http://twitter.com/ecorevitalizer/status/10857114648 Kevin Rose

    RT @greennurture: "Get serious about CRM + social media" @JayBaer – (very cool – 'Letter to the C-suite') http://ow.ly/1pbon

  • http://twitter.com/rexwilliamson/status/10858947293 Rex E Williamson

    RT @greennurture: "Get serious about CRM + social media" @JayBaer – (very cool – 'Letter to the C-suite') http://ow.ly/1pbon

  • http://twitter.com/heyrobertdavis Robert Davis

    Jay – totally agree with the core thesis; I've been proposing that we think of social media as a symptom, not a strategy – a symptom of the need, and the opportunity, to once again think about “behavior” rather than “messaging.” To recognize that the actions of marketers, product managers, customer service managers, and so on through the organization, are all behavioral moments of truth, and all opportunities to build fans for the brand.

    That said, you kind of lose me with a disavowal of social media to meet potential customers for your brand. The supporting data cited – consumers fan 2 brands or less per month – is a pretty weak case. First off, there are more ways to engage in social media with a new brand than fanning a FB page, but I know you know that, too. And I'd argue that fanning a brand's page may be less of a commitment than tattooing the brand's logo on my ankle, but it's a heck of a lot more than having seen your TV spot. The fan has raised their hand, in some small way, and that is an opportunity. Is working hard to build 50,000, or 15,000 or even just 1,500 fans meaningful for a large consumer brand? Clearly 500,000 is better, but you also have to take the network effect into account. At ten friends each, 5 million people seeing 500,000 people take an action with my brand, assuming they engage in something that drives a wall post, can be quite meaningful. And you very rightly, and eloquently, remind your readers of the importance of measuring just what that behavior does mean for the brand. (Though I'd also argue that it can be done at such low cost vs. mass media that brands should be willing to get busy and figure out meaning at the same time, and not use measurement challenges as reasons not to engage.)

    And yes – social media should offer the email newsletter. How smart is this, and how infrequently does it happen? Thanks for the reminder to focus on what works already.

  • http://twitter.com/sandy3010/status/10863463800 Sandip Ghosh

    Social Media is about keeping fans, not creating them! http://ow.ly/1p5qC

  • http://twitter.com/sandy3010/status/10863463800 Sandip Ghosh

    Social Media is about keeping fans, not creating them! http://ow.ly/1p5qC

  • http://twitter.com/sandy3010/status/10863463800 Sandip Ghosh

    Social Media is about keeping fans, not creating them! http://ow.ly/1p5qC

  • http://twitter.com/blogsolute/status/10863496286 Blogsolute.com

    RT @Sandy3010: Social Media is about keeping fans, not creating them! http://ow.ly/1p5qC

  • http://twitter.com/blogsolute/status/10863496286 Blogsolute.com

    RT @Sandy3010: Social Media is about keeping fans, not creating them! http://ow.ly/1p5qC

  • http://twitter.com/blogsolute/status/10863496286 Blogsolute.com

    RT @Sandy3010: Social Media is about keeping fans, not creating them! http://ow.ly/1p5qC

  • http://twitter.com/apuntesgestion/status/10864885717 apuntesgestion

    Social media is about keeping fans, not creating them… http://ow.ly/1peMv

  • http://twitter.com/lawson_dodd/status/10864957929 Lawson Dodd

    Is social media just about keeping fans and not creating them? http://is.gd/aSFKp

  • http://twitter.com/helloginger/status/10865406746 helloGinger

    Getting Serious About Social Media | Integrated Marketing and …: Sure social media differs from the marketing we… http://bit.ly/9bOqOW

  • http://twitter.com/brookslacayo/status/10868265680 BROOKSLACAYO

    Getting Serious About Social Media – http://bit.ly/9pY5K3 (via @jaybaer)

  • http://twitter.com/cfmcharter/status/10868770699 CFM Charter

    Social media is about keeping fans, not creating them http://is.gd/aPmS3

  • http://customerexperiencepartners.com/ DRP

    Thank you Jay. Certainly Social Media is more about relationships and helping to serve existing customers. It's about retention and nurturing advocates more than about acquiring new customers. We agree.

    But there are many still making promises about the “unicorn” that will in the end only create disappointment. A recent Chadwick Martin Bailey and iMOderate study was reported with a sub-head “Social friends and followers feel more inclined to purchase from the brands they are fans of.” Well of course they do — in most cases the reason they becamse fans and followers was because they already are customers of the brand and were seking more information, usage hints, coupons, products news, etc. Unfortunately the article makes it sounds like a different kind of cause and effect whereby consumers who never had much connection with a brand suddenly decide to become fans, and then start buying the brand.

    That's just not happening. In most cases Facebook and Twitter don't create fans and followers out of space, but has the potential to build on prior relationships and experience with a brand. Suggesting otherwise is making a false promise and leading to the idea that Social Media can somehow totally replace other forms of advertising.

    Doug Pruden, Customer Experience Partners

  • http://twitter.com/jdkrsanac/status/10871079197 Jan Krsanac

    Social media is about keeping fans, not creating them http://ow.ly/1oypi

  • http://twitter.com/dkrcarter/status/10873342543 David Carter

    RT @just_kate: Social media is about keeping fans, not creating them (Convince and Convert) http://bit.ly/dqLEeU

  • http://twitter.com/ad_chickadee/status/10877634366 Ad Chickadee

    Social media is about keeping fans, not creating them http://bit.ly/aGqzoa

  • http://twitter.com/mike_stelzner/status/10878423345 Michael A. Stelzner

    What you need to know to take your social media activity to the next level (and not get left behind!) http://bit.ly/acZIfH

  • http://twitter.com/rssirteubal/status/10884439995 Ignacio

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consulting – Convince & Convert: http://bit.ly/9bOqOW

  • http://twitter.com/dirtywater22/status/10884771050 Aaliyah Miller

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/republicmarktng/status/10890565948 Todd Aaronson

    Letter to the C-Suite: Getting Serious About Social Media. The truth about what it is and what it isn't… http://ow.ly/1oEv3

  • http://firstpagegoogleresults.com/ video search optimization

    it will now be easy for record labels to offer social networking tools to visitors of their artists' websites and grab …

  • http://firstpagegoogleresults.com/ video search optimization

    it will now be easy for record labels to offer social networking tools to visitors of their artists' websites and grab …

  • http://firstpagegoogleresults.com/ video search optimization

    it will now be easy for record labels to offer social networking tools to visitors of their artists' websites and grab …

  • http://twitter.com/malchia/status/10916915898 Mal Chia

    Social media is about keeping fans, not creating them http://bit.ly/dc3bsv

  • http://twitter.com/thebrandbuilder/status/11044435312 Olivier Blanchard

    "Letters to the C-suite: Getting Serious about Social Media" (Required reading for all executives) – http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/thebrandbuilder/status/11044435312 Olivier Blanchard

    "Letters to the C-suite: Getting Serious about Social Media" (Required reading for all executives) – http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/iambridget/status/11044488219 Bridget Thornton

    RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/iambridget/status/11044488219 Bridget Thornton

    RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/karimacatherine/status/11044676302 Karima-Catherine

    Reading this >>> RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" – http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/worklawyer/status/11044680826 Michael P. Maslanka

    RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" (Required reading for all executives) – http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/consultantrc/status/11044771632 Raul Colon

    "Letters 2 the C-suite: Getting Serious … Social Media" (Req. reading 4 executives) http://bit.ly/dc3bsv via @jaybaer @thebrandbuilder:

  • http://twitter.com/appliedwisdom/status/11044835877 Cheryl Cooper

    RT @thebrandbuilder: Letters to the C-suite:Getting Serious about Social Media Requird reading 4 all execs http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/sueswink/status/11044905411 Sue Swink

    RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" (Required reading for all executives) – http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/sueswink/status/11044905411 Sue Swink

    RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" (Required reading for all executives) – http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/heatherhealy/status/11045329118 Heather Healy

    RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" Required reading for all executives – http://bit.ly/dc3bsv

  • http://twitter.com/ltwhite/status/11046753285 Leslie White

    RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" (Reqd reading ) – http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/ltwhite/status/11046753285 Leslie White

    RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" (Reqd reading ) – http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/kikilitalien/status/11046781623 KiKi L’Italien

    RT @ltwhite: RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" (Reqd reading ) – http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/kikilitalien/status/11046781623 KiKi L’Italien

    RT @ltwhite: RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" (Reqd reading ) – http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/eicdocket/status/11047382785 Kim Howard

    RT @ltwhite: RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media"http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/leonidasmejia/status/11056748610 Leonidas Mejia

    RT @thebrandbuilder: "Letters to the C-suite: Getting Serious about Social Media" http://bit.ly/dc3bsv via @jaybaer

  • http://twitter.com/pens2pixels/status/11386900067 Paige Mutschink

    Getting Serious About Social Media http://bit.ly/a9s9WA /cc @feedly

  • http://twitter.com/socialppk/status/11481220827 socialPPK

    "I realize everyone is telling you social media is a unicorn, but maybe it’s just a horse?" (via @jaybaer ) So right! http://bit.ly/dc3bsv

  • http://twitter.com/jgruchacz/status/11481220824 Joe Gruchacz

    "I realize everyone is telling you social media is a unicorn, but maybe it’s just a horse?" (via @jaybaer ) So right! http://bit.ly/dc3bsv

  • http://twitter.com/socialppk/status/11481220827 socialPPK

    "I realize everyone is telling you social media is a unicorn, but maybe it’s just a horse?" (via @jaybaer ) So right! http://bit.ly/dc3bsv

  • http://twitter.com/debdrive/status/11591994612 Debi Davis

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/lindsayhodge/status/11592144545 Lindsay Hodges

    RT @DebDrive: RT @jaybaer: Getting Serious About Social Media http://bit.ly/9pY5K3

  • http://twitter.com/biz_global/status/12062849173 Kelvin Wong

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consult… http://bit.ly/d45rJt (via http://bit.ly/c6UaYU

  • http://twitter.com/socialmedialoof/status/12062969211 Audrey Yim

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consult… http://bit.ly/d45rJt (via http://bit.ly/cXsisn

  • http://twitter.com/fbsocialmedia/status/12063094669 Okki Poernomo

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consult… http://bit.ly/d45rJt (via http://bit.ly/bwzaEK

  • http://twitter.com/bernard_yoo/status/12063251129 Bernard Yoo

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consult… http://bit.ly/d45rJt (via http://bit.ly/ck5nLR

  • http://twitter.com/socialmedia2906/status/12063524959 Nasirudin Ir

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consult… http://bit.ly/d45rJt (via http://bit.ly/aVU6pQ

  • http://twitter.com/socialmedialoof/status/12064586117 Audrey Yim

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consult… http://bit.ly/d45rJt (via http://bit.ly/9N3X9x

  • http://twitter.com/social_media8/status/12064647085 thomas kong

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consult… http://bit.ly/d45rJt (via http://bit.ly/b4EIaL

  • http://twitter.com/video2010/status/12065419882 Ada Lau

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consult… http://bit.ly/d45rJt (via http://bit.ly/9TxCHb

  • http://twitter.com/socialmedia47/status/12065594154 Man Pitt

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consult… http://bit.ly/d45rJt (via http://bit.ly/9x6CvB

  • http://twitter.com/popomedia/status/12066183352 poposocialmedia

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consult… http://bit.ly/d45rJt (via http://bit.ly/chZu08

  • http://twitter.com/mediafunnel/status/12299207470 MediaFunnel

    Social media is about keeping fans, not creating them http://bit.ly/dt1NCh #socialmedia ^NG

  • http://twitter.com/jackieflaten/status/12372899284 Jackie Flaten

    RT @MediaFunnel: Social media is about keeping fans, not creating them http://bit.ly/dt1NCh #socialmedia ^NG

  • http://twitter.com/mediafunnel/status/12465677979 MediaFunnel

    Tweetups can take your social strategy to the next level http://bit.ly/dt1NCh #twitter ^NG

  • http://twitter.com/mediafunnel/status/12465677979 MediaFunnel

    Tweetups can take your social strategy to the next level http://bit.ly/dt1NCh #twitter ^NG

  • http://twitter.com/mediafunnel/status/12465677979 MediaFunnel

    Tweetups can take your social strategy to the next level http://bit.ly/dt1NCh #twitter ^NG

  • http://twitter.com/jackieflaten/status/12470257022 Jackie Flaten

    RT @mediafunnel: Tweetups can take your social strategy to the next level http://bit.ly/dt1NCh #twitter ^NG

  • http://twitter.com/jackieflaten/status/12470257022 Jackie Flaten

    RT @mediafunnel: Tweetups can take your social strategy to the next level http://bit.ly/dt1NCh #twitter ^NG

  • http://twitter.com/savvysassymoms/status/12470608315 Andrea Jean

    RT @mediafunnel: Tweetups can take your social strategy to the next level http://bit.ly/dt1NCh #twitter ^NG

  • http://twitter.com/tinahui/status/12490661449 Tina Hui

    RT @mediafunnel: Tweetups can take your social strategy to the next level http://bit.ly/dt1NCh #twitter ^NG

  • http://twitter.com/tinahui/status/12490661449 Tina Hui

    RT @mediafunnel: Tweetups can take your social strategy to the next level http://bit.ly/dt1NCh #twitter ^NG

  • http://twitter.com/reidigitalmedia/status/14061388230 rei digital media

    Getting Serious About Social Media | Integrated Marketing and Media | Social Media Consulting – Convince & Convert http://ow.ly/16PKMr

  • http://twitter.com/eliannt/status/14861645449 Eli-Ann Tømte

    Getting Serious About Social Media http://bit.ly/dwhMkz

  • http://twitter.com/convergentworld/status/19465359409 Peg Mulligan’s Blog

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/convergentworld/status/19465359409 Peg Mulligan’s Blog

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/marketingfltr/status/19465638743 Marketing Filter

    RT @jaybaer Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/marketingfltr/status/19465638743 Marketing Filter

    RT @jaybaer Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/socialmediafltr/status/19465638379 Social Media Filter

    RT @jaybaer Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/socialmediafltr/status/19465638379 Social Media Filter

    RT @jaybaer Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/baldovski/status/19466428755 Michael Baldovski

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/baldovski/status/19466428755 Michael Baldovski

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/baldovski/status/19466463326 Michael Baldovski

    Always Read Jay > RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/baldovski/status/19466463326 Michael Baldovski

    Always Read Jay > RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/cliquekaila/status/19466675689 Kaila Strong

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/cliquekaila/status/19466675689 Kaila Strong

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/josephsongroup/status/19466862293 Brady Josephson

    RT @baldovski: Always Read Jay > RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/josephsongroup/status/19466862293 Brady Josephson

    RT @baldovski: Always Read Jay > RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/ldecosse/status/19468974793 Laurent Decosse

    Getting Serious About Social Media http://bit.ly/93Ogwk (via @jaybaer)

  • http://twitter.com/ldecosse/status/19468974793 Laurent Decosse

    Getting Serious About Social Media http://bit.ly/93Ogwk (via @jaybaer)

  • http://twitter.com/jaltimore/status/19491237404 Jennifer Altimore

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/laurengispanski/status/19498012452 Lauren Gispanski

    #Social #media is about relationship building, impacting the bottom line and "being social." @jaybaer Great read: http://bit.ly/93Ogwk

  • http://twitter.com/laurengispanski/status/19498044901 Lauren Gispanski

    #Social #media is about #relationship #building, impacting the #bottom #line and "being social." @jaybaer Great read: http://bit.ly/93Ogwk

  • http://twitter.com/jcirera/status/19506392660 JESUS CIRERA

    RT @jcirera
    jaybaer Getting Serious About Social Media http://bit.ly/93Ogwk opino X

  • http://twitter.com/sweta_s_patel/status/19517962680 Sweta Patel

    Getting Serious About Social Media http://bit.ly/93Ogwk #socialmedia #smo #sm

  • http://twitter.com/cenkbaban/status/19535566919 cenkbaban

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/weblingstrategy/status/19535567288 Webling strategy

    RT @jaybaer: Getting Serious About Social Media http://bit.ly/93Ogwk

  • http://twitter.com/dstreetinc/status/19573777717 Digital Street Inc

    Getting Serious About Social Media http://ht.ly/2g9M5 (via @jaybaer) #socialmedia

  • http://twitter.com/swonderlin/status/19573779885 Stephanie Wonderlin

    Getting Serious About Social Media http://ht.ly/2g9OI (via @jaybaer) #socialmedia

  • http://twitter.com/carriejbond/status/19596300636 Carrie Bond

    RT @swonderlin: Getting Serious About Social Media http://ht.ly/2g9OI (via @jaybaer) #socialmedia

  • http://twitter.com/krismcdonald21/status/19599362936 Kristopher McDonald

    RT @dstreetinc: Getting Serious About Social Media http://ht.ly/2g9M5 (via @jaybaer) #socialmedia

  • letstalkandchat

    I just found a great company that builds websites for info products. To keep your costs low, they’ll mentor you on how to create your site, design a marketing funnel (one of the guys works in Hollywood and makes really slick videos), and the other guy programmed Myspace. If you’re looking to have professional web design for your small business and not waste any time or money then check their site out. Check them out: http://www.mikelmurphy.com/easy-info-product-site-system/