It’s about integrating Social Media with long-term business objectives and marketing strategies. The Social Media phenomenon is a major shift in how companies think strategically. In this new age, effective marketing begins when the message moves away from being just an exchange of capabilities, contracts, and costs, and becomes a dialogue about ideas, beliefs, and perspectives.  Only then can it build the chemistry, confidence, and commitment that lead to sales.
Companies will need these strong connections social media can provide more than ever. In a time when brand loyalty is diminishing rapidly companies can tap their most loyal, and more often than not most vocal customers. Loyal and vocal customers will provide insights to anticipate new trends, ignite sales, create word-of-mouth, and generally are the ones that generate internet chatter. Social media is proving its ROI in these areas.   Â
While having a Facebook,  MySpace page, or Blog may be critical to your business, it’s important to remember that these are just tactics. Your Social Media should be part of a broader marketing strategy.
 
The recent massive recall at Toyota, aside from breathing new life into a moribund General Motors, raises an interesting question for public relations folks. If your management makes a conscious decision to take more risks in manufacturing, is it also obligated to communicate this strategy’s potential impact to stakeholders, particularly customers and investors?
