Social media has revolutionized the world. It has changed the way people communicate with each other, get their news, organize groups, and spend their time. But according to Jamie Gilpin (LinkedIn| Twitter), CMO of Sprout Social, too many marketers are treating this revolutionary innovation like it's nothing more than another advertising channel. On this episode of Marketing Trends, Jamie explains why more marketers need to make social a core part of their marketing strategy, and how doing so can lead to greater insights, better customer connection, and faster growth.
“I think social media is, in many ways, our chance as marketers to be that clear mirror for the organization to provide customer insights that most departments don't have.”
5 Key Takeaways:
- Social media was invented as a way to communicate, and it should be used as such. It should be used both for mass communication and for one-on-one communication.
- Social is a great resource for discovering insights about your customers and your market.
- Brands should carefully analyze the way they communicate on social and the type of messaging they send, just like they would on email, live chat, or any other channel.
- B2B marketers should also take advantage of social. Social media is a place where consumers come not only to be entertained, but also to be educated, and educational content works well in a B2B context.
- As social becomes a core part of not only marketing strategy, but a brand's strategy as a whole, the company gets closer to the consumer, creates better products, and finds more success.
Jamie Gilpin is the Chief Marketing Officer at Sprout Social. Previously, Jamie was Chief Marketing Officer at Envoy, and before that was the VP of Marketing and Branding at CareerBuilder.
Quotes from Jamie:
- “Social is a communication method that we use person-to-person. It’s no different than our expectation for how we communicate with brands, whether we chat or pick up the phone or email or DM or post."
- "Social really enables one-to-one conversation at scale."
- "I think social media is, in many ways, our chance as marketers to be that clear mirror for the organization to provide customer insights that most departments don't have."
- “We see brands and companies really struggle with social when they're not being authentic. Especially when they're trying to entertain, but they don't have that type of brand. They sort of lose credibility.”
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