I think it was in a LinkedIn Group discussion where I read the statement boldly put: Social media is not a campaign.
I wonder if this is the aspect of online marketing that is most difficult to grasp. Social media is not a campaign. It’s a way of life.
We always used to do campaigns to advertise. But with the internet, instead of campaigns, we maintain consistent online rapport with an endless string of connections. We keep up a social calendar and strive to establish a trustworthy image. Our authentic daily activities and caring conversations serve to keep our brand on the radar. We can no longer depend on the cleverness of sporadic ad campaigns.
If the traditional campaign is a show, an extravaganza, a revival, the internet offers instead a way of life, an everyday routine, a constant connection to your market.
The implications are manifold. We must think of our involvement in social media as a relationship for which we are responsible, as if social media was another member of our family.
Though internet ties are created virtually, they are still ties between real people, and your commitments online truly mean just as much as your in-person promises.