Social Media: A Changing Landscape

When people talk about new marketing strategies lately, the conversation almost always includes discussions about social media tools, such as Facebook and Twitter.

Cherilyn Stringer, partner in New York-based Global Village Marketing, will speak at the MeetingTechOnline Summit, March 25-26 at Gaylord Natl. Resort & Convention Center in National Harbor, Md., about being prepared for the changing marketing landscape.

Stringer spoke with TSW Senior Assistant Editor Stephanie Corbin about the preparation, challenges and benefits of using social media.

Question: What should people do to prepare for using social media?

Answer: The main point about being prepared is just knowing what you’re trying to achieve. ... Establish what your objectives are. ... The clearer you are in that, the better tools you’re going to know that you want to use, as well as need to use. Another thing is understanding your customers and how they consume information. ... There are so many tools out there that, a lot of time, you need to prioritize, and you need to know your limits. And, what I mean by that is know what you can handle and prepare for them.

Q: What social media tools should companies use?

A: It’s not a matter of not being able to use them all. If you can use them all, go for it. For instance, people Facebook, people use blogs, people use Twitter, they use all those things that are available to you. I’m just saying, from a perspective of if you don’t have some of the resources to be able to keep those things up and meet the expectations of your consumer, then I wouldn’t necessarily recommend that you use them. Whatever tool you decide to use, there is something out there. For instance, for communications, you’ve got different avenues. You can use blogs or Internet forums; it just depends on what you’re trying to do.

Q: What are the challenges in utilizing social media?

A: I think the challenges that people face are they’re not sure what tools to use … (and) what our customers are using … and I think (another) thing that companies struggle with is understanding that marketing and communications – it’s not about your product; it’s not about selling. It’s about developing that relationship and allowing your customers to see and understand … who you are and educating them.

People want information. … I think what companies struggle with, and where a lot of companies do things different, is they may start a Facebook page, but then they just put up nothing but propaganda. … Just a lot of companies are struggling with 'How do I do that transparency?’ And the second thing a lot of companies may be struggling with is the policy side. So, how much control can I have from an internal perspective … to be able to make sure people follow certain rules and regulations that are put in place. It’s that age-old legal versus marketing versus business (argument).

Q: What are the benefits?

A: I think one of the greatest things about it is building that relationship between buyers and sellers in a way that’s not obtrusive or obnoxious to them. … From a company’s perspective, it allows you to build those relationships. Think about marketing. Word-of-mouth is really where you get customers. … So, this is just a different way to build those relationships versus … only doing face-to-face. It’s a complement to, not a replacement for (it).