David Berkowitz from 360i just posted a great article on MediaPost about the importance of looking at social media programs as more than just a campaign–or as he aptly calls it, “the deadly c-word.” His last two sentences are what really resonate:
“If you’re a marketer, you may only be able to sign short-term contracts and plan for just a year or so ahead. Regardless of what you’re doing on paper, you have to have the mindset that your strategy is paving the way for a perpetual commitment, even if the tactics continually change.”
Every plan we write for clients is created with the intention of setting the foundation for a long term program, something that clients can sustain well into whatever iteration of Web x.0 we may be. Social Media is not about throwing tools at a problem (read: Twitter is not modern day fish oil), it’s about identifying goals and clearly defining what success is, and then creating a program that best reaches them.
“No matter how or where consumers search, people will continue to do so, even if it ebbs some years and surges others. Similarly, while some aspects of social media reek of fads, the act of digitally sharing content has been going on at least since the days of the bulletin board services of the 1980s, and the activity isn’t going to fade away.”