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22/11/2008 by
8748 views

Social Media Mistakes Of Five Big Marketers

Nothing aggravates Joseph Jaffe more than marketers who employ fakery, manipulation and heavy-handed lawyers in their social media interactions with consumers.

Jaffe lambasts Sprint, Sony, T-Mobile, Target and Starbucks in this video, presented at the Association of National Advertisers’ Integrated Marketing Conference.

Jaffe is author of the books Life After the 30-Second Spot and Join the Conversation. He also runs JaffeJuice blog that is number 26 on Ad Age’s Power 150 ranking of the top media and marketing blogs.

Joseph you reveal a painful truth in your presentation. Marketers should really understand that authenticity and ethics are needed to be part of social media and that “bribing” social influentials is definitely not the way to create loyal customers.

So my advice to marketers is: think short term but also long term. Consumer Contact Improvement (now CCI and formerly known as CRM) is not only firing promotions at digital consumers during your product launches. You also need to understand that brand equity and digital brand programming demand having an architecture and long term strategy too.

Building long term mutual beneficial relationships with consumers need: listening, brand interactions and dialogs as well. It’s like real life: no relationship holds when one partner only shouts and never listens.

Tipped by: Mindshare