In 2007, Facebook CEO Mark Zuckerberg marched up to Madison Avenue and proclaimed the founding promise of social marketing. “No longer would companies simply shout at audiences,” he said. Instead, Facebook and other social networks would give brands a new way to connect with customers. “In the next hundred years, information won't be just pushed out to people, it will be shared among the millions of connections people have,” Zuckerberg said. “The next hundred years will be different for advertising, and it starts today.”
So here we are in 2016 and brands are still chasing the promise of social marketing. For the past decade, companies have hoped social media would give them a new way to connect with their customers. Today, brands pursuing that promise focus almost exclusively on big social networks like Facebook and Twitter, and prioritize customer engagement above all else.
So why aren’t brands able to realize the promise of social marketing?
Too often, their technology partners aren’t doing their jobs well enough to enable brands to realize the promise of social marketing. What do they need to do? And what should you be looking for in your social relationship tools?
Read The Social Marketing Paradox by Nate Elliott, a member of Lithium’s Board of Advisors, to learn the three key attributes social relationship tools must deliver before brands will be able to fully leverage the promise of social marketing.