Todd Defren: Here’s our philosophy for simplified social media marketing

Need help handling social media? The principal at SHIFT Communications explains how his firm approaches the topic.

The authors of the Cluetrain Manifesto, which arguably sets the stage for this revolution in communications and community, would probably not be pleased to see myriad newsletters and seminars advising marketers about how to “tap into the power of social media to accelerate your revenues!”

Yet we are still so early on this ride, aren’t we? We must be. Because we are still getting very simple questions from sophisticated marketers asking, “How do we do this? Will this work? Is this feasible? Cost-effective? Measurable?”

When these execs are provided with overly complicated answers, they begin to ask follow-on questions like: “Can you get us in The Wall Street Journal? The New York Times? USA Today? ‘The Today Show’?”

Their circuits overloaded, they default to mainstream media results as being more of a must-have than “fundamentally rethinking our relationships with consumers.”

With that backdrop in mind, I threw together this graphic. It’s a highly simplified version of our philosophy at SHIFT Communications. Here are the steps, in laymen’s terms:

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