On the whole I agree with Tom??????s conclusions, the simple truth is; direct sales tactics do not work in social media. However, I don??????t believe corporates should not engage via social media at all, they simply need to understand the medium, adjust their approach and get involved where they can be useful. They have to understand the rules have changed; social media isn??????t a broadcast medium nor is it a sales channel.
Fundamentally, this is a difficult issue for many corporates to grasp. Sure, the theory of listening, understanding, developing a conversation and engaging usefully sounds good, but the next question is usually; ??????When do we get to the part where I make money???????
There-in lies the problem. The part about listening, understanding your community and developing conversation is the key, and those that walk-the-walk, quickly discover the many new opportunities that social media offers if done right. After all what price would you place on real engagement and feedback from your customers, understanding their real needs and opening a constant flow of feedback - isn??????t that valuable? Doesn??????t that lead to reputation development, and yes eventually the coveted sale?
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