The Blog of Hayden Sutherland, an eCommerce, Online Marketing and Digital Strategy consultant based in Glasgow, Scotland.
These are my thoughts on how companies can take advantage of the modern interaction technologies and methods to improve communications, influence behaviour and retail online better.
Wednesday, August 11, 2010
Social Media - a long-term perspective
My close friend and colleague Marc Ames uses the phrase "Social Media is for life, not just for Christmas" a fair bit these days (he also says the same thing about Search Engine Optimisation, but then why not!). This phrase is a play on the old advert used to remind people about the commitment required to keep a pet. In changing the slogan to refer to Social Media I think he's making an important point that I'd like to reinforce.
Once an organisation decides to use social media, it needs to keep using it over a lengthy and sustained period. Its not like a short-term advertising campaign when the aim is the quantity of immediate customer eyeballs that see your message and click to do something, its about the quality of a relationship over time.