Branding 2.0 – A conversation with social media expert Paul Gillin
I just finished listening in on a webinar with Paul Gillin, author of the book “The New Influencers.” I have to give credit to any one who has the mental tenacity to tackle the multi-headed hydra of new media. In one compact hour presentation, Paul took listeners on a whirlwind tour of how social media can both make and break your company/brand/products. This is one of those emerging areas that deserves a lot of attention. Future brands will continue to be built or toppled depending on how they respond to the shift in power from top down messaging to more open, engaged customer centric conversations.
Paul highlighted in his slide show presentation where one frustrated AOL user blogged about his poor customer service experience, and went from virtual obscurity to the national spotlight in a matter of days — even being interviewed on network news and other mainstream media. Paul also shared how to use social media to your advantage, leveraging consumer feedback as a means of inexpensive, “outsourced” R&D and/or focus groups for your products and services.
Another helpful tip was how you could use Google Alerts and other services to track what customers are saying and commenting about your company. So here’s the test… let’s see if Paul finds this blog comment and comments on it! Would that qualify as “link bait?”
“The New Influencers” are very likely shaping the values and opinions about your present business, and will continue to do so even more in the future. Look to take advantage of these marketing tools, resources and opportunities as they continue to solidify and strengthen.
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