Every start-up today wants to know how to use social media as part of its marketing strategy. But what most miss is that web based social media is not just another channel which seems relatively inexpensive. This misunderstanding leads them to use the same strategies that have been used in other channels and apply it on social media channels. There is a need to understand many more things about how people interact on social media, what kind of conversations go on there, why people connect on such media and what role these conversations can play in enabling our product / service.
Since it is an emerging area there is need for more research and experiments in this space. But as with any experiment it requires courage from the entrepreneur to try out different approaches knowing fully well that failure is an inherent part of any experiment. In this light the below referred article provides a different view to looking at social media marketing strategies.
Moving from digital media strategies to social media strategies on social media platforms is the crux of the message that Professor Misiek Piskorski seems to highlight in his new book titled “A Social Strategy: How we profit from social media”. Here is a short peek into what the research was about and what readers can expect from the book. http://hbswk.hbs.edu/item/7545.html
Think about it!