At the Search Engine Strategies Conference in Chicago (Oct. 2010), Dr. Ralph Wilson interviews social media expert, Lee Odden. In this video, they talk about how business-to-business firms are beginning to make use of social media along with “traditional” content in their overall marketing strategy.
Odden points out how there’s been a reversal of sorts in the approach that some companies are using to integrate social media with their traditional content. Whereas, a business might normally create informational and marketing material first — white papers, case studies, trade show material, magazines, etc.– and then use Facebook and Twitter to supplement and capture feedback, he mentions a couple of examples of firms (Marketo and PRWeb) that committed to first creating content specifically around certain customer needs, using a blog and online social media monitoring tools, then built their more “traditional” content around what they learned from their customers’ Facebook/Twitter/blogging interactions, even using a “community manager” to help them craft their newly determined content.
Dr. Wilson is a widely recognized authority on Internet marketing. He is principal at Wilson Internet Services and editor-in-chief of the popular Web Marketing Today website.