A Twitter post caught my eye yesterday from Jeremiah Owyang- Web Strategy Guru - announcing his Forrester webcast and seeking input to the topic: Your Social Network Strategy: Join or Build?It has been my experience with clients that the brand typically lack the budget, resources and content to sustain a unique, brand specific destination/social community. These three critical elements are the factors that have been the demise of the best marketing intentions on behalf of the brand. Like the three-legged stool metaphor goes - you need all of the legs to be stable otherwise the stool will fall. Depending on the genesis of the concept - so skews the budget. It is a fight for dollars to go to technology or branding all to get to the launch. This has been true since the early days of web development through interactive marketing and now amplified by social networks. With this attention to the launch, budget is rarely considered for the management of the community growth or continuing the contribution of content in context. How may virtual ghost towns abandoned, sites and blogs exist? At best, it seems that the content companies - traditional media - are those best suited for entry into the social nets to offer context to the conversations. However, I think it is the rare bird that can offer the staff and budget to support it. Thus, it is the safe play to focus on distribution and connections via joining the community in unique and tactical ways that may lead to the brand education and discovery of how to converse, engage and invest for the long run of what we now call social media marketing but is emerging to be the foundation of future marketing 101.PS - thanks for the invite @jowyang
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Tags: socialmedia marketing, “social network strategy
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