To me, a campaign implies a start and a finish. In the old days, a campaign had a launch date and an end date. That was great – budgets could only go so far. But to speak of what is possible, or rather what should be more pressing for a brand today, by bracketing this activity as a ‘campaign’ surely misses the point.
The media is here to stay, we all agree about that. But remember, businesses don’t control the message anymore and so to imply that an activity can end once embarked upon is slightly confusing?
Once you dive in, you’re in to stay. The winners recognise this. They are resourcing up for this and have changed their organisations to account for it. You can’t dip in and out.
Amazingly, results from the Alterian Engaging Times Summit in Chicago last week show that ‘Less than one percent cited that the most important objective was to offer customer service.’
Let’s hope their customers don’t mind! Clearly the allure of what’s possible in this space is drawing marketers to expensive productions like moths to a flame. Maybe they are just paying lip service to saying they are prepared to engage?
But as was said at the Summit “Don’t bother wasting money on social media until your organization can competently handle a customer phone call or email.”
Customer care comes first and last. Never take your eye off it.