There is a cool notion about "the future is here, just not evenly distributed" that I've become fond of saying and that applies so well to understanding and adoption of social media programs by organizations. And by extension, the tools and techniques marketers are using to manage those programs. BTW if anyone knows the originator of that phrase, please let me know so I can attribute it.
This week's WOMMA conference included a lot of conversations that seemed to reinforce this notion, with a bunch of smart people distributed across a wide spectrum of experience. The common ground was a willingness to share learnings and a hunger by others to absorb them.
There is an enormous amount of creativity and experimentation going on in what is essentially uncharted territory, and it is very exciting to be present and participating at the moment of creation. And yet...while there have to be new ways of marketing and communicating in a dramatically changed media and social environment...some things don't change. The best marketers, in any venue, start by being good listeners. They gather information and apply knowledge and domain expertise before they act. And their actions are tailored to the information and other needs of their customers or clients.
Often, they've just lacked data, especially about the social media landscape.
There is no substitute for good judgment. Good judgment based on good data is hard to beat.
We've taken baby steps in building a knowledge center on the buzzlogic.com site, and hope in the coming months to showcase learnings and success stories and even emerging best practices, examples of good judgment enhanced by good data.