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A while back I created a post called – There is no “campaign” in Social Media because when marketers use the word “campaign,” it tends to suggest an initiative to get a message out to a targeted group of constituents. It also implies there will be a beginning and, somewhere down the road, an ending.
And I still believe that is the case …
And despite a number of comments I got about that post both positive and negative – I think I stopped short of really nailing the issue which is – social media is more than a campaign it a commitment!
Its a commitment to your organization to be more open and transparent, its a commitment to your customer to listen and respond, its a commitment to your community to always be there when you need them, its a commitment to be open to developing new products and services that take input from your community, its a commitment to take the high road when issues arise (as they always do) and most of all its a commitment that tells everyone in your company that this is the way things are going to be and we are going to be part of this – good bad or indifferent.