Social Media: Frenzied Fad or Future Trend?
In our latest issue of the The Marketing Xfactor newsletter we discussed whether social media has a place in the loyalty mix, so I asked readers “Do you think social media is a flash in the pan, or will it grow as a sustainable and successful platform?”
One of our readers got right back to me with insight that gets to the heart of why so many companies are frantically trying to find creative ways to capitalize on the opportunities social media presents.
“I believe that social media will spawn all kinds of new communications pathways for many audience segments...not just the early adapters or younger audiences,” reader Ben Polk told me. “Look at what Xbox has already accomplished in less than three months. Over 7 million users of its gaming and other applications over the Xbox channel.
“Social media is here to stay and will, in my opinion, become the dominant application for a long, long time," he added. "People can't get enough of people doing what people do and what they can do in social media is almost limitless.”
I agree that social media has vast potential. I also think that as with all new strategies and technologies there will be a period of adjustment and hype followed by a future where it is appropriately well-integrated into companies’ customer strategies.
What do you think about social media's potential as part of an organization's customer strategy?
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