Mindset change critical to ensure social success -
But, some still buck this trend, said Ebenezer Heng, a spokesperson for social media marketing agency, Kumeiti.
He told ZDNet Asia that it is a "fallacy" when businesses choose to ignore social media totally to avoid problems and challenges that may arise from adopting such platforms, such as security and negative branding.
Noting the growing influence of social networks, Heng said: "Consumers always talk about their experiences with businesses they patronize. Everyone is a publisher in the social media world, from blogs to forums. Content now drives awareness, not advertising."
To best tap the power of social media platforms, he said business should adopt "the right mindset and technique", and not simply the medium itself. "Social media means allowing the company to become human, to react to its consumers, to reach out, ask them [questions] and then actually listen to the answers," he added.
Carlyn Law, consultant and director of PR agency Sixth Sense Communications, said businesses should not blindly use "a blanket strategy" but look instead at carving out a mix of online tools and content that suits their concepts and brand values.
As GetIT Comms' Nair described: "It's about being social. So get your feet wet and start interacting."
You have to change your beliefs before you can change your mind :)
Jay Deragon
