June 9, 2011

A blueprint of how to succeed in social media

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Conversation trumps content: It’s the human spark of knowledge and caring that carries true value

Christopher RollysonAs adoption of social technologies spreads into even the most risk-averse industries and companies, executives have questions about where social media could take them and where the different kinds of social media consultants can guide them.

Depending on how one defines social media, it is a multimillion-dollar consulting and services industry. Most of the players have a marketing approach in which they help their clients to create content and interact with people in major platforms such as Facebook, Twitter, YouTube, LinkedIn, MySpace, blogs and specialized social networks. Most firms focus on consumer-facing (“B2C”) scenarios because the market for business-to-business use of social technologies significantly lags consumer uses.

The three main types of social media services providers are:

  • Pure play social media consultancies have been created specifically to address this market.
  • Legacy advertising and marketing firms have mobilized social media practices. Most of these are focused on content creation, their traditional domain.
  • Technology vendors are two types: pure play tech startups and legacy enterprise vendors that are bolting on social features to their suites.

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