Social media demands interaction, relevant content

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New York—Social media requires building a context for interaction and providing valuable, relevant content for customers, and its application has to be an ongoing process, according to panelists who spoke Thursday at BtoB’s NetMarketing Breakfast.

Pauline Ores, senior marketing manager-social engagement, global general business marketing at IBM Corp., said many companies are sitting on valuable data and content that would be useful to clients, and they need to find ways to provide that information. She emphasized the need for an internal collaborative environment mirroring external community so the company can respond to external inquiries.

Ores said search and social media go hand in hand, and that by interacting with its community of customers, social media informs IBM’s search strategy. By “listening to social media” to learn what people are talking about, IBM is able to buy relevant keywords against those conversations.

Paul Dunay, global director of integrated marketing at BearingPoint, said he actively reuses and retargets existing content in ways that make sense to provide value to customers.

Dunay said there is no “campaign” in social media: “It’s a state of being your company has to take on, and marketing has to lead the charge for that. You can’t be social this week and decide to be antisocial next week. It’s an ongoing process."

—Carol Krol

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