Applying social media to the business world

Posted: April 1, 2010 in customers/buyers, marketing
Tags: , , , ,

No doubt about it, social media in the commercial sense is here to stay, and we really haven’t seen anything yet.  Its inclusion in business school curricula is yet another validation.  The thing is, social media as a marketing tool is just that.  A tool.  A tool you use to perform a specific function.  Never confuse the builder’s tools used to build a house with the builder’s plans that instruct the crew how to build it (read: how to use the tools).  And never mistake the social media you use to reach out to prospective customers with the homework still required to understand what matters most to them.   This is the same as it’s always been.  Robbie Forkish, serial entrepreneur in telecommunications and networking, reminded me today of something Peter Drucker once said: The purpose of a business is to create a customer.

Your engineering and marketing begin with a customer, not a product.

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