Brilliantly obvious, obviously brilliant or just very clever

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The very clever Lauren Fisher of Simply Zesty has written a post warning that "Social media is not your marketing strategy".

So what says you? Thats obvious. Course it is. Everything smart is obvious when pointed out. Trouble is people often don't stop to think about the obvious. And what's obvious to one isn't necessarily obvious to all.  The comment that at a social media conference "...and there were quite a few who had never heard of Google analytics, alerts or adwords" reinforces this. A bit like a fish not recognising that its swimming in water, sometimes the obvious isn't and needs pointing out.

The most important bit of the whole post is close to the end

To successfully become a consumer-centric agency you need to move away from ‘campaign’ thinking. This is a hard step to take, it is essentially what marketing has always been built on. But there is no point thinking in terms of campaign timings, when what you’re hopefully creating is a loyal community online. That community is not there to receive your your campaign messages when you’re ready to throw them. You have to keep the conversation going and, most importantly, be responsive to what’s happening.

The money quote bears repeating
That community is not there to receive your your campaign messages when you’re ready to throw them.
Kinda a summary of the Cluetrain  now 10 years old and the nature of conversations.  Bears repeating. And will need repeating.

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