New eBook Challenges the Prevailing 'Best Practices' in Social Media Marketing

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Community as a Resource, the new eBook by John Schroeter (published by Conenza, Inc.), proposes a novel approach to social media marketing that demonstrates how and why a brand’s community of connected constituents represents its greatest marketing asset. In the process, the book exposes many so-called “best practices” in social media that actually lead to Pyrrhic marketing victories rather than a real and sustainable return on investment.

A company’s website—which is often its biggest marketing budget item—should be the kingpin in its social media strategy. Instead, it’s been relegated to shunting visitors away to other social media sites like Facebook or Twitter.

Community as a Resource, the new eBook by John Schroeter (published by Conenza, Inc.), proposes a novel approach to social media marketing that demonstrates how and why a brand’s community of connected constituents represents its greatest marketing asset. In the process, the book exposes many so-called “best practices” in social media that actually lead to Pyrrhic marketing victories rather than a real and sustainable return on investment.

Schroeter explains, “Many ‘best practices’ in social media marketing are upside down. For starters, there is often a disconnect between current social media practices and revenue objectives, with corporate social marketers looking too frequently at the wrong metrics. Moreover, a company’s website—which is often its biggest marketing budget item—should be the kingpin in its social media strategy. Instead, it’s been relegated to shunting visitors away to other social media sites like Facebook or Twitter.”

Consequently, many companies have developed a blind spot in their social media marketing. For example, most interactive marketers consider their website the best option for engagement with their constituents; however, the majority of company websites aren’t geared for engagement at all. This is important because social media ROI is realized only when a company attracts and builds a community of advocates around their brand and captures the invaluable data that is associated with that community. The resulting value is amplified when companies are able to make strategic sense of all that data, cast it in the context of their ongoing business pursuits, and profitably exploit it to drive sales. When a company learns how to converge its website and social media strategies into a coherent “community as a resource” initiative, it can actually be a game-changer in many markets.

For a limited time, Community as a Resource is available as a free download at http://www.conenza.com/ebook. It is also available in a special print edition.

About John Schroeter
Author John Schroeter is a recognized authority on social media marketing. His twenty-five years in technology, marketing, and publishing spans semiconductor and RFID communications to consumer magazines and advanced automotive technologies. Widely published in many spaces, he has authored a diversity of books spanning Surviving the ASIC Experience (on the design of custom integrated circuits) to Between the Strings—the Secret Lives of Guitars (with introduction by BB King).

About Conenza
Conenza delivers unique and flexible social business solutions for marketing communications, business development, and talent acquisition. Conenza enables companies to foster “community as a resource” via its private, secure, brandable SaaS-delivered platform. The platform’s engagement features, combined with a range of professional services, provide the key to engaging, retaining, and empowering constituents in meaningful ways. The Conenza platform can additionally restore market relevance to an existing company website, a tool diminished in recent years by the ascendance of open social media sites. Conenza has been involved with social business since 1995 (with the creation of the Microsoft Alumni Network)—long before the emergence of social networks—making its depth of expertise unmatched.

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Rebecca McAfee, Media Relations
Conenza
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