I should have used the last blog photograph with this post as I’m banging on my drum again about the pitfalls associated with completely ignoring social media. Naturally, I’m a convert but I’d like to think from a reasoned platform.
It seems to me ages ago since my colleague and brother-in-law, Bilen, wrote his thesis whilst completing his Master’s Degree in Strategic Marketing at Manchester Metropolitan University. It was titled: “The role of online communities in internet marketing: a study of three professional football clubs in the North West of England”. Its compilation kindly assisted by the co-operation of three of my clients: Stockport County FC, Bury FC and Oldham Athletic FC. I recall this subject, as still to this date some organisations are only just awakening to the potential of its use in digital marketing strategies.
Some have said, Manchester is leading the way. “United” is a key case study in Facebook Marketing’s intelligence. “City” is on a pedestal with a selection of tactics scoring ‘early goals’ such as Flickr and Twitter.
We’ve had some great R.O.I (return on investment, not to be confused with Republic of Ireland) from social media. I hope some of you are following me on Twitter and YouTube? Or maybe Check In at my office on FourSquare (specials available!). However you look at it, this social approach has merits and has to be considered. There is no prescriptive solution but much best practice around. Furthermore, when expanding into the use of ‘social communities’ I buy in here also. I think it was David Jones that wasn’t in favour of online fans forums – but you cannot be a serious marketer if you don’t embrace this methodology and communication channel. It’s valuable in research, PR, polling perceptions and publicity. Expect more from me on this subject at a later date.