Reinventing Advertising for Social Media: It’s Not About You

This post first appeared on the Social Media Week global blog and is a companion for our talk at Social Media Week London happening today.
Social Media WeekSocial Media Week is here and we’re thrilled to be joining the conversation in London. For those of you just tuning in, the week-long conference provides the ideas, trends, insights and inspiration to help people and businesses understand how to achieve more in a hyper-connected world. We’re honored to have our very own Roy Jacques join powerhouses Tariq Slim (Twitter) and Selena Harrington (Microsoft Mobile) in three short presentations followed by a Q&A discussion that will explore the best ways for brands to embrace Social Advertising in their everyday activities.

Social media is forcing reinvention of every marketing decision – new goals, new messages, new channels, new metrics, new timelines, new analytics. Marketers have to embrace experimentation, creating learning environments that support quick execution, rigorous analysis and continuous improvements of results.

As social continues to proliferate every aspect of our existence, advertisers are among the most eager to take advantage of the opportunity to reach their target audiences. It’s not as simple as creating a Twitter account and blasting brand jingles, however. Roy’s presentation, “Reinventing Advertising for Social Media: It’s Not About You,” will discuss how advertising for social media is a two-way conversation between brand and consumer.

The good news is that today there are thousands of opportunities for customer connection, and a wealth of real-time, accessible information. Twitter alone sees over 500 million tweets per day, and an “always on, always listening” approach presents advertisers with spur-of-the-moment connections with customers that not only build brand reputation, but foster a community of brand champions who will take a brand’s message even further.

The challenge that accompanies these opportunities is that many are overwhelmed with data. Advertisers are drowning in it and are relying on archaic models of decision-making in this new age. The result: untargeted messages sail over the heads of target audiences and countless opportunities are missed (or worse, the wrong messages go to the wrong audiences and get categorized as noise). What’s a brand to do?

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