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I see no benefit at all in most companies promoting the launch of a new Brands<\/a>, or a marketing program <\/span><\/p>\n rich in a mix of content, whose sole purpose is to collect some information.<\/span><\/p>\n And once you, as a user, have finished downloading the app\u2014even before you use it, post through it, or answer questions about it\u2014and as soon as <\/span><\/p>\n Companies celebrate simply because they\u2019ve taken the first steps toward activating it\u2014just by launching their new app.<\/span><\/p>\n To learn more about this, I spoke with my friend Jay Baer, author of *Youtility*, published in 2013 and a *New York Times* bestseller. He was one of <\/span><\/p>\n the best-selling authors. I wanted to better understand how companies can use content and social media together to succeed, so I asked him to summarize his book. Here\u2019s what he said:<\/span><\/p>\n \u0647\u0630\u0647 \u0625\u062c\u0627\u0628\u062a\u0647:<\/span><\/p>\n \n*Youtility* explores a marketing approach focused on providing customers with useful, valuable information. It explains how services can work together to create satisfying content <\/span><\/p>\n from customers, if they are asked to pay for it; that is often an inexpensive proposition compared with comprehensive marketing programs, since they are efforts <\/span><\/p>\n relatively simple, and therefore receive no dedicated promotional support, even at launch.<\/span><\/p>\n .<\/p>\n \n \nPromoting your products through social media is one of the most popular marketing strategies today. But it can be frustrating when brands have nothing <\/span><\/p>\n to do but talk endlessly on social media without adding anything of value beyond \u201cYou should give us more of your money.\u201d That sets a bad example for <\/span><\/p>\n Using Social Media<\/a>.<\/span><\/p>\n So, we might ask: What kinds of things are naturally interesting and useful at the same time? Most likely, they\u2019d make for an effective marketing message. For <\/span><\/p>\n example, Columbia Sportswear sells a wide range of outdoor gear and also has a mobile app called \u201cWhat the <\/span><\/p>\n \u201cA must-do outdoors,\u201d it shows you simple life skills, such as how to tie a tie, and more.<\/span><\/p>\n Remember that companies of all sizes, types, and descriptions compete for the smallest spaces to capture the attention of people we may know\u2014and you could be one of them, <\/span><\/p>\n But you can step away from this cycle if you don\u2019t care about it or find it useful.<\/span><\/p>\n .<\/p>\n \nIf you notice that your product promotions are often being reported on social media, you\u2019re probably on the right track. Content is like fire, <\/span><\/p>\n and social media is like gasoline. For example, last summer the interactive marketing software company Exact Target posted on Twitter\u2014 <\/span><\/p>\n a series of tweets. In the first, it mentioned that it was taking its time releasing its new software, as interest in it had waned; people looking for its releases were usually <\/span><\/p>\n German, Portuguese, or Brazilian; they therefore represent a very small, low-value segment of its Twitter brand followers.<\/span><\/p>\n In its next tweet, the company corrected this completely. The message it posted during the London Olympics included a link that, when clicked, took <\/span><\/p>\n users to a very interesting chart showing which Olympic sports generated the most tweets about the company, which had the most Twitter followers, and many other <\/span><\/p>\n statistics. This raises the question: Does the chart explicitly provide information about Exact Target\u2019s products and services? Of course not. <\/span><\/p>\n It\u2019s being used at this particular moment to generate interest in one of the company\u2019s products: software that lets businesses monitor and engage on Twitter.<\/span><\/p>\n .<\/p>\nShopping at your store<\/strong><\/span><\/h2>\n
Content and Social Media<\/strong><\/span><\/h2>\n
Don\u2019t Ignore Your Employees<\/strong><\/span><\/h2>\n