Is it necessary for a company to be “everywhere” on the Web? By that, I mean a blog, a podcast, MySpace, Facebook, YouTube, Flickr, FriendFeed, Twitter… and so on.
The answer of course, is…
It depends.
On his Internet Marketing Blog, David Erickson gives a great overview of how Flying Dog beer is extending its Web presence, and it got me thinking. (Great name for a beer, by the way. Flying Dog. Cool!)
The marketing/PR lesson here demonstrates the need for a coordinated strategy when going to the Web, and realizing that every piece of the social media puzzle contributes something to your overall goal. Small, or big.
Every piece must be managed differently. And success of each channel is measured differently as well. Like anything else, you can’t apply the same timetables to reaching succees.
A blog or podcast takes legwork to build momentum, readership and influence.
YouTube can reveal an instant viral hit.
The key thing, as David Erickson points out, is in maintaining a consistent voice for the company in each channel. For example, could a conservative, risk-averse department store pull off a trendy MySpace campaign? Maybe not. But it might still be worth a shot.
The challenge, and the fun, is in the effort.
July 18, 2008 at 4:22 pm |
Hey, Kevin:
Thanks for the shout out. What I really love about Flying Dog’s presence is the way they are targeting very specific demographics while each part fits within a coordinated whole.