Real-Time Marketing:  The final Chapter

For starters, I’d like to say I really enjoyed this book, and therefore recommend it to anyone else studying social media.  It most definitely contains a variety of relevant information concerning how businesses and news companies can utilize social media to better connect with audiences. 

The last chapter of this book focuses less on the actual techniques of social media, but more of how to implement a real-time plan.  Anyone can say that they will adopt a real-time strategy toward with social media approach, but few actually know how to do it effectively.  The author, David Meerman Scott, compares it to adopting a new exercise routine.  You simply have to do it.  You have to become focused on the challenge and then you can implement any changes needed. 

People often don’t know where to start because the realm of social media is very different from typical marketing and communication techniques.  This is why Scott says, “we need to unlearn what we’ve learned in the last half century about communication.”  Clearly, reaching people in an effective manner has changed drastically from the 1950s.  Now, via social media and the Internet, people have been given the possibility to respond to marketing and businesses.  Their opinions are now being heard along with marketing messages, which is a predominant difference between the kinds of communication over the last half century compared to now.  In essence, it used to be one-way communication compared to the kind of two-way communication seen now which is ever present through multiple channels of medium. 

This year vs. years past

I’ve talked in some of my past blog posts about some of the changes that I’ve experienced this year opposed to my freshman and sophomore year, things such as having my own apartment, learning to cook (still an ongoing project, but I’m much improved) and taking different classes.  However, I must say the biggest difference between this year and years past is that it’s much more enjoyable thus far.

This is not to say that the prior two years were not enjoyable or anything of the like, it’s just this year seems different.  I felt like during my freshman year, especially the first semester, it was an acclamation process to both the difference between high school and college social life and athletic life if one played a sport.  Sophomore year was more of an adjustment academically (for me at least) because that’s when I switched my major to what it is currently, as well as added a minor.  So I had challenges to overcome both years while playing soccer at the same time.  Perhaps having some inconsistencies throughout the first two years is partially why this year feels better already.

I’m sure a lot of people go through things like this.  However, once people get settled in and are able to explore some of their other interests, like I’ve been able to do, I think college is all the more enjoyable. 

A Response to Ebola

Recently, Kaci Hickox, a nurse from New Jersey, returned to the United States after treating those diagnosed with the Ebola virus.  This sounds like a noble thing to do, especially after the virus has started devastating West Africa with very deadly results.  However, her actions are not what are becoming newsworthy; it’s how she’s being limited. 

Upon her return, Hickox was immediately quarantined in a hospital without any human contact.  This started three days ago, and within that span, she has claimed that she hasn’t been treated with passion and humanity.  She’s lashed out at New jersey governor Chris Christie and has gone as far as saying her quarantine is a human rights violation on his behalf, as it was his decision directly to quarantine her.

The big question with this is deciding whether Christie’s actions are appropriate.  The prospect of the Ebola virus spreading in the United States, especially in a more populous region of the country like New England, is indeed scary and something hat absolutely must be prevented considering how easily the virus is transferred from person to person.  It really depends on one’s opinion on whether you agree with Christie and whether Hickox’s temporary freedom or the safety of others takes precedence.

Hickox has argued that considering the fact she hasn’t exhibited any of Ebola’s symptoms and since Governor Christie is not a public health professional that he has no right and no professional knowledge to justify her being put in isolation.  And since actual health professionals agree with her, Christie looks more in the wrong.  The White House has since agreed with Hickox’s statements as well, claiming that Christie doesn’t have the medical authority to make decisions that disagree with the national regulations on handling people diagnosed with Ebola.  

The only thing that does lend credit to Christie’s position is that Ebola virus has been known to lie dormant for a certain time before the person actually starts exhibiting the symptoms.  Therefore, the governor should either justify his actions with a statement or consider letting Hickox out of quarantine.  Of course, thing do change quickly.  If she starts exhibiting symptoms, then people will start praising his decision and national regulations might indeed change. 

Don’t forget about existing customers

When running a business that requires people to have a membership, it can make sense from a business perspective to try and give your new customers the best deals.  It can be a “thank you for joining” reward, and maybe can be an incentive for other people to join as well.  However, the problem with this logic is it completely ignores any and all previously existing customers and shows a lack of appreciation for the loyalty they’ve had for a business. 

If a company is in a position to offer a great deal to its customers, it must go to the customers who have already been there for some time.  They are the ones who have paid the most and helped the company grow, so they cant be ignored.  Also, if they feel as if they’re being treated well, the less likely they are to leave.  Basically, they need to know they’re loyalty is being appreciated rather than ignored.  This is an essential business practice.

Providing the best deals to current customers rather then joining customers can work to both keep customers and convince others to join.  If they’re receiving great compensation and service for their loyalty, they are much less likely to leave.  In addition, by providing support to customers, it can create a strong reputation for a company, and more importantly, build trust.  As a result, if consumers trust a company because existing customers and members give a good recommendation, the company is more likely to gain more members.

The same goes if there is a crisis or a problem with service.  A business can’t ignore longtime customers and only tend to new customers out of fear they will leave.  Existing customers must be a priority, too.  Basically, the incentive for joining a company should be good service across the board and respect for existing customers, and in return, they will be loyal to the business.

Yeah, November is almost here

Is that not a scary thought?  Well, perhaps an encouraging one for some people.  I guess it depends on how the semester has gone.  I was already having a tough time realizing that I was a junior when it seems like just yesterday I was a freshman going to my first day of classes.  Yes, I still remember it.  But, before we know it, the semester will be over, and then spring break will be here, and then of course finals and then the year will be over.  All of this seems so far away, considering finals and the end of the year is about six months away, but it will be here before we know it.

I think this is partially because we (as students and maybe as professors, too) wish the weeks away.   I know for a fact I and many other people have had the kind of week where you just have to struggle through it and get to the weekend.  Maybe because you’re sick and you need to sleep in, have an obscene amount of homework or exams, or maybe you get to go home when you haven’t been for a month or two.  All of these factors I think can have an effect on making the time pass very quickly.  Don’t get me wrong, when one of these weeks occurs it is certainly a relief when Friday afternoon comes around and you can relax for the first time in several days. 

Nevertheless, I think that’s what is ironic about it.  We sometimes spend times wishing days away, yet I’m sure almost no one is thrilled to get out of college.  Yes, going out into the proverbial “real world” is a very exciting thought.  I really look forward to getting a job, perhaps going to graduate school or perhaps take some other route, but you have to enjoy college.  It’s not considered the best four years of your life for nothing.  I certainly have enjoyed my time thus far, and when the time comes for me to graduate, I’ll probably remember writing this blog and wonder “where did the past year and a half go?”

Enjoy the moment people, even if the current moment really stinks.