The spoils of social media go to those who wait

Maggie Fox, December 11 2007

My friend Paul Gillin has published a brief but thoughtful article in B to B magazine about the misconceptions around social media vs. traditional ad and communications campaigns. It’s available in the print version of the magazine, and also online. We spoke about an interesting experience SMG had in our early days of business, expanding on a conversation that we had during our panel discussion at Blogworld Expo in early November:

Welcome to the new world of marketing, in which tried-and-true concepts such as “campaign” no longer apply. In an online environment in which customers expect to have a relationship with brands and in which search engines insure that content never dies, a successful campaign may run for months or even years. It’s a nice problem to have, but it means changing the way you think.

You can read Paul’s complete article here.