Social Media Marketing: education or adaptation

Sun Zhi a blog, from the "silence" of the habit of different, discussed in the current domestic environment of the new media in the marketing difficulties encountered. In fact, almost everyone who touches this area will soon realize that although the specific problems may be different. However, Chinese and foreign enterprises on the social media marketing in the concept of the difference is indeed very large. In this difference, should educate domestic enterprises to learn foreign ideas, or to adapt to the domestic real environment has become a problem?

In my own study and work process, also often encounter similar puzzles. This is a chasm that many people need to cross.

I've always felt that culture never existed alone. The domestic enterprise culture, the commercial culture, the network culture these environment, all and the domestic enterprise in carries on the socialization marketing the habitual thought or the idea has the close relation.

The majority of corporate marketers ' knowledge of SMM comes from the intuitive sense of their exposure to the business environment and the network environment. Such intuition, the wrong is right, there are we need to adapt to the environment, but also we need to educate the misunderstanding.

For example, in the choice of marketing platform, the first thought of the domestic forum, rather than blog or social network, which is the opposite of the United States. This intuitive choice is right, so far, the impact of the forum on consumer buying is much more than other platforms. However, in the specific way, if the use of gun draft, reprint, top and so on, it often results very little, even counterproductive.

Here is another example, a company wants to cooperate with the release of a new product for a online compaign, also chose blog Buzz as part of the activity. This is no problem, but the marketing staff asked the blog article has been reproduced 5,000 times, this is clearly the social media communication mode of misunderstanding caused by misunderstandings.

The environment needs to be adapted, but misunderstandings also need to be resolved through education. How to seek such a balance is a prerequisite for the development of social media marketing in China. Here, I think there are several points that can be worked out:

First, the establishment of a scientific and rational evaluation system. It is a key factor to make the enterprise realize the real value of new media marketing by breaking through the evaluation standard of the traditional network advertisement. With reasonable new standards, will not be shackled by the old framework, the new media marketing effect of the improvement and development of theoretical construction is also necessary conditions.

Secondly, there is a concept that must be changed. New Media marketing is a longer, more complex business activity. Therefore, it must be from a simple sales or marketing activities, as part of the overall marketing management strategy, and the enterprise must be directly involved rather than entirely by third-party agents. Some multinational companies have established such independent new media marketing departments and achieved good results.

(Starting http://webleon.org/)