Apr 19, 2012

DMA of Long Island – Social Media & Direct Marketing Working Together

Posted by Wendy Weber

I attended today’s meeting of the DMA of Long Island about Social Media & Direct Marketing Working Together:

Constance Korol moderated the discussion, beginning with a video that she felt utilized social media brilliantly:

 

The rest of the panel, which consisted of Sueanne Shirzay, Beth Granger, and Paul Biedermann, shared their thoughts about how social media is making an impact.

 

I was introduced to the term “ROR”, meaning return on (social) relationship.  The group consensus was that ROR is difficult to measure.  That, of course, makes it difficult for companies to justify an executive-level investment.  However, they were unanimous in their sentiment that putting an intern in charge of social media is like making an intern CEO of your company.  Social Media is responsible for PR, goodwill, customer service, and the overall relationship a company has with its customer.  It must be in the hands of someone well versed in social media.

 

In