TechCrunch’s Mobile Crunch blog reported yesterday that Verizon Wireless is now accepting user reviews and ratings of products in their catalog. The author of the post and many of the readers that left comments seem to think this is a bad move on Verizon’s part.
I concede that it may seem strange for Verizon to be opening themselves up for potential abuse, but I see this as not just a brave move but more importantly, an extremely smart one. By doing this, Verizon goes from being just a transactional vendor to providing something that’s potentially really valuable to customers during the buying process. This translates to trust.
My most recent job has me thinking about marketing agencies and the shift in marketing that has even the CMO of Unilever (not exactly the brand I think of when one talks about the internet or social media) ranting and raving about the impact of social media on marketing.
As I said in an earlier post, I find that depending on who you ask and what type of marketing they do, they’ll tell you that their discipline is the best suited to be the social media answer to all the modern marketer’s woes. To me that’s not even the point. I think that if you’re having a discussion along the lines of social media you’re having the wrong the discussion–I’ll address this point later, but first a rant on agencies.
I’ve been scratching my head for a while about the question of where social media should sit in an organization. I’ve learned that the way a person typically answers that depending on his or her background and point of view. A PR person will typically say, PR! (Especially if that person works at an agency.) An advertising person will usually say, ADVERTISING! You get where I’m going with this.
My auto-response answer is: marketing. As I give it more thought though, I don’t think it’s that straight forward. These days I’m thinking that it should live wherever business strategy lives and in the channels where a company delivers tactically against those strategies. Does that mean it lives everywhere? Maybe.
About a month ago, I had a conversation with a friend who doesn’t work in the same industry as I do about a phrase that she noticed is quite pervasive amongst the social media set.
“They don’t get it.”
This is used to explain the ineptitude and shortcomings of my brethren in marketing who work at brands, enterprises and agencies or all shapes and sizes, and pertains to their lack of understanding about social media and engagement marketing.