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Much of recent buzz in the advertising industry has been focused around social media, Google vs. Microsoft (and it’s 100-million-dollar campaign), etc. But so much has been lost in the hype and discovery of Twitter and Facebook that only a few companies have recognized the real function of social media (duh! it’s a conversation between the company and its consumer). As it turns out, corporate conversations may be a trait of something less familiar.
I immediately recognized the social media “conversation” as a trait of the corporate social responsibility platform. Why would a corporation pay attention to its stakeholders? It’s about good business, and a conversation is a part of maintaining communication with the people involved with your organization.
What’s Social Responsibility doing here on a marketing blog? ACG is an integrated model of marketing communications, and sustainability, social responsibility, and environmentalism are an important audience of corporations, too. Unfortunately, these concepts are indirect stakeholders and are difficult to quantify in dollar amounts. But nonetheless, the “mother earth” and “goodwill” will affect customers no matter what.
Any seemingly unnecessary social media conversation is also a part of “goodwill”, and psychologically adds a powerful effect on customers. For some, being recognized by a big corporation leaves a positive psychological impact. This impact changes the audience’s perception, and through positive feedback creates positive buzz around an organization.
The next time you decide to decide to revamp your company’s marketing strategy, remember to consider the indirect effects of a socially responsible business.
Today, July 14, 2009, ACG announced its decision to begin production of a new Communications Management System (CMS) at the end of the month. The new CMS will be a cross-functional platform, merging the communication mediums that businesses use on a daily basis.
The goal of the new CMS is to centralize the production of consumer messaging, providing a single platform to deploy organizational and direct messages.
Traditional Content Management Systems (also called CMS) are designed for web use and are intended to update the content of websites. Because websites are increasingly considered a marketing and communication tool, not an IT tool, the new ACG CMS aims to shift the function of traditional content management to communicating with a targeted audience. This means deploying the same specific message across multiple mediums.
Dates are not currently set for completion of the CMS as it is still in the planning stages.
