Chris Brogan and Lee Odden have been teased about their striking resemblance to each other, so WebProNews decided to feed to the humor and interviewed them together. Both Lee and Chris are a lot of fun, and they are also very knowledgeable in the Internet marketing industry.
In this video from PubCon South, the two discuss social media and where it fits into marketing. Chris says that we are seeing more and more larger companies embracing social media.
There are also many people using social sites because they think they can “get rich quick.” As companies determine how to effectively use social media, Chris predicts the number of “get rich quick” people will rapidly decline.
Lee agrees with Chris’s outlook and points out that companies are now discovering exactly where they are getting the most return and capitalizing in those areas. He says social media has now become a natural part of marketing.
There are however, risks involved in social marketing if companies don’t have a solid plan in place when they start their social efforts. Lee’s company, TopRank Marketing, suggests that companies construct a social media road map, which requires them to identify their audience, behaviors, and specific objectives.
After these factors are determined, companies can decide on what their social strategy is, whether it be blogging or social networks. From there, companies need to choose what tools they are going to use and decide how they will track their success. When measuring progress, Lee says it is important to measure goals in actual conversions and not simply by the number of friends or followers the company acquires.
Chris follows up on that point by explaining the importance of putting the “physical connector” back into social media. The overall marketing plan should contain traditional marketing tactics, which includes a physical side, as well as Internet marketing strategies and social media.