Remove Media Remove Metrics Remove Productivity
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Social Media Platforms Can Be Built Around Quality, Not Scale

Harvard Business

In the traditional media industry, some outlets differentiate themselves through quality, but social media hasn’t gotten there yet — there is no “ New York Times of social media.” Could specialized social media handle these functions better than the dominant players? Siegler at G.V.,

Media 127
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The Basic Social Media Mistakes Companies Still Make

Harvard Business

Over 90% of medium and large businesses have used social media in their marketing for five years or longer. Yet the CMO Survey reveals that nearly half of marketers are unable to show the impact of their social media investments. ” But countless businesses have done just that with social media. Evan Smogor/Unsplash.

Media 135
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84% of B2B Sales Start with a Referral — Not a Salesperson

Harvard Business

The answer to the shift away from reliance on outbound sales could reside in social selling , the strategy of adding social media to the sales professional’s toolbox. With social selling, salespeople use social media platforms to research, prospect, and network by sharing educational content and answering questions.

B2B 191
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Don’t Be Tyrannized by Old Metrics

Harvard Business

While effective metrics are essential for focusing attention and achieving results, they can also overpower better sense. Most industries cower to a few central metrics, the yardsticks that define the winners and losers. Metrics tried and proven over years become a guide to what’s important, driving resource allocation.

Metrics 70
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Research: Customers Notice When Products Shrink More Than When They Get Bigger

Harvard Business

You are marketing a new option, say with 20% more product or 50% more minutes on a calling plan, but you can’t get customers to pay for even a fraction of the additional value. Why do people get so mad about product downsizing? x 1.26 = 2), but it looks as if the product is just 78% bigger (because 26% + 26% + 26% = 78%).

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Fix Your Social Media Strategy by Taking It Back to Basics

Harvard Business

A recent CMO Survey indicates that marketers plan to double their spending on social media in the next five years. Yet IBM’s C-Suite Study reports that nearly half of CMOs believe they are not prepared to manage the challenges of social media. Other articles advise using social media networks, such as Pinterest.

Media 70
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Social Media Is Too Important to Be Left to the Marketing Department

Harvard Business

When customers need help, they expect companies to offer it quickly and through multiple social media channels — but most companies aren’t set up to do that. But marketing managers simply are not trained to deal with questions or complaints about service, product performance, or other nonmarketing requests.

Media 70