27 May '14, 12pm

Organic Social Media: Why Marketers Must Join the Conversations

I had the pleasure of participating on a panel with Mel Carson of Delightful Communications at ClickZ Live Toronto . The session, Hand in Hand: Combining Social and Content to Earn Visibility and $, focused on how marketers can meld social and content to drive visibility and ROI. Preparing for the talk got me thinking about the "paid" vs. "earned" media challenge. That is, the ongoing tension for marketers between investing in paid vs. earned media. Paid media may produce a more rapid return than earned media. However, like Sisyphus , the Greek tragic who pushed a boulder uphill only to have it repeatedly roll back down, it also requires a continued deposit of funds to continue functioning. On the earned side, the returns can be many multiples that of paid, but it does require more rigor than depositing coins in the AdWords or Twitter ad machine. For many marketers this te...

Full article: http://searchenginewatch.com/article/2346648/Organic-Soci...

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