One reason why traditional companies sometimes fail in their social marketing efforts is what Mollie Spillman calls “paralysis by analysis”. Whereas traditional media campaigns—television, radio, newspaper—require months of careful planning because they’re not easily adjustable once deployed, social media rewards agility in monitoring and responding to consumer reactions in real-time. If you're tasked with helping your company make the shift to social, this lesson is for you.
(gentle music) … - You have to prepare to … and this is traditional marketing, test and learn. … And so I think that there's a lot of companies … I think that kind of have paralysis by analysis, … which is there's almost so much planning, … which is required for more traditional media, … like print and broadcast and outdoor and all those things. … When it comes to social it's you know, … you can't predict human behavior and human reaction … through an algorithm you know. … You can try and there are there's machine learning … that can help you predict, but you have to be ready to act. … And so I think those companies that really understand … the social dynamic you know, … they have teams of people who are prepared to test … in a new market and then react really quickly … because you know, what a lot of big marketers have learned … is that you know, you can test something … and it can not resonate with your audience. … But if you react like this, … you actually get more points with consumers …
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