Strung Out on Shiny Objects

Social communications news, links, quotes and thoughts from Kevin Hunt, the Social Media Manager for Global Communications at General Mills.
In the first phase of social media marketing, brands understandably focused on creating a presence in social channels and building their base of fans and followers. The strategy was largely about growth - it was a pure numbers game based on racking up the biggest fan count. Today it is no longer sufficient just to build a base of fans and followers. Brands need to focus on engagement, conversion and nurturing relationships with their consumers, by understanding who these people are.