Social Media as Feedback Loop: More than an Acquisition Program

Posted on October 20th, 2009 by Larry Chase

Every time a new wrinkle in the Internet marketing landscape appears, people try to jam ads down the new channel. The truth is, not all channels are suitable for ads and offers. There are some social media venues that work well for advertising, and a great many that don’t.

By its nature, social media is participatory. It invites feedback. Many marketers have forgotten the importance of listening to the marketplace before they send out messages. So, while everyone else is trying to jam messages down every channel online, why not step away from the crowd and use the upstream feedback to do some market research.

When done right, good market research will result in a more relevant outbound messages… and no matter which channel you send those messages through, they are bound to get better response rates because they will resonate better with the target audience.

The Internet Marketing Tip above originally appeared in Larry Chase's Web Digest For Marketers which you can subscribe to at no charge at www.wdfm.com.