新 营 销 观 察

• 和keso的“新媒体不是个媒体”是一个意思。文内提及的两点，特别是前面一点论及的社会化媒体营销的实质，非常精辟，值得保存下来，认真思考和领悟，转贴如下：

People who participate on social networks, blogs and other similar venues are there for a reason - and that's to connect around shared areas of interest and passion, often with an outcome in mind. This is why advertising, to date, hasn't been a home run here. Most of it doesn't add value to what people are looking to accomplish on these sites.

Social media marketing works best when it's integrated into the experience and takes a "win-win" approach. It's action oriented, transparent and built on something we talk a lot about at Edelman - Public Engagement.

To succeed in this new world, brands need to move from taking tried and true marketing tactics and retro-fitting them for the new environment. We need to stop thinking about talk and buzz. Instead, there is an imperative that marketers engage publicly by collaborating with their audience towards a shared desired outcome.