Thanks for the comment. I wish there were more stories like Naked Pizza about companies that have successfully leveraged social media as an integral part of their marketing strategies.

cheers, Mark

In truth social media has energized a movement that started long ago, namely the ROI of alignment, authenticity, inside-out and the embrace of marketing as a service (that is, an explicit exchange of utility and delight in intelligent and sustainable ways). It's a shame these along with "transparency" are becoming buzz words because there is a big difference, as you note in your headline, between talking it and walking it. Social media is not just another weapon in the marketing arsenal, it is, as should be all marketing strategy, inseparable from the very business strategy itself.

Markets are conversations. What do we want to talk about? What do you have to say?

Working on some new chapters in our case study. Thanks again for keeping an eye on things.

rv

I have watched and heard that term get degraded and misused for so long I had begun to lose hope that people knew the meaning of it.

This is about more than Companies using Social Media to further their goals, this is a shift in the way that we process and take in everything from the news to what to buy.

It still seems to me that few businesses actually get how big a change is going on. As always it is the ability to anticipate change and fashion something that speaks to the current concerns of the times, that determines who rides the wave.

Let's get back to the traditional marketing principles, using these new exciting tools!