I recently had the opportunity to participate on a panel at the Luxury Interactive conference where I heard from dozens of retailers about their social media marketing efforts. One thing I heard repeatedly is that their social efforts are being run at two key intervals: daily monitor and respond; and two or three big brand efforts. Occasionally, they’re running a contest or something similar to drive engagement, but surprisingly, no one has a calendar or cadence built on products.
This got me thinking of the opening scene of “The Jerk” where Steve Martin just can’t seem to find his rhythm. While he snaps with excitement, he’s behind beat. Similarly, while many marketers are going through the correct motions and making the right noise, they are out of sync with the music, if you will, of social interaction and engagement.
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